How to Recover Your Almost Customers
by Bob Leduc
Copyright 2003 Bob Leduc http://BobLeduc.com
You'll always need to find new prospects for your business.
But don't overlook the prospects you already attracted. Many
are close to buying. Use these four simple procedures to
convert those "almost customers" into paying customers.
1. Make A Memorable Impression
Create a reason for prospects and customers to notice you
...and to think of you when they encounter a competitor.
Many prospects who do not buy from you the first time will
come back to buy later. Existing customers will also
remember you. They'll come back to buy again - and they'll
send pre-sold referrals to you.
One easy way to establish a memorable identity is to create
an important reason for customers to do business with you
instead of with your competitors.
The advantage you offer doesn't have to be dramatic to be
memorable IF you promote it aggressively. It can be as
simple as delivering faster results, more personalized
attention or a better guarantee than your competitors.
Tip: Combine several small advantages like those described
above to create a big (and more memorable) advantage over
2. Follow Up Consistently
Most prospects do not buy the first time they see or hear
about you. But they will if you follow up with them.
Your follow up can be as simple as contacting them
occasionally with a new offer. Or it can be more complex
such as publishing a weekly newsletter with useful
information and articles.
If you don't already have a way to collect their address,
you can get it by offering a valuable gift that you deliver
only by email or postal mail.
For example, offer a special report, a list of sources or
some other valuable information they cannot get anywhere
else. These are valuable to customers and prospects - but
they won't cost you much to provide.
3. Make Sure You Answer These 7 Buyer's Questions
Prospective customers will not buy from you until all 7 of
the following questions are answered. Customers may not
consciously think about these questions. But they will not
buy until all 7 are answered in their minds:
1) Exactly what are you offering?
2) Why do I need (or want) it?
3) How can I believe your claims?
4) Why should I get it from you?
5) How fast can I get it?
6) What if I don't like it after I get it?
7) What do I need to do to get it?
Make sure you answer all 7 of these buyer's questions in
your web site, sales letters and other selling tools.
Tip: Present everything in term of the benefit it provides
to customers. For example, don't just list testimonials from
satisfied customers (your answer to question 3). Point out
that those testimonials prove you really do deliver what you
4. Keep Your Ordering Procedure Simple
Use an uncomplicated and fast ordering procedure. Every
additional action you ask customers to perform and every
additional decision you ask them to make after they already
decided to buy can cause them to reverse their decision.
For example, many online marketers use a shopping cart to
process their orders when they could use a simple online
order form. Each unnecessary step in the shopping cart
process is an opportunity for customers to abandon their
order ...a sale lost needlessly.
Tip: Don't ask for unnecessary information during the
ordering process. Instead, send a personalized "thank you"
message after the sale and include a brief request for the
Don't overlook the easy sales you can get from old prospects
that are almost ready to buy? Use these 4 simple procedures
to cultivate your "almost customers" and turn them into
Bob Leduc spent 20 years helping businesses like yours find
new customers and increase sales. He just released a New
Edition of his manual, How To Build Your Small Business Fast
With Simple Postcards ...and launched *BizTips from Bob*, a
newsletter to help small businesses grow and prosper. You'll
find his low-cost marketing methods at: http://BobLeduc.com
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV
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