In the final installment of our three-part series, we are going to focus on sales, our final step in a successful launch. We will review the nine (9) power plays to help you successfully accomplish this third step as well as the one ingredient that must be included in any sales promotion.
If you missed Parts 1 and 2, you are definitely going to want to go back and read those first.
Part 1 was about the discovery process and figuring out what it is that your audience is most likely to buy from you.
Part 2 was about the build-up phase, super important.
That brings us to the third and final phase, the sales phase, which is what this post is about.
If you’ve done the build-up well, you should get some sales, but, if you put these 9 moves in play, you should get even more. There are a lot of variables, but I’ve seen these steps double or triple sales.
- In the last piece of content, whether it be an email or video, say something like “you know, we’ve covered a lot of stuff and we hope you see a need, but if you’d like to go deeper we’ve put together a special email for you that you will receive on such and such a date…”. With that, you will create an open loop.
- Set up the transition. Tell them the exact date to expect it — the EXACT DATE AND TIME.
- Introduce scarcity or urgency. For example “we are going to begin sales on such and such a date and we only have 300 pieces available.” Whenever you say something like that you want to follow it up with a reason why, and it needs to be a good reason why. use something like “our first batch is a limited due to the fact that we want to provide adequate follow-up and excellent customer service.” Make the urgency benefit the buyer.
- Send an open email sending them to a sales page or video reminding them of all the benefits they have to gain from purchase. If you’ve done all this correctly, there will always be a slice of the pie ready to purchase right then. However, you may still have an overwhelming majority still sitting on the fence. Your job now is to get them to pull the trigger and take action.
- So what do you do during this week-long or so open cart period? You consistently remind them of the values and benefits. Are you hammering them over the head? No, not everyone sees every email, and each person reacts to different things. Do an additional value add each time.
- Send more case studies. People always like to see someone else that is in their shoes, thus the climactic success of reviews, etc.
- Send a FAQ. Again, people will move on something if they can relate to it. Don’t make all the FAQ’s roses, either. Be realistic. Massage the language, but be real.
- Do a webinar. Here’s the thing to recognize about a webinar or video. Let’s say the cart has been open for a few days. At that point you are pushing your promotional focus to sign up for the webinar rather than the sale. Of course you want the webinar to help make sales, but just keep that in mind. What do you do in the webinar/video, take what you did in the build up phase and condense it. The webinar or video isn’t always the right tactic, but it can work well.
- Give out your phone number. Yes. You don’t have to give your cell or home number. You can use Skype, Google, whatever, but give out your phone number. Sound simple? Yes, but you’d be surprised how many people don’t do it. Here’s a great subject line: Call us. Just let them know you want to answer all their questions. YOU, not the team, and 80 people of people who call will be ready to buy. Just the fact that YOU answer is enough to close.
- On the last day of your launch sale, say midnight eastern time, always, always, always, email twice. About six hours before the close, let them know it’s the last chance. This might feel redundant, but it will always get you a few extra sales.
These are the 10 steps to phase 3. Oh, and a bonus power play? On the opening day, at first only offer the one payment option. A couple days later say “you want it, you’ve got i. Now we can take two payments (or however many you like).
Give those a try. We’ve covered a lot here in these three phases of launching a cannabis product. I hope it’s helped, and if you need help or this seems overwhelming, give us a call! BOOOOM.