Episode 22: From Modest to Mighty: How Lorraine Ball Transformed a 250-Subscriber Email List into 10,000 StrongFebruary 6, 2024
Episode 24: The Blueprint for Virtual Summit Success: Shawn Q’s $100k Sales, 2k+ Leads, and 45 Speaker LineupFebruary 20, 2024
Episode 23: Are You Missing These 3 Critical Online Business Fundamentals?
Find out how a casual conversation with a friend led to an eye-opening discovery that could impact your business. Stay tuned to uncover the unexpected twist that could change the way you approach your sales process.
In this episode of the Acquire podcast, Jennie Wright dives into the importance of simplifying the sales process to enhance customer satisfaction and boost con. She shares her own experiences, including a client’s complex and time-consuming sales process and her own encounters with purchasing products.
By emphasizing the need for immediate support for customers with urgent needs and highlighting the impact of even small barriers on customer experience, Jennie drives home the significance of a frictionless sales process. Her insights on tracking and analyzing the sales process, eliminating unnecessary steps, and providing clear pricing information are super valuable for online entrepreneurs.
If you’re looking to improve customer satisfaction and increase con, this episode is definitely worth a listen! Jennie’s conversational and relatable approach makes the topic easy to grasp, offering practical tips to simplify your sales process and enhance the overall customer journey. So, grab your headphones and get ready to dive into this insightful episode!
Google and Yahoo authentication info– what you need to know.
Connect with Jennie:
On This Week’s Episode:
1. The essence of business fundamentals through niche focus and consistency in crafting impactful lead generation and sales events.
2. Understanding the impact of lead generation events on infusing email lists with new leads and addressing attrition.
3. The importance of a frictionless sales process in turning browsers into buyers and promoting repeat purchases.
4. Examples of lead gen activities such as webinars, workshops, free consultations, and ebooks, and their effectiveness in building a list and attracting ideal clients.
5. The need for businesses to identify and remove any friction in their sales process, regardless of its size, to create a seamless purchasing experience for customers.
6. The impact of Google and Yahoo’s email authentication changes on email deliverability for email marketing, and the importance of domain authentication for successful email marketing.
7. The necessity of setting up DKIM and DMARC records to ensure email legitimacy and handle non-legitimate emails in compliance with the new email authentication requirements.
8. Strategies for streamlining the sales process, simplifying the order process, and providing clear and transparent pricing to enhance the customer experience and generate revenue.
Join Jennie Wright as she shares her expertise in list building, lead generation, and sales strategy, offering valuable insights and practical tips for businesses keen on improving their email marketing and lead generation strategies to achieve a frictionless sales process.
Uncover the essence of business fundamentals through niche focus, lead gen events, and seamless sales processes.
Jennie Wright [00:00:01]:
Hi. This is the Acquirer podcast from the Odd Phonic Podcast Network, and I’m Jenny Wright. I’m your host, a list build and lead generation expert, and I’ve been helping people build robust email lists and sell programs, products, and services for well over a decade. This is the podcast that delves deep into the world of list building and online events, and it’s designed to empower entrepreneurs and marketers with the knowledge and strategies to master these essential business growth tactics. And I really want to talk about a couple of different things. And, I’m sort of a bit tired today. Went for a really long pool swim this morning, so we’re gonna have a bit of a chill vibe. And we’re gonna be talking about Google and Yahoo and what they’re doing for email deliverability and how this is going to affect you if it isn’t already and what you can do about it.
Jennie Wright [00:00:47]:
I also wanna talk about when you should host a lead gen event or a sales event and how they can complement each other. And then lastly, I wanna talk about how to create a frictionless sales process, especially if what you offer in terms of your products or your programs is of a higher tier price because the higher the price, the more steps there could be and the more friction you could create. And, actually, it should be almost frictionless for all steps regardless of price. But for some reason, as prices go up In our programs, products, and services, there’s more friction. And then depending on the industry, there’s even, like, way more friction because then we put in sort of like crazy steps like, you know, presales call, sales call, intake forms, and and this, that, and the other. And then our buyer or our potential buyer can really struggle in that process. So we’re gonna talk about that. So let’s get into this Google and Yahoo email authentication.
