Today, I am talking to service providers. Coaches, consultants, web designers, graphic designers. If you provide a service, this episode is for you. Today, I am tackling the issue of why getting more leads is terrible advice. The reason is because that’s not always the problem.
Some marketers are going around saying, “Oh, just get more leads. Your business just needs more leads. You’re gonna be able to hit multi six and seven figures if you just get more leads.”
There are countless webinars, and books, and programs about this topic, but this is really, really bad advice because not every business has a lead generation issue.
In fact, many businesses have more than enough leads, but they have a shitty sales process, or they have a shitty delivery process. Once those two processes are out of sync, it doesn’t matter how many leads you get because you’re always going to have issues making sales.
If your sales process is sloppy, or ineffective, if your sales process is full of bugs and holes, then it’s going to be very difficult to close that sale.
If this is you, if this is your business, then getting more leads isn’t gonna solve the problem because you’re sending more people who might be interested in working with you through a bad process.
Then they don’t convert, but also, they don’t come back, because once they have a bad experience with your company, it is a lot harder to get them to come back and work with you. It’s harder to get them to take your seriously as a professional.
Make sure you plug the holes in your sales process before you try to get more leads. Before you spend time, and money, and energy in other resources that you may not actually have an abundance of right now trying to get more leads.
Dial in your sales process.
Common problems that I find with sales processes when I’m helping clients analyze their businesses are things like only having one way for clients to pay.
Do you only accept PayPal?
Then you’re leaving money on the table because there are a lot of clients out there who do not want to pay with PayPal.
Conversely, if you’re only accepting credit cards, you’re leaving money on the table because there are a lot of people who only want to pay with PayPal for whatever reason.
Everybody has their own reasons for why they prefer one method over another.
If you’re only offering one option, if makes it very difficult for customers to give you money. I have seen this time and time again.
There is one client that I worked with where we had people paying in multiple formats, and for many reasons that are too lengthy to get into right now, it was tedious to keep up on who paid what and it was difficult to sort out problems that arose.
“This sale came in over here on PayPal.” “Did the customer actually receive their products in the mail?” Or “Did they not get them at all?” Etc.
Whenever an issue was coming up with a customer order, we were having to look in different places in order to find the data.
In the end, my client removed PayPal, so their clients could only check out for products using a credit card.
This made it a lot easier on the backend for their staff internally to go deal with problems with customer orders, but it caused a decrease in sales.
This is one of the things that you may need to be taking into consideration when you’re looking at building out different processes and systems in your business. Do people have multiple ways of paying you?
If your sales process only allows for one option, you’re probably leaving money on the table. Fix that before you spend money, and hire someone to get you more leads. This is one of many examples.
There are many ways where your sales process may be messed up. But, for now, I just wanted to give you a quick example of something that you might be able to relate to.
Another very, very common issue is when people are getting products delivered, and then something goes wrong, then you’re going to be running into some issues there as well.
When something goes wrong with your delivery process, then you’re going to be having issues with customers in the long-run, and you’re going to have to embark on something that we call in the food service industry (where I do a lot of consulting) customer recovery.
It is a lot easier, and it’s better for your business to make sure that you don’t ever have to do customer recovery.
That your delivery process works every single time exactly the way it needs to. Go through and make sure, from the eyes of a customer, that the experience is a good one. That people are actually getting what they pay for when they pay for it. That they’re actually receiving what they are supposed to be receiving, and it’s seamless.