038 – Why Your Offers Aren’t Working and How It’s Killing Your Sales Online

Why Your Offers Aren’t Working and How It’s Killing Your Sales Online

So in today’s post, I’m gonna show you why your offers aren’t working and how it’s killing your sales online!

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Transcription:

I know that many of you are super excited about 2018 because you’ve come to the realization …

that if you’re gonna sell your products and services online you’re gonna need at least one sales funnel to make it happen.

You’ve finally realized why your offers aren’t working and you’re ready to let go of that sinking ship …

(i.e., “your outdated and ineffective website”) …

and you’ve forced yourself to admit that relying on SEO is a bad idea for virtually everyone trying to sell stuff online.

You wanna grow your business and your income faster than ever before in 2018 and you know that buying qualified traffic …

and sending it to your sales funnel is gonna make that a reality.  You can see now that your website is woefully incapable.

Over the last two and a half months I’ve taught you virtually everything you’ll need to know, so you can build a sales funnel …

generate more cients and sell lots and lots of your stuff in 2018!

I’ve also taught you:

  • The psychology of all successful sales funnels (episode #033 and episode #034)
  • How to use email in conjunction with your sales funnels so you can sell more stuff (episode #035 and episode #036) …and I’ve taught you
  • How and the “why” as in “why it’s important” to build a value ladder for your business. (episode #030)

On today’s episode I’m gonna go in a slightly different direction by showing you why your offers aren’t working and how it’s killing your sales online.

Now as I mentioned at the start of the post, I know that many of you are doing very, very well and that’s great!

But what if the training today on why your offers aren’t working can help improve your offers and increase your sales by double over the coming year?

Let’s take that question a step further … by LOWERING the bar by say 90%.

Now ask yourself this question:

“How much would it be worth to me …if by listening to today’s podcast I can increase my online sales by 10% in 2018?”

I can’t answer that question for you but if you’re like me and if you’re like our most successful clients and Members in the FunnelTribes community you probably agree that a 10% increase in sales is A Big Deal!

Let me make something very, very clear here …

What I’m giving you today can improve your offers and increase your sales online by way more than that.

In fact, (I wouldn’t be surprised if) that if you decide to implement the blueprint I give you today …

you’ll more than double your sales online in 2018!

So, now that I’ve talked to all you folks that are doing really, really well …

let me pause for just a moment and talk to those of you who might be struggling …

who might be seriously concerned about the future of your business.

Let me encourage those of you who might feel like you’re in a bottomless pit with no foreseeable way out.

There have been plenty of times in my life where things were not working out the way I’d planned.

Times when seemingly everyone around me questioned my ability and the choices I was making …

when things got so tough with my back up against a wall …

my mind racing here and racing there, that I began to doubt myself.

Like one day I’m excited about what I’m doing then the next or even that same day the rug was yanked out from under me and I felt like giving up.

Listen to me listen to me very, very carefully right now:

I don’t know what you’re going through I don’t know what you’re challenges are …

but you’re listening to this podcast.

You wanna succeed in business …

you want your family and friends to believe in you …

and if you’ll keep at it and implement the things I give you …

you’re gonna more successful than you every imagined like so successful you can’t even imagine how good it’s gonna be.

So, today’s show is for you too not just for all the folks who are kicking butt today I’m telling you right now your time is coming!

If I didn’t believe that I wouldn’t say it.

The fact that you’ve decided to go on this journey with me each week tells me that you’re gonna make it warts cuts bruises and all.

You my friend are going to make it big!

Alrighty then let’s dive into today’s content and let’s take an honest look at why your offers aren’t working and how it’s killing your sales online.

After we’ve done that, I’m gonna show you how to fix it immediately … so you can create better more effective offers …

get more clients and sell (a lot) more stuff in 2018.

And by the way today’s training has everything to do with driving more sales with your sales funnels so grab a pen and paper and let’s get crackin’.

1ST REALITY OF SELLING: Most People Online Don’t Want What You’re Offering

Even if I’ve got the greatest offers ever created …and even if I’ve got the greatest skill set ever ….

and as a Member of the FunnelTribes online community I can give you the results you want …

most of my perfect prospects (who see my offers) will tell me that they don’t want to give me money.

Think about that.

Even if I’m good enough to create onine campaigns that produce and average conversion rate of 20% …

(which is legendary by the way) …

I still have to face the reality that 80% of the people who saw my offer still didn’t buy they still said, “no.”

Now if I were talking about these kind of results for offline sales …

well that might be a different situation altogether …especially if I were make offers in face to face presentations.

