Showing posts with label Turn Browsers Into Buyers. Show all posts
Showing posts with label Turn Browsers Into Buyers. Show all posts

Monday, November 14, 2016

Why Should a Client Book With You TODAY?

Every year, I conduct a survey about career industry professionals — the Resume Writers’ Digest Annual Industry Survey — and the results are pretty consistent year after year that the average resume writer works on anywhere between three and five resumes per week and at an average fee of about $500 for a resume and cover letter package together.

So if you’re able to serve one more client each week and you’re in that average range for resume writers who respond to the survey, you’re looking at an extra $2,000 a month or almost $25,000 a year if you can bring in at least one more new client each week.

Over the next couple of days, I'm going to share with you some strategies to help you do exactly that. Most of the strategies that I'll share aren’t going to cost you anything, so you can get a tremendous bang for your buck if you implement one or more of these in your resume writing or coaching business.

STRATEGY ONE: OFFER TIME-SENSITIVE BONUSES
The takeaway for this one is how to use a low-cost, high-value bonus to clinch the sale. 

Think about the infomercials that you see on TV. A lot of them offer a gift with purchase — something that you get extra when you make that purchase. So simply offering a special bonus — and it doesn’t have to be anything expensive that you’re giving them — but simply offering something in addition to what you’re selling them — can increase your conversions.

And when you combine that bonus with a deadline, you’re making the strategy even more powerful, and that’s because, like I said, a sense of urgency can help get people to make that commitment. I mentioned infomercials, but this does not have to be a high-pressure sales tactic. I don’t want you to sound like that guy on the infomercials that says, “Call right now. If you’re one of the first 10 callers you’re going to get a second slice/dice/blender sort of thing.” So it doesn’t have to be a high-pressure sales tactic.

Instead, you could say something to your prospect like, “I’m offering a special bonus for new clients who decide to take action today. So if you order my deluxe resume and cover letter package, I’ll also enroll you in our eight-day ‘Leveraging LinkedIn In Your Job Search’ online training program, which normally sells for $49 itself, but I’m going to offer it to you for free if you take action and book with me today.”

It engages the prospect's sense of FOMO -- "FEAR OF MISSING OUT." Let them know that this is a fast-action taker bonus -- it's only available if they book their appointment today.

You can also use this tactic for products and services that you sell on your website. This can be a box or a blurb or maybe even a pop-up that you put on your actual website.

For example, it could say, “If you purchase a one-hour job interview coaching session, you’re going to receive a free e-book: '55 Ways To Answer Job Interview Questions,'” for example. “If you reserve your coaching session by,” — again, a specific date. So it might be, “If you reserve your first coaching date by Nov. 30, then you’ll get this free e-book.”

So, some examples of these types of low-cost bonuses might include an e-book or a digital special report, or a checklist; it could be a workbook, or maybe a tip sheet that you prepare for them; it can be recordings and/or transcripts of teleseminars that you’ve done — and those are tremendous, high-value, low-cost bonuses for you to offer; or it might be a strategy session. So if a client makes a high-dollar purchase — like a resume and cover letter package — you might offer them, let’s say, a 15-minute strategy session for coaching services or a LinkedIn consultation. And this helps not only give that bonus that we talked about, but it can also give prospects that “try before you buy” sample of what it would be like to work with you on, for example, your coaching services or to write their LinkedIn profile.

Many of these things are tools that are definitely easy for us to put together as resume writers -- and won't take a lot of time to create -- but they have high perceived value for jobseekers because they don’t have that information at their fingertips. We sometimes undervalue what we have to offer when it comes to information.

And again, it’s one of those things that you can create once and then use over and over again, not just with those prospective clients but with your existing clients too. Like I said, just offering a bonus of some sort can help increase your sales. But again, that extra kicker for it is putting a time limit on it, so it makes it even more powerful. So that’s strategy number one. 

Interested in this strategy? Want to learn more? Check this out. 

Friday, February 12, 2016

Strategies to Help You Close the Sale

Creating a sense of urgency — buy now!— is the single most important factor in turning resume prospects into resume clients. Ask any resume writer: It’s critical to get a client to commit on the first call. The longer they wait, the slimmer your chance of getting them to open their wallet.

When I ask self-employed resume writers which part of owning their own business is the most challenging, “selling” and “closing the sale” are often in the top five answers — if not THE top responses.

So if you have a hard time turning resume and coaching prospects into clients, I want to share some specific strategies that will get people off the fence and get them to take action…which means getting them to open their wallets and become clients.

