OK. I said the word. “Selling!”
Anybody who has been involved with Internet marketing for any amount of time will know that most people who try, fail to build a successful online business.
I am sharing John C. Maxwell’s all time favorite story. This story is from his book, “The 5 Levels of Leadership: Proven Steps to Maximize Your Potential.“
Some say the failure rate is 95%, some put it as high as 97%, but whatever the exact figure, there is no reason why YOU should be disheartened by it if you understand the causes of failure and tap into the strategies that help the winners to succeed.
First, let us look at some of the reasons why people fail with online selling, and then let’s look at a couple of “easy” solutions. By “easy” I do not mean “requires no time and effort,” but instead, easy to understand and start working with.
So, why do so many people fail with online selling?
1. Easy start, easy fail
One big reason why so many fail is simply because it is so easy to set up an online business.
Anybody with access to the Internet can set themselves up with a website or blog, join a network marketing company or and affiliate program and immediately start promoting the products and services online. You could be “in business” in less than an hour.
The barrier to getting started is so much lower than with a traditional bricks-and-mortar business, and relatively little commitment of willpower, time, money and effort is needed.
Inevitably, with the barrier set so low to getting started, thousands of people with little actual commitment or business experience open shop every day. Just as inevitably, most of them give up as soon as they discover that money doesn’t come so easily as they had hoped.
With little sense of persistence, and an fear of failure, failure is the most persistent result that you can expect!
2. Selling is not so simple
Many people are lured by the promises of easy money or automated sales without understanding that sales will only come from the hard work of promoting their online business.
They simply do not do enough to promote their online business. Even those who do start to promote their business often fail to grasp how much work they need to do to generate leads, let alone sales…
3. No clear marketing strategy
The work needed to generate leads and convert them into sales requires a clear strategy. A lot of the process CAN be automated, such as lead-capture and email follow-up, but it will only work if the lead capture page is adequately promoted and if the follow-up campaign is well constructed.
Unfortunately, most people get started without any clear idea about how to build a compelling and effective lead-capture and follow-up campaign.
4. An urge for anonymity
Another pitfall for many failing online marketers is an unwillingness to engage directly, one-to-one with potential clients. The Internet seems to offer a way for people to mass market anonymously and sit back while money pours in.
The problem is that a lot of potential clients actually want to find out more about what is on offer and prefer to do that by some form of direct communication, whether it be by email, telephone, or via an online seminar.
The more open and communicative an Internet marketer is, the more likely it is that he or she will be able to convert leads into customers and build a successful business.
5. Too much selling, zero advice
Finally, even those who commit to taking action often fail simply because their actions are often inappropriate. One area where this is most evident is in the messages they are putting out. Too many people believe that the best way to make sales is to … sell, sell, sell.
It sounds kind of logical, but overselling often has the effect of alienating the potential customer and it also weakens the marketer’s position by making him or her seem desperate for the sale.
A better strategy is to stop worrying about the sale and start thinking about how you can advise and serve the client. Good advice, given freely, builds trust, and trust builds sales faster than anything else.
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