I have a question for you:
When customers aren’t buying from you… why do you think that is?
No, scratch that. That’s a poorly worded question.
There’s a million reasons someone might not buy what you sell. Maybe they’re the wrong kind of customer for you. Or maybe the offer just isn’t a good fit. Or perhaps you haven’t communicated its value clearly enough.
So let’s try a different question:
What prevents your prospects from buying — even when they have every reason to say yes?
Your offer is perfectly aligned with what they want. They have both the ability and motivation to pay. Your messaging is on point and conveys the value of the product or service effectively.
So… what gives? What causes your customers to walk away from what should be, on paper, a no-brainer decision?
In today’s article, I’m going to reveal one of the biggest reasons prospects don’t buy. I’m also going to share a simple yet powerful technique to help you address it, so you can boost your conversions and sales.
What’s that reason, you may ask? One word…
Uncertainty — the silent killer of conversions and sales
So: your prospect has just got the offer from you. Maybe you delivered on a sales call, or they read through a sales page, or saw it on video — doesn’t matter.
Now they are poised before the final call to action. They know that your product or service will benefit them, and they know they can afford it. There’s nothing standing between your customer and their buying decision…
…or is there?
Well, there is one thing. It might seem insignificant, but it’s still big enough to botch the sale. And that thing is:
Not knowing what happens next.
Think about it.
You know your sales process inside and out. You could wake up in the middle of the night and recite exactly what happens, step by step, after someone clicks on the call to action. To you, it’s 100% obvious and straightforward.
But to your customers? Not so much.
Your prospects have only a vague idea of what will happen after they take action. What does the checkout process look like? How soon will they get their hands on your product or service? Will you send them an email about it, and be there to answer any questions?
All these “unknowns” breed uncertainty — and customers don’t respond well to uncertainty! It can easily sabotage your conversions through…
- Inaction. Nothing saps the motivation of prospects like lack of clarity. Without knowing what happens next, they may easily become indecisive and refuse your call to action entirely.
- Friction. When customers don’t know what to expect from the sales process, any mismatch between their expectations and reality can cause them to abandon it for good.
So, how can you solve this problem — and make sure you don’t lose high-quality potential customers right as they’re about to convert?
The good news is, it’s actually very simple and very easy to do! You just have to…
Tell your prospects what will happen next
Let them know they’re in a process, and explain what needs to happen before they can get access to your product or service. It’s the easiest way to reduce uncertainty and build trust with your target customers.
Now, let’s see how this technique could work in action.
I’m going to use a very common example of a service-based business — think consulting, coaching, or web design.
For demonstration purposes, I’m going to pretend that this hypothetical company uses a two-stage process to qualify prospects and sell to them:
- First, they book a free 30-minute strategy session through a landing page.
- And then, at the end of the session, they get pitched on a service package.
This will help us examine how this technique can be adapted to two different contexts: static website copy and dynamic conversations.
Now it’s time to drill down into the specifics!
Scenario #1. Landing page leading into a strategy session
Both in this scenario and the next one, we want to start by asking 3 key questions:
- What happens after the prospect clicks on the call to action?
- Are there any “unknowns” they might be worried about?
- What’s the best way to address #1 and #2 in this specific context?
Let’s tackle these one by one.
Process overview. Now, this will depend on the exact flow of the landing page and the funnel at large… but I’m guessing that the process looks something like this:
Prospect clicks on the CTA => they go to a calendar and choose the date and time => prospect enters their name and email => they go to a thank-you page. Done!
“Unknowns.” If I were in the prospect’s shoes, I’d have a couple of concerns on my mind, namely:
a) How do they know the strategy session was booked correctly?
b) Will they get some sort of reminder to show up on the day?
Putting it all together. OK, so how do we incorporate all this into our hypothetical landing page?
Here’s one way to do it: let’s add a short bit of copy right below the link / button that the prospect needs to click! And it will say something like this…
“You’ll be directed to a calendar page showing all available appointment slots. Choose a date and time that works for you, enter your details, and click ‘Schedule Appointment’. You’ll get a confirmation via email within 10 minutes of booking — plus an automated reminder 1hr before your strategy session. See you there!
P.S. If you don’t see the confirmation in your inbox, please check your Spam folder and the Promotions tab in your Gmail. If it still doesn’t show up, feel free to email [email protected] and we’ll happily re-send it to you!”
Scenario #2. Strategy session leading into the sale
Now, we’re going to repeat the same steps — only this time, we’ll map it on an actual real-time sales conversation rather than a landing page.
Process overview. Let’s see how this hypothetical sale is going to work, shall we? I’m envisioning something like this:
After the offer is made and the prospect accepts (fingers crossed!), they will receive…
- A custom, detailed proposal outlining all the deliverables, benefits, and target results of their chosen service package.
- A copy of the contract they can sign online — avoiding all the hassle of printing stuff out, signing it, scanning it, then sending it back (ugh).
- A secure payment link to submit the initial deposit that will kick off the work on the project.
“Unknowns.” This is the stage when money gets involved and things get real, so it’s safe to assume that the prospect will have a few questions and concerns. For example:
a) How soon will they be able to see a proposal?
b) When does the work actually start?
c) How big is the deposit, and is it refundable?
Putting it all together. In the previous scenario, I decided to add the copy right below the CTA — because on a landing page, it would still be immediately visible to the prospect.
A sales conversation flows differently, however, so it makes sense to incorporate all this messaging into the closing part of the strategy session… just before the call to action put before the prospect.
Here’s what a loose script can look like.
“Here’s what I propose:
If you feel good about everything we’ve discussed so far, I’m going to send you a proposal after we wrap up this call.
Within the hour, you’ll receive the full proposal, plus a protected payment link to put down a 20% deposit for the project. You’ll also get a contract to sign — you can do it all online, it takes less than a minute.
Take your time to look it over, and feel free to hit me up over email if you have any questions. Then, once you’ve signed the contract and made the deposit, my team will reach out to confirm and we’ll get started ASAP.
I recommend completing both these steps before the end of day. That way, we can begin first thing tomorrow — or even today, if you do it by 3pm! — and be on track to accomplish our projected results by [DATE]. Just as we discussed.
Does that sound reasonable?”
The #1 thing your prospects NEED before they can buy
Here’s why this technique works so darn well…
Before your customers or clients can make an empowered, enthusiastic buying decision, they need to trust you. And trust is only possible when your prospects feel safe and certain about what they’re getting into.
Holding them by the hand and walking them through the process helps to build that feeling of safety, confidence, and ultimately — trust.
It proves to your prospects that you’re a professional, that you’ve carefully considered all the steps, and that you won’t let them down. Now, they can let you take the lead in the partnership, knowing that you have their back.
Empowered by that knowledge, your customers are much more likely to buy from you — and keep buying, again and again.
P.S. Want to know another winning strategy for building trust with your ideal customers? Check out the Elevator Pitch — a proven method for earning your prospects’ undivided attention… in 30 seconds or less.