If not now...when? Tips to Engage and Convert "Not Today" Prospects
Are you only focusing on the customers who come to your website ready to do business?
How well are you serving the prospect who comes to your little part of the world wide web and says, “maybe…but not yet.”
One of the most effective ways to serve a hesitant customer is to give them something valuable.
For free.
You’ll hear these giveaways called “lead magnets” or “ethical bribes”.
Whatever you call them, they allow prospects time to get to know you a little better before they commit to using your product or service.
Lead magnets attract money to your business by providing you an opportunity to stay engaged with buyers who need more time to make a buying decision.
No pressure, no obligation…just knowledge.
Your lead magnet lives behind your website’s transitional call to action.
These transitional calls to action are typically something that invites a prospect to get on your email list or watch a video or try a demo of your product. Whatever is most relative to what you do or sell and will help a reticent prospect make a buying decision if they are given a little more time.
Think of the transitional call to action as the thing you want a prospect to do if they aren’t going to click the buy now button today.
What can you say or do to get their number or email so you can stay in touch?
Once you have determined a compelling transitional call to action, you have to put an equally compelling lead magnet behind it.
Good lead magnets:
Establish authority. By sharing some cool ins and outs of your business or answering a frequently asked question that highlights your industry knowledge, or passing along a quick win someone can enjoy by using your product or service, you get in the buyer's brain before the competition… and you get further along winning the hearts and minds of your potential customers.
Generate reciprocity. In his groundbreaking work Influence, Robert Cialdini pointed to the power of reciprocity. When we give something away freely, it creates an irresistible desire to reciprocate in the receiver. In this case, based on the delight factor of what you gave away, what the receiver is apt to give you in return is their money, a referral, or other business positive outcome.
Need some great ideas for lead magnets for your website?
Try a checklist or special report.
If you have a business that works largely on referrals, you may want to share case studies or testimonials.
Free samples and free trials are also a great way to flirt with potential customers and let them get to know you.
Another benefit of the transitional call to action is its one of the best ways to build your customer pipeline and get off the feast or famine rollercoaster for good.
Considering adding a transitional call to action on your website? Let’s brainstorm about it in the comments and get your website working.