Your brand is in a race with the competition. The winner will be the one who can communicate the most clearly. Part of that communication strategy is a clear call-to-action to close the business. It seems so straight forward, right? Then why is it so difficult to be direct when asking for the sale?
There’s probably some aspect of nerves. Maybe you’re concerned about being perceived as aggressive. One of the biggest issues that we see is not knowing how to ask for the sale. Here are three tips for how to ask for the sale with confidence.
1. Identify Your Direct and Transitional Calls-to-Action
I like the "Marry me or date me" way of thinking about these two types of CTAs.
Your Direct CTA is for when your customer is ready to get married (or become a customer). This is usually the first step in the sales process. What is the first action your prospect needs to take? Identify this direct CTA and make it clear what you want your users to do.
Your Transitional CTA is for when your visitor isn't ready to marry you yet, but they are interested in a date (or learn more about you). A good example of a lead magnet is a checklist, ebook, or downloadable that helps your customer solve a common problem. This gives your visitor a chance to see your expertise and gives you a chance to start nurturing them through the buyer’s journey.
2. Don’t Hide Your Direct Call-to-Action
As sales and marketing evolved, we stepped out of the pushy salesperson’s role and into the role of educator. We have swung so far in the education direction that we’re stunting our own growth by never asking for the sale. Or at least, hiding the direct call-to-action and using squishy language.
Don’t whisper. Make it loud and clear what you want your visitor to do. Then repeat it throughout your website. If you litter your website and content with “Learn More” language, you run the risk of losing opportunities. Your direct CTA should be a straightforward action like “Schedule a Consultation” or “Buy Now.”
3. Clarify Your Ask in Conversations
Have you ever ended a sales conversation with “So, what do you think?” That’s a fluffy ask and lacks confidence. Don’t be afraid to ask!
When you offer your audience a clear first step, you do them a favor. They don’t have to guess about how to work with you or buy from you. Identify your direct call to action and use it consistently throughout your website, marketing materials and sales conversations. It’s time to stop whispering and start asking for the sale with confidence.
Ready to fix your sales and marketing message? Let’s talk!
Allison found her love for marketing while studying business alongside her theatre degree at Indiana University. She loves offering simple solutions to complex problems (and tacos). In her down time, she loves a good run and staying involved in theatre (which landed her in a SuperBowl halftime show alongside Madonna)