Jennie Wright [00:01:47]:
Now I am no expert in sort of like the technical aspects of this, but I can tell you that it affected me and several of my friends last week. My friend Katie messaged me. Last week, she was trying to get an email out to her list, and she kept getting this error message from ActiveCampaign, which is the, email marketing provider or builder that a lot of us use. And This is, like, just not for ActiveCampaign. This is for everybody because it’s this this is going, like, full on. She couldn’t send her email. She messaged me. She’s like, Jenny, what’s up? I get into email marketing.
Jennie Wright [00:02:20]:
There’s this big red message basically saying that her domain is not authenticated. And so we needed to take a look at this domain authentication. Long story short, the easy fix Was logging in to the, you know, the, go like, GoDaddy account and then asking for a, a manual check on our DNS, making sure there was proper c name records and so on, and then ActiveCampaign kinda did the authentication for us because there was, like, a a button to hit. But The best practices for email marketing are changing. If you’re using a Gmail address in your email marketing system as as your, like, your domain. You’re kinda screwed. Like, you need to change it now. Bulk delivery is, you know, getting to more and more difficult.
Jennie Wright [00:03:11]:
They wanna put more stringent sort of regulations and rules around it so that we’re getting less spam, because god knows we all hate getting spam The we get a boatload of it every single Jason, and now is trying to ensure delivery of bulk email senders that are are not spam. And so these authentication requirements, help prevent that spam, and they’re taking effect right now. So if you are having problems sending your email or if you’ve seen this message, perhaps somebody on your team has taken care of it, which is great. But, basically, just to sort of give you the overview, Google has outlined these requirements, that are happening right now. It started in February of 2024 it’s impacting all senders but most, like, mostly on the bulk sender side and simultaneously, Yahoo is introducing a parallel set of requirements having the same effect. These changes are completely designed to enhance deliverability, to try and build trust and credibility within the email marketing space and to help avoid are, like, good emails from going into people’s spam filters because that’s happening too. Like, I’m getting a boatload of crappy, spammy emails telling me to click on stupid links that I’m never gonna do, and then some of like, some of our emails are going into people’s spam boxes, and it’s driving me nuts. So it’s gonna optimize That sort of process, it should actually improve sender reputation, which will help us, you know, keep our emails out of people’s spam boxes, which is great, and then ensure uninterrupted communication.
Jennie Wright [00:04:46]:
At least, this is the plan. How this is all gonna work, I mean, gosh, I’m not entirely sure, you know, If you’re I don’t know. Sometimes I feel like these these new requirements are really great on the outside and whether or not they get implemented properly. I don’t know. And then you’ve got spammers and all sorts of nefarious people who manage to work their way around all these things. So in the long run, it’s a better it’s it’s a better. So one key aspect of this is the necessity for email senders to set up what’s called DKIM email authentication. And on top of DKIM or DKIM, a basic DMARC record is now also required.
Jennie Wright [00:05:28]:
The difference between them in a nutshell is that DKIM allows or attempts to verify whether an email is legitimate, and DMARC suggests what to do with the email that isn’t legitimate. So there’s these 2 different things. When we kinda go through the process of making sure our DNS records are all Wright and you go through this process with your email marketing provider, which, by the way, should make it pretty simple. There should be some, like, simple button under your settings where your domains are located to to fix this up. And I’m actually gonna put the link to the article that really sort of, sparked my interest on this and also gave me this the solution. I’m gonna put it in the show notes for you so you’ll be able to come take a look at that. So if you’re not already on top of this, Make sure that you are or at least inform your team so that they can keep an eye on it. Send them the article so that you know? Because it’s happening right now, and you don’t What you don’t wanna have happen is what happened to my friend, which was when she was trying to send an email.
Jennie Wright [00:06:27]:
She couldn’t because it said her domain wasn’t verified, and it was like an email she needed to get out. So you don’t want that to happen. Get on top of this now, and then you won’t have any problems. So that’s kind of, like, the the synopsis of what’s going on in that. You know, overall, these changes do improve the email marketing space. It helps Our deliverability, it helps get spam away from all of our potential clients. I don’t know about you, but I’ve, Oh my gosh. I’ve got an email, spam filter that pulls all the spam into full like a folder and tries to keep it out of my inbox, and even that spam filter struggles.
Jennie Wright [00:07:07]:
I still get spam in my inbox. And, Gosh. They’re getting really, really good. I actually got a spam email, definitely a phishing email, I think, yesterday or the day before. And, my I mean, this one was really properly written. Somebody actually did the grammar on this one, you know, All the The, it looked authentic. And, of course, I know better. And by the way, the easiest thing to do is take a look at the email address, that’s being sent from because, you know, if they say they’re from Facebook, they’re not.