A 20% conversion ratio (offline) might crush anybody’s enthusiasm …but we’re talking about selling stuff online.

So, since we wanna sell more stuff online let’s take a look at a list of reasons why your offers aren’t working.

Reason #1: You’re not directly asking for the sale

This is biggest reason why your offers aren’t working and why it’s killing your sales online.

Most of you are simply crapping out when it comes time to ask for the money.

You him/haw around which obviously isn’t working.

Reason #2: They don’t know how to complete the purchase because you’re not giving them clear instructions

Listen up folks I know this sounds too simple.  But these first two reasons are ABSOLUTELY 100% the two biggest reasons why why your offers aren’t working and prospects aren’t buying your stuff online.

They don’t know how to give you money (because you haven’t made it crystal clear) …

how they can take money they have like their credit card and give it to you.

This is what you’re doing when you haven’t made your ordering process brain dead simple to execute.

Reason #3: They don’t want what you’re trying to sell them

You can never assume that just because someone is the perfect prospect for what you offer that they will want it.

“Should want it” is vastly different than “does want it”.

Reason #4: They liked what your competitor was offering BETTER!

If you’ve ever been to say a flea market you’ll completely understand this one.

When you want to know why your offers aren’t working and you’re sales are slumping don’t always assume that you’re doing things wrong.

It might just be that you’re competitor is doing it a wee bit better meaning that they’re offer is more appealing than yours.

The way to fix this of course is by taking the same approach I talked about in last week’s show which was episode #037 – The Secret Method For Building A Six-Figure Sales Funnel Without Wasting Time and Money! …

…which was to do your due diligence called COMPETITIVE RESEARCH.

One of the best ways to do this is to play prospect like opt-in to their list and buy their stuff.

Doing that will show you everything you need to know so you can fix your offer make it more appealing and sell more of your stuff.

Reason #5: They don’t feel like what you’re selling is a good fit for what they want.

This problem behind why your offers aren’t working arises for one primary reason only.

You don’t really understand your perfect prospect and don’t really know what they want.

And when you don’t really know what they want your offers will never appeal to them because you’re not communicating that you actually know what it is that they REALLY they want.

Reason #6: They don’t like you

Listen up guys I’ve said it before and I’ll hammer it home again…

“When all else is seemingly equal people would rather do business with the person company or brand that they know, like and trust.”

It’s easier to like someone that you feel like you know and that’s part of the reason I spent so much time and went into so much detail with you on this in episode #035 The Soap Opera Sequence The Legendary Methodology for Building Trust and Affinity with Your Prospects and Clients …

and in episode #036: How to Sell MORE With Email Especially If You Hate Selling.

And that is why I’ve invested so much time in a good number of episodes on this podcast telling you my backstory.

Now this may come as a surprise to you but here’s the reality of the situation:

“You’re going to repel more people than you attract if you’re doing a great job of being yourself”.

So, if you’re not repelling unqualified prospects so that they won’t respond to your offer you’re doing a poor job of selling your stuff.

“Everyone” is NOT your perfect prospect and you should do everything in your power …

Including actually getting excited about doing what you can to drive the wrong people …

(i.e., “the time wasters; tire kickers; and people you can’t help for any number of reasons”) away from you as far as possible.

My friend and one of many mentors Franklin Octavius-Throckmorton Kern, does this by using all out profanity …

mostly for the purposes of pattern interrupt which is an NLP technique used to throw prospects off balance…  which makes it easier to sell to them.

He also talks about the use of drugs and alcohol which as you know appeals to some people a lot unfortunately while totally repelling others.

Same thing with Perry Belcher he’s crude, vulgar and shocking in his presentations to say the least all by design of course.

And as you know by now I’m a born-again Christian one of those pesky folks who really believes the Bible and what it says and as such I have a responsibility to share that with you.

Now, while I DO make it a habit to tell you how my life has been transformed by the Gospel …

I make sure that EVERY episode of this podcast and everything else I do like training videos; my book; webinars and live seminars deliver IMMENSE value to you so you can get more clients and sell more stuff online.

OK moving on to #7.

Reason #7: They don’t 100% believe what you’re telling them

Reason #8: They don’t believe in themselves

This is the biggest objection that will get in the way of you making sales.

So, now that I’ve gone through all those reasons we’ve got to address and answer an all-important question:

“So, Is Selling All About Getting More People To Say ‘Yes’ to your offers.”

My answer?

Not a chance!

As far as I’m concerned I want people who are gonna tell me NO anyway to tell me as fast as possible.