In the Resume Writers’ Digest Annual Industry Survey, the results are pretty consistent year after year that the average résumé writer works on 3-4 resumes per week, at an average fee of around $500. So, imagine if you were able to serve one more client each week — that’s an extra $2,000 per month, or $24,000 a year.

Many of the strategies I’m going to share don’t cost anything — so you can get a tremendous bang for your buck. The strategies I’m sharing are ones you can use in your very first conversation with a prospect, or on your website, or in a follow-up email with a prospective client.

Speaking of the first conversation with a prospective client, it’s critical to get a client to commit on the first call. The longer they wait, the slimmer your chance of getting them to work with you.

Now before we jump in, let me offer one piece of advice:
Combine these triggers whenever possible. One trigger is powerful, but when used together, they are even more powerful and will boost your client conversion rate even higher!

(There are 25 strategies in the special report -- here are my favorite 5 -- they're numbered by the strategy as they appear in the special report):


#1. Offer Time-Sensitive Bonuses


How to use a low-cost, high-value bonus to clinch the sale.

Just offering a bonus is a great way to incentivize people to buy what you’re selling. But when you make the bonus time-sensitive, you increase the urgency. And that means increased sales!

Think about the infomercials you see on television. Many of them offer a “gift with purchase” — something extra when you make your purchase. Simply offering a special bonus — and it doesn’t have to be anything expensive — can increase your conversions. But when you combine that bonus with a deadline, you make this strategy even more powerful. That’s because a sense of urgency can help get people to commit.

This does not have to be a high-pressure sales tactic.

Examples:
  •  “I’m offering a special bonus for new clients who decide to take action today. If you order the Deluxe Resume and Cover Letter package, I’ll also enroll you in our ‘30 Days to Your Next Job’ Challenge, which is a $49 value, for free.”
  • Order your Resume Rewrite package in the next 48 hours, and you’ll get a free 8-day “Leveraging LinkedIn In Your Job Search” training — a $49 value.
  • Buy the “Six Steps to a $6,000 Raise” and you’ll get a free 15-minute salary negotiation strategy session — but hurry, this special offer ends tomorrow!
You can also use this tactic for products and services you sell on your website. For example, “If you purchase a one-hour job interview coaching session, you’ll receive a free ebook, ‘55 Questions You Should Be Prepared to Answer in an Interview,’ — if you reserve your coaching session by May 31.”

Low-cost bonuses can include:
• Ebooks or digital special reports
• Workbooks or tip sheets
• Recordings and/or transcripts of teleseminars you’ve done
• 15-minute “strategy sessions” when the client makes a high dollar purchase. These can also be lead-ins to your coaching services or coaching packages, giving prospects a “try-before-you-buy” sample of what coaching can do for them.

Most of these are things that won’t take you a lot of time to create — but have a high perceived value for clients. Just offering a bonus can increase your sales — but putting a time limit on it makes it even more powerful.

#4. Give a Free Critique


Why getting clients to take a small action now can lead to a bigger sale later.

Yet another way to offer your personal time and attention as part of a bonus package is by offering a free critique. Free critiques used to be the number one way resume writers secured leads and converted those prospects into clients. For many resume writers, that’s still the case. Offering a free critique can not only help you assess the client’s existing resume, but it can also help you make the sale. If someone calls you and is asking about price, you can deflect that question by asking if they have an existing resume and offering the free critique.

Ask them some additional questions about their job search — for example, if there is a specific job that they’re targeting, or a specific job posting or opportunity they need the resume for, and what their timeline is. You can also ask when was the last time their resume was updated, and whether they wrote it themselves or not.

Tell the prospect that once they have sent you their existing resume  you’ll get them a customized resume review (critique) that will help identify how their resume meets current standards. This also works for LinkedIn Profile development services.

Examples:
  • Order the interview preparation ebook book today and you’ll receive a free resume critique.
  • Order now and I’ll review your LinkedIn Profile for free.


If you are a Bronze member of BeAResumeWriter.com, you have access to a Resume Critique Form and LinkedIn Critique Form you can use for this “buy now” incentive.

This is a strategy that works well when paired with other strategies. For example, you can use the LinkedIn critique as a free bonus for your resume clients when paired with Strategy #1 (“Offer time-sensitive bonuses”). So if they purchase a resume package today, you’ll also provide a free assessment of their LinkedIn Profile. (“Oh, you don’t have a LinkedIn Profile? Well, you definitely need one! Let me send you my free ebook on “The Savvy Jobseeker’s Guide to Getting LinkedIn to a New Job.”)