Jennie Wright [00:07:41]:
If they say they’re from Apple, I mean, I get those all the time, they’re also not. So if If you take a look at that, that’s usually a dead giveaway. Whatever you do, don’t click on any links, please. Okay. So that’s enough about that. Get it sorted. You’ll be happier for it, and your email marketing will obviously go to the right sources and and and well, not well, go from the right sources to the right people, which is what you want. Next up, I wanna talk about when you should host a lead gen event or a sales event or both, and why? So you’ve probably already launched a couple lead gen events.
Jennie Wright [00:08:19]:
You’ve possibly had some launches too, probably quite a few actually just get to where you are, to be making the kind of income that you are or to be selling the kind of products that you do. Launches and lead gen go hand in hand. Right? Lead gen events are designed to attract and and capture potential customers’ interest and also their contact information. And the primary focus for a lead gen event is generating leads over and like, it’s generating leads more than working on sales. Wright? So sales are always a wonderful side benefit of running a lead gen event like a summit or a challenge where you have, like, a VIP package because then you’re obviously still making some cash, but the goal is always lead gen. That’s why lead gen events are almost always free or very low cost because the goal is to build the list. The goal is to attract ideal clients to get them into the business, to get them into your ecosystem, and then you can work on getting people to open their wallets. Right? So when we’re doing this, we’re focused completely on trying to attract that ideal client to get people interested in you and who you are and what you do.
Jennie Wright [00:09:28]:
I love for this webinars and workshops, because they are easily you know, you can get them up really, really easily. They offer, like, sort of, like, you know, educate like, educational slash entertainment side of things, and they can be insightful. And, again, they’re really easy to get up and done. Like, you can get a webinar up and going and, you know, being promote like, promoted. Jeez. Like, in a day. I just had to do this. I had a client who was like, hey.
Jennie Wright [00:09:58]:
You know what? I wanna do something for Valentine’s Day. Okay. Cool. It’s Friday night and, the Friday night before Valentine’s Day, which is next week kinda thing. What do you wanna do? Like, oh, I wanna do a giveaway. I need a landing page. I need this and that. Okay.
Jennie Wright [00:10:14]:
Alright. Well, giveaway is great, but how are you gonna get people interested? Well, let’s let’s put it inside a webinar. Sweet. Okay. When are we doing the webinar? We’re doing the webinar on Valentine’s Day. Okay. We got, what, 5 days? So, yeah, the turnaround is really, really quick. You know, you get in touch with the team.
Jennie Wright [00:10:32]:
The team’s like, sure. No problem. Get a landing page up, get some email marketing set up, get a couple graphics done, and you’re off to the races. That I mean, that’s normal. Another client of mine right now is running a, 5 day challenge, next week. And that 5 day challenge is actually a sales event, not a lead gen. So you can run a 5 day challenge as a lead gen event, but also as a sales event. I’m gonna talk about that a little bit more in a minute.
Jennie Wright [00:11:01]:
However, this particular, workshop came about really, really fast. I mean, basically Wright. It it was a conversation that was had, you know, when everybody was kinda sitting around talking with each The, this is my client, not me. And, she was talking to a couple of her friends, and the friends were like, let’s Stew The, and I think within about 72 hours, they had everything done, landing page, VIP package, promotional emails and content, and this thing was out in the public. And it is a free challenge, but they have, like, a VIP package. And the majority of what they want is the VIP package, and and I’ll talk about that a bit I’ll talk about that a little bit more. So back to lead gen events. Right? The other thing that works really, really well is free consultations and discovery calls.
Jennie Wright [00:11:53]:
As long as you’re providing a personalized advice or personalized input and solutions for those people. It’s a slow lead gen, obviously. This is more if you’re doing high ticket. I’m actually doing this next week with a client. We’re running a campaign where we’re offering 5 free consultations. Consultations are usually $350, so we’re offering 5 free consultations. And that’s a little bit of a promo that they’re doing just next week, throughout the week of valentines. Their business is perfectly positioned to take advantage of this.