You want to invest all your time in speaking to warm prospects.

If you’ve got sales people working for you, you can’t expect them to get their teeth kicked in day after day after day and still be excited about making sales presentations.

You NEVER want to be wasting full presentations on people who have zero interest in hearing what you have to say.

Ya know mean ‘ole Dan works this way. He never pitches a copywriting project to anyone unless they’ve hired him for a full day of consulting first.

And then Only after the person has gone through the full day of consulting and Dan has gathered intelligence about whether this person would be a good client or not will he ever broach the idea of working on a project together.

LISTEN UP …

This could be THE MOST VALUABLE LESSON you get from today’s episode if you’ll let it be:

Don’t pitch high dollar services or products to people who haven’t already demonstrated that they’re suitably interested in what you offer.

2ND REALITY OF SELLING: Almost no one has the ambition it takes to improve their situation

Straight “Improvement offers” are some of the WORST offers you can make.

Everyone has some form of desire that revolves around the belief that you can never be too rich, too skinny, or too-successful.

Everyone has desire but almost no one has ambition …

This is why your marketing should never appeal to ambition …

because targeting people who have expressed a desire increasing your market size and your opportunity to sell your stuff by a multiple of at least fifty ..probably more.

Think about it: 98% of the people you that fall into the demographic of your ideal clients have a goal they would like to achieve.

A Whopping 2% of people …like the remaining few have the ambition to see their goal come to fruition.

So, why do people lack ambition?

Is it because they’re lazy?

In most cases NO.

They lack ambition because

They are deathly afraid of failing and as a result in a majority of cases they don’t even start.

For those that do start most will never finish.

This is happening on a subconscious level but you can’t fail if you never make a real go at it, right?

As pathetic as it really is and YES this is pathetic

People can keep their dream alive by never pursuing it in earnest.

If they were to really go after it and God forbid fail then they’d have to KILL THEIR DREAM which they’re not willing to do.

As weird and as weak-minded as it is …a lot of folks are happier living with a dream that they’ll never transform into reality than they are actually going for it with the possibility of failure.

Them are the facts!

The fear of killing their dream is (yet another reason why your offers aren’t working) …

one of the BIG reasons your prospects will NEVER purchase how-to information.

I’ve made a list of the top bad beliefs (AKA lame excuses) your prospects hold on to that prevent them from EVER buying your How To information no matter how good it is.

Bad Belief #1: I don’t have what it takes, or I’ll find some way to screw it up . . .

This is rooted in people have an underlying belief that something is missing that they can’t have and that even if they had everything they needed, something would come in and ruin it because they feel like they’re doomed and that life is against them.

Bad Belief #2: It shouldn’t be possible to do it that quickly . . .

Bad Belief #3: It’s shouldn’t be possible to do it that easily . . .

Both of the beliefs above are rooted in people believing that the path to success should be slow and hard. Which is why we have ditch diggers and garbage men nothing against those folks nothing at alland I’m very, very thankful they do that kinda workand I’m sure you are too!

Bad Belief #4: These people can’t tell me anything because after all I’ve got XYZ degrees (or I’ve been in this business for 20 years now and I’ve seen it all . . .)

Bad Belief #5: I need to be certified by someone to do this.

This one is highly prevalent in people who bow down to authority.

Bad Belief #6: People who succeed are evil . . .

You don’t want to ignore this highly common belief.

Bad Belief #7: This is only for X kind of person . . .

You can plug “white”, “rich”, “Smooth-talking”, “Extroverts”, “women”, “Young people”, etc., etc., etc.

People love pulling this excuse out…

But notice that none of these beliefs have anything to do with “cost”.

People might tell you they’re not buying because of cost but that isn’t reality.

People find a way to pay for what they feel they can’t live without.

This is why you see satellite dishes attached to beat-to-shit trailer park homes.

This means that when you can get your perfect prospect to believe it is possible for them to make something happen with your product, price won’t be a problem.

Moving on with why your offers aren’t working … we come to the

3rd Reality of Selling: Belief Is Hard To Come By

If your product is directed at an ambitious person, you’ve already eliminated 98% of the market.

Within every market or niche you have a sub-segment of people that are more ambitious than everyone else alas our 2%!

Now to understand and benefit from this 3rd reality of selling let’s begin by taking a look at:

The 4 Stages of Belief Prospects Go Through Before They Will Buy

Stage #1: Unbelievable but Super Desirable Offers

I’m gonna go out on a limb here and say that no one listening to this podcast will ever use an offer from this category.

