There are 4 key pillars to generate sales. If one of these pillars are broken, or underperforming then it becomes harder to generate sales.
Here are the key pillars to effectively generate sales:
Pillar 1: Your Offer
If your offer sucks, your sales will also suck. The better the offer, the more sales you will make. An offer is not just discounting. An offer entails a lot more than that.
The first consideration is who your ideal client is, and what they are looking for, what pain do they have, what are their fears and aspirations. Your offer will help them bridge the gap from where they are now to where they want to go. This could be short term pain they are experiencing or longer term fear they want solved.
Here are some important items to include in your offer:
- Limited quantity (only a certain number available)
- Limited time (only for a limited time)
- Guarantees and warrantees you offer
- Value ads with the offer
Pillar 2: Your Ads
Having the right words and images makes a difference. When you are putting together the advertisement ensure it is about your client, and not you. Focus on what your client will be getting. This is also one of the reason why an offer helps to focus on the client.
The image plays a critical role. Many times we are looking for an image that will make people take notice. The goal is getting people to stop. To get their attention. If we don’t have their attention we can’t sell them anything. The image should support this goal.
Pillar 3: Your Sales Process
Are you making it easy for people to buy from you? If so, great! If not, there is work to be done. The easier you make it for people to buy from you, the sales you will generate.
Another word for is friction. Increased friction decreases sales. If you have many fields on a webform a client needs to complete, but these fields are not supporting the sale, they are effectively increasing friction. Remove fields which is not critical. We can always gather more information later.
Many times we have seen improving the follow up sequence immediately generates more sales. Many businesses underestimate the value of an extended follow up. There are also more steps and actions involved. Moree than what most expect.
Pillar 4: Your targeting
If you sell dog food, and you are targeting people who only have cats, you will make no sales.
Finding where your ideal client hangs out and being there is what targeting is all about.
On Google people search. This shows their intent. On Facebook, people have interests. Both can work great to target your ideal client.
Online is however NOT the only option. For a client we used classifieds in a magazine to target their ideal client. This cost around R1500 per month and generated over R200 000 per month in sales.
There you have it, 4 key pillars to generate sales.