Jennie Wright [00:12:29]:
Their business deals, in in sort of the legal space, and it’s a wonderful way to get people who are interested in making sure that their, you know, their Relationships are, sort of bulletproof in terms of maybe, like, a prenup or estate planning or something like that. So that’s That’s what we’re doing there, and, it’s gonna go over really, really well. And we don’t need a landing page for it. So it’s still a lead gen event, but we don’t need a landing page because we can send them directly to a booking link, and we can waive the fee if the person who is, booking that call uses a specific, you know, set of Wright. Right? So we can make sure that that fee is waived. We’re not getting them to pay that $350, and they’re getting some really great advice from a professional, and perhaps that turns into some clients. I mean, I anticipate that it will because those calls are really, really valuable. You know, free consults have a place, and they also show a space of goodwill.
Jennie Wright [00:13:26]:
They also help people to build trust with you, and they also add a little bit of FOMO. Normally, this is a $350 call. You’re getting it for free. There’s only 5 available. Make sure that you put, you know, this keyword into the notes when you’re booking the call to waive the $350 price. Kinda neat. Right? There’s other things that work really, really well. You already know these.
Jennie Wright [00:13:51]:
These are ebooks. These are, you know, guides, That kind of thing, like, a just a general lead magnet works as Wiehler. But, again, these are slow. The best Lead gen activities, these lead gen events, the quick and easy ones are webinars and workshops. They’re gonna get you the biggest bang for your buck in terms of your effort and also your ROI. These are all quick things to do. Right? It doesn’t take long to create them, and and with the advent of, AI, I mean, you can create all of this super fast. Again, watch out for your outputs from AI because if you haven’t trained your AI properly, it’s going to sound Nothing like you, and your people are gonna be able to tell.
Jennie Wright [00:14:33]:
Everybody knows what Chat GPT sounds like right now unless you spend the time to train it up and get it to a point where it actually sounds like you. Like, I invest a ton of time in my, my chat JBTs to make sure but they have all the information to help them create outputs that either sound like me or my clients. And then I still go through them and I still edit them and I still make them sound better because it’s not a 100%. And it’s never gonna be a 100% in my in my opinion. It’s gonna get close, there’s always gonna be that small differentiator. So, you know, keep an eye on that. For a big lead gen event, before you want to launch something like a summit, Sorry. Not a summit, but, like, before you launch a big program, product, or service that needs a lot of people in it, like, if you wanna sell a 100 spots in your, in your course, or you have, you know, a big membership that you wanna launch, You need a bigger lead gen event, or you need more consistent lead gen events.
Jennie Wright [00:15:32]:
So you either do big summits, Okay? And, or medium sized summits or even a small audio summit or something like The, or or and or You also do the smaller lead gen events. So I think the the biggest and the best mix for most people is at least 1 summit a year, spring or fall, and then you intermix webinars and jobs in between consistently to continue to bring in leads. So the name in the game is consistency. If anybody knows me, I keep talking about the fact that this should be, you know, sort of like, hidden tattooed on all of us because none of us do it properly. All of us should be doing it properly. And if you’re not, you’re losing 1,000 and 1,000 and 1,000 of dollars every single year With lack of consistency, it is a huge, huge money waster if you’re not doing it. Consistency is key. Anything I’m talking about, you gotta do it consistently.
Jennie Wright [00:16:30]:
So, yeah, you need to have, like, a larger list build event at least once a year to pull in what I call, a, basically, a a list infusion. You’ve got to infuse your list with new leads. You’ve got to bring in new people because there is always, attrition. There’s always enough people leaving your list that you need to replenish them. An example of this is a a a girlfriend of mine went to a speaking event a couple weeks ago. She offered up a freebie on her like, when she was speaking from stage, she had a QR code right on her presentation, which is great great way to do that, by the way. I did it for mine, for Kapschovian’s live in January. Worked super well.
Jennie Wright [00:17:08]:
Half the room downloaded my freebie, and I and I actually booked calls from that and and I close clients, which is great. But, so this friend of mine did it. She I think she got, I don’t know, a 150 new leads into her email list. Problem was is that when she went to email those people, She had a massive amount of attrition. She couldn’t figure it out. And it’s not that she did anything wrong. It’s most likely that, You know, it just wasn’t the right people in the room, and and that kind of falls on a little bit of the, the host who hosted the event kind of you know? There was 2 well, I actually know the event. And I actually checked it out based because this happened, and I wanted to know what happened.
