GNT #064: The important question no one asks you

read time: 4 minutes

Is it easy for someone to buy from you?

It might sound like a simple question.

But in my experience working with many firms over the years, the answer is often "no."

If the answer isn't an instant "yes," there's typically a problem.

And when we start to dig into the real journey a customer takes, the roadblocks start to pop up.

A client, who was the owner of a B2B company, had a free consultation pitch in the featured section of their LinkedIn profile.

But the link went to a PDF that said to email them.

So that means people had to:

READ
CLICK
READ
COPY EMAIL ADDRESS
OPEN EMAIL APPLICATION
PASTE
THINK OF WHAT TO WRITE IN EMAIL
CLICK SEND

This is a lot.

And unfortunately, with every step, there's a risk of losing a genuinely interested potential customer.

A better approach?

A direct link to a landing page with an immediate booking option via an integrated calendar.

Much easier.

Today, we're going to discuss ways to make sure it's as easy as possible to buy from you, which means more business for you, more problems solved for them, and less time wasted all around.

Be Your Buyer

First, examine each step of your sales process from the customer's perspective.

From start to finish.

You want the right people to effortlessly slide down your sales funnel like a kid on a waterslide.

If it's anything less than easy and immediate, you risk losing them.

That's why this exercise is worth the time.

Ask your trusted friends to go through the process too. 

They might notice something you don't.

(p.s. this also works for non-digital sales processes too.)

Find Friction Points

Friction is the enemy of your funnel.

Identify each step that requires effort from your prospect and ask yourself, "How can this be easier?"

Some leverage technology to remove friction points, like scheduling tools I mentioned earlier or chatbots for instant customer inquiries, however technology doesn't solve all. 

What's really important is to stay focused on the process overall.

And rest assured even small improvements can lead to significant increases in conversions (from someone lurking to qualified lead).

3 things to remember:

1. Educate, don't just sell: Ensure all necessary information for making an informed decision is readily accessible—FAQs, product demos, comparisons, etc. The more knowledgeable people feel, the more empowered they are to take the next step.

2. Simplify the payment process: I see this friction point a lot. The last thing you want is an excited potential customer shut down or miffed because it's too difficult to actually pay you. How would your buyer prefer to pay?

3. Show social proof: If you're like 90% of buyers, you're not going to buy until you read at least 1 review. Testimonials, quotes, case studies, and reviews can support confidence in a buyer's decision to take the next step. 

Read more: GNT #56: How to ask for testimonials and use them to sell more.

Clear Call to Action

It's not the time to be clever when it comes to your call to action (CTA).

What is a CTA?

It's the next step you want your audience or buyer to take.

These are oftentimes shown as buttons or bolded text that link (if digital) to the next step in the process.

A powerful CTA clearly directs people to take action — to purchase, subscribe, book or do any other activity that moves them forward in your sales process.

Confusion or ambiguity in your CTA creates pause -- which halts action.

5 tips for clear CTAs:

1. Use action words: The best way to build a sense of urgency. Examples: Subscribe, Buy, Book Now, Add to Cart, Sign Up, Download.

2. Write in first-person (from the reader's point of view): Writing this way can grab and hold readers’ attention, making it easier for them to respond. Example: "Reserve my table” instead of “Reserve your table.”

3. Keep it short and simple: Be selective with the number of words you use in your CTA and how many calls-to-action you use.

4. Know what your audience needs: Anticipate your audience's readiness. Are they ready to "Buy Now," or would they prefer to "Learn More" first? Are you needlessly pushing them through a 5-day free email course when they just want to pay to sign up?

5. Make your CTAs easy to find: Contrasting colors, sizes, where the eye naturally follows. Putting these in the right place makes things just so easy.

I love the way Slack uses CTAs on their homepage in the image above. This check all the boxes for great CTAs.. and check out that stellar social proof!

Takeaway

It's likely you shop at Amazon. 

How do I know that?

They are one of the easiest online retailers to find products, buy from, return items, or get refunded.

It might only take you 15 seconds and two sips of coffee.

Frictionless.

Here's my challenge to you.

Over the next week, go through your entire sales funnel.

Your LinkedIn profile, your website, your CTAs, your proposal process, your checkout page, everything.

Ask yourself, how could this be easier? (Or phone a friend for help.)

Then, take action and make it easier.

I promise you, it changes everything.

See you next week.

p.s. If you liked this, you also might like GNT #46: 11 surprising ways to generate leads.
 

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