Here’s an EXAMPLE of What I’m talking about: “This belt just shocks the fat off your body while you kick back on the couch watching TV”.

Now, claims like this will attract the least attractive type of clients and if you do get them you’re gonna have to deal with all the headaches that come with them.

If you do use claims like this in your offer my guess is that you won’t be in business much longer because once these people figure out how worthless your promises are they’re gonna become your worst nightmare.

Forget the fact that they were dumb enough to believe you in the first place they’ve got no life no friends and nothin’ but time to wreak havoc on you.

Stage #2: Attainable By Sweating Your Butt Off Using Sheer Will Power

A great example of this is P90X or think of what people have to go through lot’s and lot’s of time and effort to get a black belt.

I consider this the no-cheating category and it includes anything that’s gonna require your prospect to exercise an extreme-level of discipline in order to succeed.

The kinds of people who gain success via a route like this are without question some of the best clients you could ever have.

Stage #3: Attainable By Having Access To A Master/Coach

Think about getting your doctorate in chiropractic or getting access to Big Tony for personal coaching.

I’m doing this now with Hannah Rae by hiring the coach that currently trains her.

She’s on the top-ranked team at the academy level in the state and her coaches and trainers are known for being the best of the best.

The major power behind this stage of belief is having someone else a person or persons who are known for being “a trusted authority” who’s further along the path your prospect wants to go who actually believes in your prospect.

Because of this, they’re seen as extremely credible in the eyes of the prospect which leads to their willingness to trust in the guru’s judgment and to follow their instructions.

Here’s a great example from The Matrix.

Stage #4: Attainable By Sheer Luck or Circumstance

Think the lottery here or like Paris Hilton being born a Hilton or think of anything someone else did and became massively successful with it the first time they did it and they did it without a guide and without instruction.

OK now that I’ve gone through those four I wanna give you the BIG TAKEAWAY.

Listen closely: Every time you make a claim about something you want people to buy into they subconsciously run your offer through the filter of these four stages.

And they do that so they can figure out which stage of belief applies to your offer and the promises you’re making within that offer.

They wanna know specifically which of these stages would need to be working in their favor in order to obtain the get awesome results you’re promising.

So, when they’re checking out your offer they’re processing these thoughts at lightning speed and asking themselves:

1. Would I need to sweat my butt off or tax my brain till it’s ready to explode in order to have this work for me?

2. Would I need to have a master trainer who believed in me and guided me through all the pitfalls in order to have this work for me?

3. Would I need to just get plain lucky for this to work for me or am I already lucky in this area and believe I can keep my luck streak rolling with this new opportunity?

4. Or, would I have to be a complete idiot to believe that this is possible?

These are the questions your prospects are asking themselves.

These are questions YOU’RE Asking Yourself so, knowing everything your perfect prospect needs to believe in order to purchase what you’re selling then consciously addressing these needs and building that into your offer and your pitch will make your offers 1,000 times more potent.

This exercise requires you to know your prospects like the back of your hand so you can ask yourself this question:

“What is everything my prospect needs to believe in order to buy my stuff?”

And quite honestly the answer to that question is counterintuitive.

As an example 19+ years of selling stuff online has taught me that offers which require prospects to believe the fewest number of promises preferably one thing – work far, far better.

I am thoroughly convinced and completely persuaded that your offer is gonna fail if prospects need to believe more than three things about it.

Why?

Because more often than not they’re gonna take a pass on your offer before they arrive at the point where they can believe all three promises at a satisfactory level.

Now, you might be thinking: “Is that really true Ken? that’s really how it works?” and my answer to that is an EMPHATIC Well Yeah! And now that I’ve answered your question let me ask you one: Can Getting People To Believe In Only One Thing Improve Your Sales by a Multiple of 10 not 10% but by a multiple of 10 that’s a 1000% increase? If you’re thinking ah probably not you’d be dead wrong.

Now a great way to illustrate this for you is by telling the story as best as I can remember it about a guy who was in attendance at a Perry Marshall seminar.

Turns out this guy was a client of Perry’s and his business was like a business opportunity gig where his ultimate goal was to find people who owned a business and then convince them to let him sell it to someone else.

Turns out that a lot of people really don’t like the business they own and if given the right opportunity they’ll sell it so they can start pursuing the next dream scenario or whatever.

The problem with this guy’s business before he actually hired Perry was that even though these were very high-ticket sales his close ratio was terrible like less-than two percent.

The guy got prospects by running ads and driving prospects to a seminar and what caused his conversion ratio to be so low was that his prospects had to believe like six or seven things before they would buy into his program.