Jennie Wright [00:17:53]:
So So I took a look at the event. I took a look at the speakers that were there. I took a look at the topics, and you know what? It was too diverse. It’s just like running a summit where you think that everybody is your ideal client and you talk about everything, and it’s, you know, that and the kitchen sink. Don’t do it. It’s not niched in enough. And as a result, my friend spoke at an event that wasn’t niched in enough, not that she would have known. And the result was, yeah, she got a 150 new leads, but she kinda, like, lost a lot of them when she emailed them because they weren’t the right people.
Jennie Wright [00:18:25]:
There’s a there’s a need for niching in. There’s a need for consistency, and there’s also a need for for creating lead gen events that are actually gonna work for your business, and doing those on a regular basis. So lead gen events are amazing. You wanna do those before you wanna do a launch event. Let’s talk about launch events or sales events. So these are the events that are geared towards converting leads and paying and turning them into paying customers. Your focus is driving immediate purchases and revenue generation. That’s it.
Jennie Wright [00:18:56]:
I mean, besides the fact that you’re still obviously Wright build know, like, and trust. You’re still trying to get people interested in who you are and what you’re trying to do. Hopefully, you’re spending time in engaging those people. But overall, that’s the goal. Wright, so what’s gonna work for a sales event? Now I mentioned a little earlier that one of my clients is doing a, sales event in the guise of the 5 day challenge It’s actually a really smart way to do it because you kinda kill 2 birds with 1 stone, you’re creating a lead gen opportunity. You’re getting VIP sales. You’re building trust. You’re creating education and entertainment.
Jennie Wright [00:19:33]:
You have that VIP package again that’s creating a little bit of sales, and then you’re pushing your program, product, or service. And in the case of this particular person, this is a high end product exceeding $30,000. You know, we’re hoping that that client gets anywhere between, jeez, 10, 15, 25, I mean, 30 new clients would be great in that. This is the 1st time this particular client is running this style. The plan is to do at least 1 per quarter. That’s a great sort of revenue injection into their business, especially if we can get the numbers up. And then your goal is to you know, your goal is to have anywhere between 204100 maybe, like, paid people in the room. So it’s free to register for the challenge, but then there’s This paid component, this VIP, and getting about 200 to 400, or more paid VIPs would be ideal.
Jennie Wright [00:20:26]:
You’re making okay money off of that. It’s covering part of the cost of of putting on the event. And then, obviously, you wanna sell your program, product, or service, whatever denomination, and whatever amount of people you want, then you’re creating some really good revenue. Rinse and repeat on a quarterly basis, and you’re gonna see results. Okay? Again, consistency. If you do it once and it doesn’t go well, do it again. I don’t understand why people Just do a webinar or a challenge or a summit once, and they’re like, didn’t go exactly how I wanted. You know? It didn’t make $1,000,000, you know, wasn’t able to do this, that, or the other, and I’m just gonna not do it again.
Jennie Wright [00:21:07]:
And we’re gonna pivot and do something else. That is That The the worst thing to do. And as an online entrepreneur, I beg people not to do that because it It messes you up. It’s not, you know okay. Let me rephrase it. I used to do cold calling every single day. Cold calling on the phone and booking sales appointments and then literally going door to door to like, door to door businesses and selling. That was my job.
Jennie Wright [00:21:34]:
I was in my, mid twenties when I did it, and I did it until my late twenties. And, every time you get a no, unless you know how to kind of like hit that reset button Everything changes. So somebody says, no. I’m not interested. Get out of my, you know, get out of my business, or it’s too expensive, or I don’t have enough time. Every time that happens, it kind of, like, eats away at your confidence, it changes the way that you speak, You you become anticipatory for responses. So before the person even says anything, you already have it in your head they’re gonna say no, and you already have something to say because they’re gonna say no, and then you’re kinda shocked when people say yes. You end up becoming a really crappy salesperson, if you don’t have a reset button.
Jennie Wright [00:22:21]:
Same thing goes as an entrepreneur. You are definitely not at your best if you can’t have a reset button after something kinda goes, like, sideways. Right? And how many times does stuff go sideways as an entrepreneur? Like, Wright. I’ve been doing this for over a decade. It has happened a lot. And, yeah. Dust off and get up and keep going. I mean, I don’t say it often anymore.
