They Need You, They Find You, They Purchase

They Need You, They Find You, They Purchase

"How do I sign up?"

This is my favorite phrase.

It's a marketers dream. A prospect ready to purchase.

I sometimes hear this phrase during sales calls. Music to my ears.

However, most people are not ready to buy upon first impression, especially if you are selling high priced or complex solutions.

This is why we learn how to market and sell.

It's the 'science' that turns a prospect into a customer.

READY TO BUY

To reach people who are ready to buy you need to have the best offer for their situation.

In some ways it's a stars-aligning kind of timing.

They need you, they find you, they purchase.

The reason this can work is because of the messaging in your marketing materials.

Your ads, content, website -- all hit the nail on the head for what a person wants AND they are in the right circumstance to make the decision to spend money.

The right person, the right message, the right timing.

Needless to say, chasing this kind of alignment is a challenge.

There simply aren't that many 'perfectly ready' buyers.

Your marketing should by default find the ready buyers, but that can only take you so far.

To keep growing, you need to capture attention of a wider pool of people who also need what you sell, but are not quite ready to buy.

ENGAGED LEADS

A step down from the ready buyer is an 'engaged lead'.

This is a person actively looking for a solution to their problem.

They are ready to buy, but they are deciding who to buy from.

They need more convincing. Your offer has to stand out as the best fit for them compared to other options.

They won't decide to purchase just from one visit to your website.

Variables like price, targeting, specialization, deliverables, time frame, testimonials, how long you have been in business and a host of other considerations influence their decision.

This is where differentiation comes in as a powerful advantage (see my newsletter on this topic).

Time is also a variable for turning engaged leads into buyers.

They need multiple exposures to your marketing as reminders you exist, to build trust, explain multiple benefits and deal with multiple objection points.

Sometimes it's just timing. The 7th scroll past your ad was the time their circumstances (or emotions) aligned for them to be ready to buy.

Most of your company's growth is going to come from your ability to get in front of this type of actively hunting buyer and engage them.

THE CUSTOMER JOURNEY

I once received two emails within the same hour from two people who had just purchased my online course.

One of them told me they had been following me for two years and were finally ready to take my course.

The other said they had just been through my two week free training video series after finding my content through a Google search, and immediately purchased my course.

This person had never heard of me before.

I had to laugh at the two extremes presented here.

Two years versus two weeks from discovery to purchase.

This range of customer journey lifecycles was something I was very used to selling education products based on my personal brand.

Some people needed a few months of receiving my content before they purchased. Some needed a year.

People would tell me something just finally clicked for them or a life situation changed, so they were ready to buy.

Yet my most recent experience selling online has involved far shorter customer journeys.

For my current business InboxDone.com, selling email management services, most customers go from discovery to client within two weeks.

A typical story is a late night Google search leads to our website, which after reading a few pages, watching a few testimonial videos, leads to a booked discovery call scheduled for 24-48 hours later.

Then they sign up on the call.

That's quick.

Some do take longer though.

A Google search leads to initial discovery, but no action yet.

Then a few months later a LinkedIn ad reminds them we exist and they book a discovery call.

These ads are usually from retargeting campaigns, showing ads to people who already visited our website.

Of course there are always exceptions.

Recently a married couple did a second discovery call a year after the first one. The second time they signed up.

The difference? They'd received funding for their business so were in a better cash situation.

KEEP SHOWING UP

I recently heard Gary Vaynerchuk and Alex Harmozi both state very simple answers to a question about marketing.

Do more.

That's it. Do more.

It's perhaps overly simplified advice, but I like it.

Marketing is about manufacturing the right timing.

Sometimes the right timing just happens to be now.

Far more often it's not though.

Hence you need to do more to increase your chance of presenting the right message at the right time to the right person.

I took this to heart and have recently added another marketing assistant to help with media production.

I'm going to test more ads and publish more social content, since we can use the same media for both.

We're going to do more.

Yaro

P.S. I share what works for my companies in my newsletter, so if you're not signed up head to yaro.blog/newsletter

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