30 days, 55 booked appointments, 0 sales!
One of my clients got 55 paid appointments in 30 days, but 0 sales!
I came into their business to fix their meta funnel. So, we sat together at a Haldiram's outlet, I asked them all my questions, recorded the entire conversation, and honestly- spent nearly 2 hours discussing every single detail of what their dream customer looks like, what he/she likes to do, and what's the dream outcome for this dream customer.
After I got home, I spent the next two days designing the perfect landing page for their service, wrote 5 new ad scripts, got the page copies approved, and asked them to come back when the videos are recorded and edited.
3 days later, they came with all the five videos and I sat down to launch the campaign.
The funnel looked like this-
And this funnel converted more than 55 people in 30 days, at ₹700/day. These people were interested in their service and had the means to purchase their service, which ranges between a one time payment of ₹7,000 to ₹15,000 in most cases- but none of these people become their paying customers.
And we've all been worried- why?
Of course, it sounds strange, but the problem got clearer when I heard their side of the story.
"I got on a routine call to check how the funnel was responding and they said that we've even had 3 to 4 calls on some days and honestly the people had the money to pay. The leads were also "not not-interested," in the solutions. But, whenever we broke down the price, they either started ghosting or negotiating hard, breaking the price down even by 90%."
On the call, I heard him frustrated and disheartened. But, I knew I had to ask further questions, so I asked-
"Okay sir, can you tell me how the conversations go on these calls?"
And there was a lot of answer to this question-
"Whenever we get on the call, the other person starts telling us about their problems, keeps talking more and more and more. Sometimes the call even goes on for 50 minutes, and in those 50 minutes, the other person mostly keeps talking.
Some of them have even told me that they have never been able to talk so much to anybody, but when they talked to me, they felt so comfortable that they could keep telling me about their problems throughout the day.
And I even heard their problems, even empathized with them, even offered them huge discounts- for example, to this one guy, we offered our ₹9,000 worth service for ₹3,100. And then, he said no to that as well."
I had developed a decent idea on what was happening.
My dear client was suffering from niceness. He was trying his best to help the people that were coming to him, but there was one qualifier he was missing- receiving the payment before helping these people out.
Since most of their calls were going on for 35-50 minutes, a lot of talking and discussion was happening between them and the person they were selling to.
As a result, the potential customer was already satiated with all the information they had just received only for the small price they paid for showing up on the call.
They came with their broken questions, got broken answers to those questions, shared their grief and problems, and literally had enough dopamine secreted to not take any further action.
Now, this could have been corrected way earlier, when I first followed up with the client to start recording their sales calls. That happened after the 1st call, 5th call, 10th call, 25th call, and even today, after their 55th call, but I always got this answer-
"Yes, I'll definitely record these calls."
But, the recordings never came.
This is exactly the kind of situation I was referring to when I talked about "setting yourself up for failure by not recording your sales calls" in yesterday's blog.
Since, there are no recordings to improvise around and no calls data to analyze, continuing running the ads will be similar to flying blind, so today, I had to tell him to take a break. Relax for a while and pause the ads.
Now, we are meeting next Monday
And I am going in with a plan to help them ensure that their positioning is fixed, their sales pitch is tight, they start reading books on selling, and start watching more sales content on Instagram/YouTube so their confidence goes up, conversations become more structured, and they are actually able to convert these appointments into recurring business.
The process will be deep, and I'll be working one-on-one with them to iron out everything that has kept them from selling to these and other leads.
And as I do it all, I'll keep updating everything here on this blog. Like always, I am excited to make this work for my client. Fingers crossed on one thing though- their willingness to learn everything from someone who's not an expert of their business.
Anyway, that's all for today. If you want to talk sales or performance marketing with me, I am taking one booking every week, and the third week of September is yet to fill.
Goodnight! Bye Bye!