This strategy is also a good way to get clients to take a little action now that can lead to a big sale later. An example of this is if you sell information products — like ebooks or fixed-term membership courses — on your website. Getting someone to enroll in one of those is a perfect example of starting a relationship with a small step. So having an inexpensive offering on your website — under $49, for example, if your resume packages average $500 — gets them to take a small step.

The same is true when you use the free critique — getting them to start the dialogue about what it would be like to actually work with you gets them thinking about that. When you review their existing resume, you’re sharing information about it, but you’re also positioning yourself as the one to provide the actual service.

#7. Justify the Price

Understand where emotion and logic fit into the client’s buying decision.

People make their buying decision based on emotion, and then justify their decision based on logic. With this in mind, you can help them come more quickly to their buying decision by helping them justify their purchase logically.

For example, you can point out that the average length of unemployment is 35 weeks, so shortening that by a few weeks can make a significant financial difference.

Examples:
  • If you’re currently unemployed, then you can’t afford to NOT get this book. And consider this — the book is just $25, but you’ll get back to work faster using the practical, action-oriented strategies in the book.
  • Do you want to make $1,000…$5,000…or more…in your next job? How much money have you been leaving on the table when you’re negotiating your new job offer? This ebook can add thousands of dollars to your paycheck — and you’ll pay only $49 for this valuable information!
Case studies are a great way to combine logic and emotion. You start with a testimonial from a client who raves about how they got a $1,000, $5,000, or even $10,000 raise when they used the resume you wrote for them. You better believe I used the testimonial from the client I had a few years back who got a $10,000 increase in salary from his last job to his current one. For example: “Wouldn’t it be worth it to invest $600 in a resume and cover letter that can help you get 10 times the return on that in your salary at your next job?” 

(If you are putting this statement on your website, the Federal Trade Commission does require you to have a disclaimer somewhere on the page that indicates the “typical results” your clients achieve, if a significant salary increase isn’t a typical result.)

For more information on use of endorsements and testimonials, check out:

The key with this strategy is the balance between emotion and logic. You can’t have one without the other.

#10. Give Hope: “Order Now…Or Everything Will Stay the Same”

Get the person who is looking for a do-it-yourself solution to pay for a done-for-you solution.

Basically, the idea here is that you remind the prospect: “If you keep doing the same thing, you’ll keep getting the same result.” If the client doesn’t order now, everything will stay the same…which probably means whatever they are doing isn’t working…otherwise, you wouldn’t be talking to them in the first place.

In the book, “Launch: The Critical 90 Days from Idea Until Market,” author Scott Duffy makes the point that “the biggest mistake salespeople make is selling the wrong thing.” He says you’re not selling them a product or a service — you’re selling them hope.

The same is true for jobseekers. We’re not selling them a resume  We’re selling them job interviews. We’re selling them a better salary. We’re selling them a better life.

This strategy works particularly well for jobseekers who aren’t having success with a “do-it-yourself” approach to their resume  cover letter, and/or job search. The jobseeker desperately wants a solution – and the search for a solution has been disappointing. He’s frustrated, discouraged, and even a little depressed that he hasn’t been able to solve the problem himself. He may even be kicking himself for allowing the problem go on this long. 
This is particularly true for jobseekers who have been actively looking for months.

That’s where you come in — you offer hope. You offer hope that you can help the jobseeker get a job interview…and then an offer…at a great salary…in a job he will love. And you remind the prospect that if he doesn’t take action, then nothing will change.

Examples:
  • “Are you struggling in your job search? Not getting interviews? Interviews not turning into job offers? I can help! Call me today and get on the fast track to success in your job search with my 28-day Job Search Success System.”
  • “Are you getting paid what you’re worth in your current job? Take our free assessment and find out if you’re underpaid — and the three things you can do today to increase your salary.”


#22. Employ Power Words

You’ve heard the commercial: “People do judge you by the words you use.” These words can help you seal a sale.

This strategy is especially powerful when you combine it with other strategies. That’s because this method is simply a matter of using the most popular power (“trigger”) words that boost sales. As resume writers, we are keenly aware that words have power, and that choosing your words carefully can have substantial impact on the reader.

So, instead of “ resume cost,” it’s “investment.” The power of a word like “investment” is that it triggers a specific feeling in the person reading it. The money they’re spending is not an “expense” or “cost,” it’s something that they will yield a return on.