So, he hired Perry and the first thing Perry did was to completely rework the sales presentation so that the prospects had only ONE thing to believe .one hurdle if you will to overcome in order to make the purchase.

So, what kind of effect what level of improvement did this have on the guy’s closing ratio and ultimately his bottom line?

He went from essentially a two percent closing ratio to over 20% which is a ten-fold increase in sales which multiplied his revenue by a multiple of ten literally overnight.

And that my friend is the amazing benefit behind making it easy for your prospects to believe your offer and you do that again by reducing the number of things they’ll have to believe in order to see themselves succeeding with what you’re selling.

So, based on that my question to you is simple: Are your offers asking prospects to believe 27 things or are you asking them to believe one?

OK let’s do a quick recap of what we covered on today’s episode “The Painful Reality Behind Why Your Offers Aren’t Working and How It’s Killing Your Sales Online”

We started off by talking about:

1ST REALITY OF SELLING which is this: Most People Online Don’t Want What You’re Offering

Remember Even if I’ve got the greatest offer ever created and even if I’ve got the greatest skill set ever and can give you the results you want

…most of my perfect prospects will tell me that they don’t want to give me money for it.

Think about it.

Even if I’m good enough to create campaigns that produce and average conversion rate of 20% online which is legendary by the way I still have to face the reality that 80% of the people who saw my offer still didn’t buy they still said, “no.”

9. Reason #1: You’re not directly asking for the sale
10. Reason #2: They don’t know how to complete the purchase because you’re not giving them clear instructions
11. Reason #3: They don’t want what you’re trying to sell them
12. Reason #4: They liked what your competitor was offering BETTER!
13. Reason #5: They don’t feel like what you’re selling is a good fit for what they want.
14. Reason #6: They don’t like you
15. Reason #7: They don’t 100% believe what you’re telling them
16. Reason #8: They don’t believe in themselves

This could be THE MOST VALUABLE LESSON you get from today’s episode if you’ll let it be:

Don’t pitch high dollar services or products to people who haven’t already demonstrated that they’re suitably interested in what you offer.

2ND REALITY OF SELLING: Almost no one has the ambition it takes to improve their situation

Bad Belief #1: I don’t have what it takes, or I’ll find some way to screw it up
Bad Belief #2: It shouldn’t be possible to do it that quickly . . .
Bad Belief #3: It’s shouldn’t be possible to do it that easily . . .
Bad Belief #4: These people can’t tell me anything because after all I’ve got XYZ degrees .or I’ve been in this business for 20 years now and
I’ve seen it all . . .

Bad Belief #5: I need to be certified by someone to do this. This one is highly prevalent in people who bow down to authority.
Bad Belief #6: People who succeed are evil . . .
Bad Belief #7: This is only for X kind of person . . .

3rd Reality of Selling: Belief is hard to come by

Every time you make a claim about something you want people to buy into they subconsciously run your offer through the filter of these four stages.

And they do that so they can figure out which stage of belief applies to your offer and the promises you’re making within that offer. They wanna know specifically which of these stages would need to be working in their favor in order to obtain the get awesome results you’re promising.

So, when they’re checking out your offer they’re processing these thoughts at lightning speed and asking themselves:

5. Would I need to sweat my butt off or tax my brain till it’s ready to explode in order to have this work for me?

6. Would I need to have a master trainer who believed in me and guided me through all the pitfalls in order to have this work for me?

7. Would I need to just get plain lucky for this to work for me or am I already lucky in this area and believe I can keep my luck streak rolling with this new opportunity?

8. Or, would I have to be a complete idiot to believe that this is possible?

These are the questions your prospects are asking themselves so, knowing everything your perfect prospect needs to believe in order to purchase what you’re selling then consciously addressing these needs and building that into your offer and your pitch will make your offers 1,000 times more potent.

If you enjoyed reading this transcript and listening to the show …and you want to sell more of your products and services online in 2018 …then you’re the perfect candidate for the FREE Downloadable PDF Resource “The Seven Realities of Selling.

You can download the PDF version of this resource by visiting www.funneltribes.com/seven-realities-of-selling/

Lastly …I’m going to be revealing a NEW and absolutely incredible methodology my team and I have created (and have been working on for the last two years.)  I can’t say much about it just yet …but it deals with what I call Genetic Buying Triggers™ and Genetic Buying Responses™.  From what I know now, and from everything I’ve seen …it’s going to revolutionize the way products and services are sold …especially online.