Warming Up Your Leads – The Watch Salesman Analogy
Charlinda Nieuwoudt Monday, June 12, 2017
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Do you have a proper sales funnel set up for your business yet? Do you have a plan for attracting new customers and then leading them by the hand from the point where they’re just discovering your brand, to the point where they feel familiar enough and trusting enough that they’re willing to part with their hard earned cash?
If not, then there’s a good chance that you’re driving your visitors away before they’ve had a chance to buy. If your landing page right now is simply an attempt to sell, then you’ll be putting off visitors and not collecting any of their details before they do. Consider this analogy…
The Watch Salesman
Imagine that you’re out in town and someone comes up to you with a watch and offers you to buy it for $5,000. What do you do?
The vast majority of us would say no – even if we liked the watch. Why? Because we don’t know anything about that person and don’t know if we can trust them not to sell us a counterfeit. At the same time, we don’t know anything about the watch or what it’s like beyond the looks. Then there’s the even more fundamental fact that we might not be in the market for a watch. Maybe we already have a watch. Maybe we don’t have $5,000 spare. Maybe we hate watches.
Well this is exactly how a vast majority of websites operate. If you are driving traffic to your site and then trying to sell, you’re essentially trying to get someone to hand over their cash with zero preamble and zero targeting.
The Better Approach
So what does the smart watch salesman do? For starters, they hand out fliers rather than trying to sell right away. They’ve got your attention and now they’re actually going to do something useful with that by establishing contact so they can sell to you in future.
At the same time, they should stand in the right place – outside a watch-lovers conference for example or a watch repair shop.
And instead of trying to sell their $5,000 watch right away, maybe they should try and sell a $500 to start with.
Now they’re gradually building a relationship and building trust and only then trying to sell. This is how you need to operate and if you can do that, you’ll be 100% more successful.