Jennie Wright [00:22:42]:
I used to say a lot, but I’ve got a little bit of a suck it up buttercup kinda attitude to these things. I will I will have my pity moment that things didn’t go the way I wanted, then I will do the data and the analysis, Then I will get a little bit hungry to make it better, and I will get determined to make it happen. Right? And this is this is something that I’m it’s just not, I mean, I’m not the only person who thinks this way. It’s kind of a trait for people in our space. And, whether or not it’s completely mentally healthy, I I couldn’t tell you, but I can tell you that, with a lot of, introspection or introspective thought and emotional regulation. This works for me. So if it works for you, great, or however you need to kinda make it happen. You need to have a reset button.
Jennie Wright [00:23:33]:
Okay? Because if you run a sales event or if you run a lead gen event that doesn’t exactly work how you want it to the 1st time out, Walking away is not the not walking away is not the best thing because a small tweak or continuous improvement or consistency is gonna be the big game changer for it. And this reminds me of, Sean Q, a friend of mine and a guy who’s run a bunch of, free challenges. Like, his 1st challenge made him nothing. I think his last challenge made him over $250,000. Okay? So in a space of, like, running, I think it’s, like, I don’t know how many challenges challenges at this point, I think 19 or 20 challenges, he’s gone from making nothing to making a, you know, a quarter of a $1,000,000 off a challenge, right? So and that’s just because of the consistency and the refinement and the process and improvement. That’s what you gotta do. Alright. So let’s let’s match our lead gen events with our sales events, and then I really wanna get into frictionless sales process because this actually helps everything that we’ve been talking about.
Jennie Wright [00:24:39]:
So there’s actually a theme. I mean, you may not think that email you know, The theme to this episode is all kind of together, but it is. And it has to be about improving your email marketing, making sure that’s on point because if that, if that Google issue is happening, none of your emails are getting out. You wanna make sure you have a good lead gen strategy before you have a launch strategy, and then you wanna make sure that your sales strategy is frictionless. This whole process that we’re talking about today, I mean, the email thing is a little bit of a one off. Everything else is a rinse and repeater. Okay? So if you wanna match a lead gen event with a sales event, There’s a couple things to think about. I mean, you can you can interchange these any way you want.
Jennie Wright [00:25:17]:
I love a, webinar or a workshop to be matched up with a product launch for a, a course, a coaching program, or a high end mastermind. Works really well. So a free consult or discovery call, that one I really love selling into a mastermind or a half day VIP. And then if I do just a simple lead magnet, Those really work well with a lower end course or, well, yeah, a lower end course that leads to a discovery call, that leads to a higher end product if that’s what you sell. But lead magnets are never gonna get you, like, the sale of your $35,000, mastermind without a lot more, education and potentially even calls, at least not for everybody. Some people sure. And, I mean, some people are gonna be like, yeah. I do it all the time, Jenny.
Jennie Wright [00:26:16]:
And that’s awesome. Congrats for you. But the majority, no. So kinda to wrap this piece up, this segment up, you know, lead gen and sales events go hand in hand. And the whole thing works when you know your target audience. It works even better when you know your niche even better, and it is stellar when you know who your target audience is, you’re niched in, and you’re offering what they need in the moment, you’re delivering value, and you are thinking about every single stage of the customer journey Wright up to and beyond sales. Okay. And that brings me over to the last segment for this podcast episode and it’s about frictionless sales.
Jennie Wright [00:27:01]:
So you might think that your sales process is awesome and it probably is There’s probably a really good process However, I always find something that creates friction. So I do a lot of, marketing audits in businesses. I work as now as a CMO. I’m a CMO, a fractional CMO in several businesses now. You know, one of them I’m spending at least Two thirds of my time in, and then I’ve got 2 others that I’m spending a smaller part of my time in and one that I’m consulting in. So Whenever I do any CMO work, fractional, of course, I always do an audit first, and that audit usually takes me about 30 days, and I’m always looking into all the nooks and crannies of the The. And I’m one of the things I’m always gonna look at is the sales process. Also lead gen, but we’re gonna focus on sales right now.
