The truth about people buying from you online

I’m tired of the tricks. Fed up with the smoke and mirrors. Got a bone to pick with people contributing to the illusion that you can create a Niagara Falls of money, cascading into your pocket, just from “automating your marketing.”

Know what I say to that?

Horsepoop.

Now, let’s preface this by saying one of my personal fascinations this year is how to do more relationship building and nurturing of leads through email.

But I continue to believe that there’s only one way to build a business that lasts – 10 or 15 or 20 years – and that’s by actually talking to people.

And helping them get what they want.

I just met a smart woman who’s a health coach last week who told me she regularly gets 50 or 60 people into her cleanse. They buy off her free teleseminar. She doesn’t need to talk to them individually in sales conversations. Which is so cool, right?

But then she tells me how much she charges.

$100 for 5 days.

My heart sinks.

Because this is classic undercharging your stuff so that you get a lot of buyers.

But guess what?

It also trains your list that you’re a fire sale.

You’re bargain basement.

You’re Costco.

For those of you who have been reading awhile – pop quiz – is that a strategy that attracts fast food clients or gourmet clients?

Then this woman goes on to reveal that she’s not making any money.

I was not surprised.

So she was looking for ways to find JV partners and affiliates to get MORE people into her underpriced program.

But she’s going to have the same problem, over and over again.

She’ll get more people, but they will rush in for the deal… and then have nothing to buy from her next.

I mention this.

“Well, I’ll create a $300 program then.”

But here’s the thing – in my world, $100 is pretty much the same as $300. Plus, there’s no consistent income in it. You’re pretty much creating your own boom and bust right there.

So I mention that what would get her out of her pickle would be to create a longer program, and upsell people to that. But since that program would be well over $500, the safe bet would be to get all those people into initial sessions, to talk with them about what was going on in their lives and how she could help.

And she said something like, “oh, I don’t talk to people to get clients.”

Myth #1 – “I don’t talk to people to get clients.”

I’ll be brief – only the most sophisticated and studied info marketer can build a profitable and sustainable business without actually talking to people.

I don’t care what’s on your website.

I don’t care what your copy says.

If you’re having trouble selling to your list, check in – when was the last time you did a sales conversation, one on one, with someone? Could that be part of your problem? (Hint: a sales conversation is where you actually make an offer and ask people for money.)

Myth #2 – “I need more partners to get more people in my cheap program”

Okay, this one is only a half myth. Yes, you need more partners to get more people onto your calls and into your programs… but that’s a longer-term strategy.

You also want to be looking at, “okay, they bought this thing from me…. what do they need next?”

And offer that.

I’m noticing that there are a lot of people in the circles you + I travel in who are focused on growth, big numbers on the board, and getting bigger and more visible.

Which is great, provided you continue to take care of the people who have already bought something from you.

I’ll admit it – I’m getting a bit suspicious of the idea that all-the-time growth is the ideal. There was a time when I heard the maxim “if you aren’t growing, you’re dying” and thought, oh s*** I better make more money next month so I don’t die.

But what if that’s the wrong place to focus?

Sure, some people just want to get bigger and bigger. They want to be internet famous. They want to change the game, etcetera, etcetera.

But I’m beginning to wonder if there isn’t a larger swath of business owners who just want to feed their families, be more in control of their schedules, be present with their kids, and make a great livelihood.

If you find yourself, as I do, in this boat, yah, you need to grow your list. And yah, you need a “point of entry” program that doesn’t cost a lot, so people get a taste of you without having to mortgage their house.

But maybe it’s more about being real with the people who are already on your list… and sharing more of your particular point of view and vision than you see other people doing. Maybe it’s about going back to your list – your tribe – and really stepping up to offer them more value.

Because the big dogs need to have a mainstream message – they need to hit as many people as possible and have it resonate.

But if you aren’t playing that game, if you intend to play in the tributaries (because that’s where the fun conversations are), then go ahead, talk to your people.

Get them on the phone to hear what they want.

Look for partners to spread your gospel, but don’t worry so much about the size of their list. Look for resonance.

I’ll see you on the road.

Mighty thanks to rickpilot_2000 flickr photostream for the falls.

Head’s up – if you like this article, you’ll love writing your next money-making project with me in Montana in September. We’ve got room for 12 business owners. We put you up in gorgeous, historic homes within walking distance of the event. And after you’re done writing, we go horseback riding, drink whiskey, soak in the hot springs and talk about what you want to create in the world. Announcing dates soon – get on the newsletter list so you don’t miss a beat.