Jonathan Mills 
A couple of weeks ago, my back started playing up. I found an osteopath online that I liked the look of, sent in an enquiry form on their website and…nothing.
So I tried again with another osteopath. This time I found them via a small business directory, completed an enquiry and again, no response. Eventually, my back improved of its own accord — but my annoyance at not getting a response is still alive and well!
This is a great example of how to waste hot leads
To fully maximise your sales potential, you need to make sure that each and every step of your overall sales process is geared up to do just that. This means that from the very moment you initially show up on your potential customers’ radar to the service you give them after a sale needs to be (1) thought out and created intentionally and (2) actually work!
If there’s a breakdown in your sales process, you’re going to lose sales, no matter how great your product or service is
In the example of my elusive osteopaths, they’ve not only lost the sale for their initial diagnosis and follow up treatments, they’ve also lost the potential for referrals. And worst of all, I’m sure they didn’t mean for this to happen. most likely, their online form system just isn’t working, or there’s a problem with the business directory.
So how can you avoid losing sales accidentally? Ask yourself these 6 questions:
How easy is it for people to enquire about my business?
How easy is it for them to get the information they need to make a decision about buying?
How easy is it for them to actually buy?
How easy is it for them to get in touch in the event of issues after purchasing?
How easy is it for them to recommend you to others?
And how easy is it for them to become repeat buyers?
Let’s make this a little more concrete
If you have a business with an online component, you could start by asking how good your SEO is. If you have an online enquiry form, how visible is it? How easy is it to complete? If you don’t have one, how are people supposed to get in touch with you?
Have you tested your online contact process? Does it actually work? And when you do get enquiries, how fast are you at responding?
If you’re listed on a local business directory, does their process work? Don’t just assume they have their system set up properly, test it out!
And finally, check your spam box regularly. You could have enquiries just languishing there, waiting for you to pick up on them.
A potential customer of yours should glide effortlessly through your selling and marketing process…so it’s your job to get the details right, test, don’t waste the enquiries that you do get!
Until next time,
Jonathan