Let me give you a list of some of the most powerful words you can use in your sales materials, on your website, or in phone consultations with prospective clients:

Some of these words work by capturing attention (“amazing”). Some work by appealing to the prospect (such as the word “you”). Some work by stating a benefit (“easy”). Still others evoke curiosity (“secrets”).

Here are examples of these words in action:
  • You
  • Secrets
  • Discover
  • Guaranteed
  • Quick
  • Easy
  • Fast
  • Announcing
  • Introducing
  • Amazing
  • Fantastic
  • Huge
  • Blowout
  • Surprising
  • Startling
  • Reveal
  • Proven
  • How to
  • New
  • Scientific


Talk about “you” — because people love to hear about themselves. “Secrets” are appealing, because wouldn’t you love to know a shortcut to a quick and successful job search? If you talk about “quick” or “fast,” people want results NOW! Words like “startling” or “surprising” use something unexpected to stop prospects in their tracks. (“Are you making this surprising mistake on your resume?”) And using a word like “proven” is reassuring, because no one wants to be the guinea pig.
  • Announcing our first-ever ebook that teaches you, step-by-step, how to make more in your current job.
  • Discover the secrets of the world’s greatest recruiters.
  • Now you too can use these proven strategies to find your next job faster!


If you like these five strategies, there are 20 more in the special report:
"Turning Browsers Into Buyers: How To Get Resume Clients To Buy Now"



Saturday, September 14, 2013

How to Turn Resume Prospects Into Resume Clients

Yesterday, I published a brand-new short report, "Turn Browsers Into Buyers: How to Get Resume Clients to Buy Now."

As I was waking up this morning, I thought of a 25th strategy, which I have added as a second bonus in the report. (The report includes 23 strategies + 2 bonus strategies.)

Why is client conversion important? Because increasing your client conversion rate can have a dramatic impact on your income. If your average resume sale is $511 (the current average from the 2012 Resume Writers' Digest Annual Industry Survey), and your current conversion rate is 20% (that is, of every 10 prospects you talk to, 2 become clients = 20%) ... and you can double your conversion rate to 40% (that is, getting 4 clients out of 10 prospects to buy = 40%), that adds an additional $1000+ to your revenue.

Even if your average resume sale is $250, doubling your conversion rate from 20% to 40% generates $500 in additional sales!


Because of the wide variety of strategies in this short report, you'll find one (or several!) that will work for your specific situation. Most of these are no-cost or very inexpensive, and many of them are more powerful when they are combined with the other strategies in the report.

Here's an excerpt of the report -- it's the strategy I added today, but it will give you an example of how each strategy is presented — along with real-life examples that you can implement in your resume writing business -- whether it's to close more resume clients, sell more information products, generate memberships, increase attendance to live programs and events (online and offline), and even secure career coaching clients. 


25. Scarcity as a Reason to Book Today (BONUS)

If you’re busy (and close to — or fully booked), scarcity can be a client conversion technique. The scarcity can either be related to a limited number of client appointments you have available overall, or a limited number of appointments in order to meet a specific document delivery date (i.e., the client is seeking an internal promotion, and needs to turn in their resume by the end of the month).

Scarcity is also an excellent conversion strategy because busy resume writers are perceived to be more competent. If you say, “When do you want to start? I’m wide open,” that can actually be a deterrent to buying. But if you limit the choices, the scarcity may actually reassure the client of your competence while providing an incentive to book now, so as not to “miss out.”

Examples:
·       “If there are any jobs that you want to apply for in the next few weeks, I’d encourage you to set up your appointment today so that we can get your new resume completed by the end of next week.”
·       “If you’re ready to get started, I can process your payment today and get you your customized worksheet by the end of the day tomorrow. I’ve only got one more opening this week, and I’m almost booked up for next week too. How would you like to pay — Mastercard or Visa?”
·       (As a career coach), “I only work with six clients at a time, and I currently have one opening. If you’d like to get started on reaching your career goals, we can start now. If you’re not ready to start yet, I may have to put you on a waiting list if I don’t have an opening when you’re ready to go.”
·       With information products, you can also implement the scarcity principal — even with things like ebooks. You can say, “Only 100 copies of this ebook will be sold, so act quickly.”
·       Scarcity also works for programs. You can limit attendance for your teleseminars, webinars, and in-person workshops and classes.


The 15-page short report is just $27. You can purchase it directly here.