It’s a great feeling when someone says ‘yes’ to working with you. You feel effective, successful, and like you’re truly being of service in the world. The money is nice, too.
But what happens if they say ‘I’ve changed my mind’? Or if you have 50 people registered for an event, but only 25 show up?
There’s a second sale that you need to make, and most people don’t recognize it. You have to ‘hold the sale’ and get your new client to consume what they’ve purchased.
Holding the sale:
When someone initially says ‘yes’ to working with you, taking a course or program, or attending an event, they are excited about it. You want to help them maintain that excitement so that they are invested in what they’ve just purchased.
These techniques are called “stick strategies’.
Here are some ways to do that:
1) Get people started right away. As soon as you’ve collected credit card information, or had them sign a contract, send them some pre-work, or an initial assessment. They are already eager to begin working with you, so start that process right away.
2) Send them a gift to thank them for working with you.
3) If they are participating in a program that won’t start for a few weeks, consider having a ‘kick start’ call to keep them motivated and engaged.
4) In a group program, get people connecting by starting a facebook group or a forum. As people connect, they’ll be more engaged, and want to stay in the program.
Having clients consume what they’ve purchased:
Most transformational entrepreneurs don’t just want to make money for a sale, we actually want our clients and customers to achieve transformation from what they’ve purchased. This involves getting them to consume it – to read the book, work through the program, or attend the event.
1) If it’s an event, the strategies for holding the sale apply. Especially if it’s a low-priced ticket, and therefore easy for people to walk away from, you need to take action to get them excited about attending.
2) If it’s a program, reminding people of the transformation that is possible is important. Also, setting up structures for accountability, and perhaps even creating a friendly competition or game with prizes can get people taking action.
3) Books are now including weblinks to assessments, graphics, videos and more that cause people to interact more with their books, and get them engaged online. See what you can do to make an experience more complete, and not only will you keep the first sale, you’ll make more.