Jennie Wright [00:27:51]:
And And when I look at the sales process, I’m looking at the things that hang people up and keep them from moving forward. Examples are I mean, everywhere. From not having, you know jeez. Here’s a good example. Actually, I think I did this one way back in the day when I was, selling a membership. I didn’t have, actually, what I had is a button on my sales page that then led to another page where there was way too much text, Way too much going on before the sales form. I thought I had to, like, reinform everybody, reeducate them before they got to that, intake form or the, you know, the sales page where they actually inputted their credit card information, and it slowed down sales. When I removed all that information and just gave a quick summary, I think it was 4 bullets that summarized everything that was on the sales page or what they got, Then that became less friction, and all of a sudden, I was getting more sales.
Jennie Wright [00:28:49]:
Crazy stuff. Another example is if you have to have people Do an intake call with somebody on your team before they get to you for the main sales call. If there is an intake call, That’s fine. I get it. You wanna vet your people and make sure that this is the right potential client before you spend an hour on the phone with them, before you, you know, potentially sell them something of high end value, then make sure that the person answering that intake call or doing those intake calls is so well trained on hearing and seeing people and making sure that people feel understood The there’s no friction in that. If you create friction in that first step, whatever it is, and if it’s not a person they’re talking to, if it’s an intake form that you The review and then they book, you know, through a Calendly link to book with you. Look at that process too. So if your steps are, You know, go to a sales letter page.
Jennie Wright [00:29:47]:
Fill out a form. And the form is an embedded form, and it has 19 steps. I did this happened for a client of mine. It was like a CSV oh, sorry. Sale yeah. Sales letter page 2 in embedded form that had 19 steps. 19. Oh my gosh.
Jennie Wright [00:30:08]:
And then after that, they, they entered their name and email at the end of that form, then they went to another page that had a Calendly link. They then booked that Calendly link with that Calendly link, but it wasn’t confirmed until the team looked at it and then confirmed it. Right? So oh, and there was a basically about 5 days between, when you would be on that page filling up that form and when you could actually book your call. They had a thing where it was, like, 5 days. Why 5 days? My client told me, when we started looking at this process, that they didn’t like surprises in their calendar, and they liked knowing what was coming up because it made them comfortable. That’s their thing. But if you have a product or if your client has a need for support more quickly than what could be done within a week or more, like, if they have an immediate need for support, waiting a week for that call means they’ve already looked at somebody else Unless The were a yes just by filling out your form which is possible, but not always You know, in the case of people who need support right away, maybe it’s something in, like, a legal matter, maybe it’s something where their, you know, their Kid isn’t sleeping, and they need support there. Those people want immediate attention.
Jennie Wright [00:31:32]:
And if your process is elongated because it’s comfortable for you to have it be elongated, you’re losing people because if they can’t get you on the phone or if they can’t get the solution fixed in and whatever amount of time they feel is comfortable for them, they’re moving on. And you can see this if you track the results. Wright? So if you’re tracking how many leads are actually clicking on your sales page and then clicking to book the call or filling out the form or whatever your process is you have to look for the leaks I say this is like, you know, we got a leaky boat, we’ve got holes Wiehler is slowly filling the boat and unless you’re bailing that boat pretty fast and consistently Eventually, it’s gonna sink. Right? So but if you plug those holes, you’re buoyant. You can you know, you’re fine. However you wanna take a look at that sort of analogy. In some companies, when I look at their sales strategies and their sales processes, it’s not a leaky boat. It’s a bucket without a bottom, and there is no way at all that people are going to stay in their in in their process.
Jennie Wright [00:32:41]:
They’re just leaking out everywhere. So either the form is crappy, the person who does the intake calls and doing it properly or isn’t helping that person feel seen in their need or in their time of need. You’ve got too many buttons or you’re sending people to too many places. Simplification of this process is key. Right? Minimize the obstacles and barriers that are hindering your customer from making that initial and, hopefully, final purchase. Wright, make sure that you’re looking at every step. You’re streamlining everything, including your sales funnel, everything in it, email marketing, all of it to ensure a smooth and seamless experience for your potential customers go through it with a fine tooth comb This includes simplifying the order process, providing clear and transparent pricing, and offering intuitive navigation on your website or your sales platform. And if you’ve got the wrong platform, but it’s comfortable to you, you still need to ditch it.
Jennie Wright [00:33:40]:
You need to get something different. Okay? I moved everything everything, everything, everything onto Thrivecart, in 2023. So my entire sales platform in terms of, like, my cart, My affiliate, my course delivery, all of it, and my product delivery is all in Thrivecart. It was a simplified process. K? It’s a lot easier. I had Thinkific before and my gosh love the product but it was becoming a problem So where can you eliminate the unnecessary steps? Where can you eliminate the delays, the confusion that could lead to, frustration and abandonment in people’s purchase decision. And if you are not tracking every single one of those things, you are missing out on valuable data. Okay, and you can track it.
Jennie Wright [00:34:30]:
All of this is trackable. You just have to have the right platform or software to make it happen. Get into it. Make it happen. Okay? This is about making sure that folks have exactly what they need, they understand what they’re getting when they make the purchase, and they feel like they’re not having to jump through hoops to make it Ben. Okay? It’s being that friendly guide on their customer journey and smoothing out any of the bumps at any of the roadblocks. Remove all of them. And when you make your sales process frictionless, you’re not just making Their life easier and your life easier, you’re boosting the chances of returning people who are just browsing your stuff into buyers and keeping them coming back for more because You made such a great experience, and you want people to remember The.
Jennie Wright [00:35:13]:
Oh, it was so oh, I wanted that product. When I went to buy it, it was super easy. Here’s an example actually. It has nothing to do with online marketing. Well, it does actually, but nothing with what more you know, normally what I talk about. I was watching dragon Dragon’s Den. And, if you’re in the States, Shark Tank is your equivalent. I was watching Dragon’s Den, and, There was a company on there that was selling a product that I thought was really, really cool.
Jennie Wright [00:35:39]:
It was available online. I thought I would check it out. I had the browser tab open on my phone for, like, 2 weeks before I actually went ahead and made the purchase, when I went to go make the purchase, I had to jump through hoops. It was really confusing to have to choose or buy the product. And because I still wanted it, I went ahead with it, but I was like, oh my god. This is a pain in the ass. When I got the confirmation email, do you know what freaked me out? It said thank you for your purchase and the start of your new subscription. I was like, excuse me? Subscription? I didn’t buy a subscription.
Jennie Wright [00:36:15]:
There was no mention of a sub of subscription anywhere when I bought this product. And now apparently I’m in a subscription, and I could not actually get back to the page where I you know, like, almost like a a profile account or anything where I could cancel a subscription. And it’s been, what, 3 weeks, and I still haven’t received the product. So there’s a lot of problems with me purchasing this product, and it is, like, weighing in the back of my mind because I’ve Paid for this product, and now I’m waiting to see if I’m gonna get recharged for this product, which, by the way, I haven’t even received. You know? Meanwhile, When you purchased I had to we just had to recently purchase a new computer for our business, and we went through Apple. And I you know, as a as a business owner, I went through their business side of things. So you get in touch with the business development people there. You tell them what you want.
Jennie Wright [00:37:08]:
They help you get it all sorted. You you know, they send you a PO. You sign for the PO. And, next thing you know, You’re you’ve got a confirmation email, and The next thing you know, you’ve got a, like, a, your product is, you know, being delivered by whatever, UPS. And that process is incredibly streamlined. You know? There there wasn’t any barrier for me to make that purchase. There wasn’t any barrier to, really making that a solid feeling for me The when it was all done, I still have the excitement of getting this new computer versus the other experience of where the crap is my product that I bought off of Wright, you know, the person that was on Dragon’s Den. Why do I feel like I’m in a subscription when I wasn’t told I was in a subscription? How am I gonna get out of it when I can’t get in touch with anybody? Like, these are bad.
Jennie Wright [00:38:03]:
This is bad stuff. So take a look at your your sales process. Find the friction. Everybody has it, by the way. Even if it’s a little thing, get rid of it. Smooth it out. You’ll have a much better process going on. Okay.
Jennie Wright [00:38:16]:
I feel like this was a good episode. I feel like there was a lot of really good stuff that we talked about. I’m hoping that you got something really valuable out of this. And as always, the Acquire Podcast is produced and edited by Jason Wheeler. If you found this today’s episode to be valuable, please don’t forget to subscribe, rate, and leave a review. Wherever you’re listening to podcasts, I desperately wanna hear what you think. Let me know, and thank you for being part of my community. I absolutely adore getting to know people and supporting them in their journey with They’re online marketing and The list building and they’re launches.
Jennie Wright [00:38:50]:
And I am excited to keep delivering content that empowers you and marketers with list building, lead generation, and launches. The Acquire podcast is brought to you by the Odd Phonic Podcast Network. Thank you so much for listening.