It’s easy once you’re running your campaign to forget about some of the cleanup activities. But what if I told you they could make the difference between breaking even and becoming profitable in your business?
For a short while, when I was younger, I lived on a farm for a bit. As with any farm, there is always some work to be done. Amongst other things, this particular farm had an orchard. Which meant that come August-September time – there was fruit to be picked. Because I was (and still am) quite tall – I would usually help out with picking the apples.
Apple picking isn’t a particularly advanced affair. The job now is more or less the same as it has ever been. You stand on a ladder, plucking apples from the tree and placing them gently into a basket so as not to bruise them. Inevitably though, while you’re in the process of bustling around the tree, reaching into some of the harder to get to spots – some of the apples will fall from the tree onto the ground.
Now – can you imagine what would happen to those apples if we just left them there?
The fruit of your labours
Well, amongst other possibilities, they would probably get eaten by wildlife. Pigeons, crows and other birds would be very quick to swoop down and take advantage of anything we forgot about. If our carelessness became a regular feature of the apple and other fruit picking activities, the local population may decide to take advantage with some scavenging expeditions. Possibly even our competitors too.
Of course, we never did forget to clean up the apples the fell from the tree. It would just be bad business to do so. But it seems like often people do exactly this thing during their online campaigns. You see, the apple tree is a metaphor for your people. You’ve planted the seeds (by way of your content, your message, your brand and values etc) and nurtured it over time – growing your audience daily by watering, feeding, educating and sometimes entertaining them.
And when the time is right, you get to pick the fruit. You put your product out in the marketplace and those customers who are perfectly ripe will buy it. But in the process – some of them will inevitably fall from the tree. They’ll fall out of the process because something interrupts them or gets in the way for some reason. Maybe they lost an email. Or maybe the site was running a bit slow that day. Maybe they didn’t have the money right at the moment they thought to buy.
Whatever the reason was – they didn’t quite get around to buying. So – are you just going to give up on them? Are you going to leave them lying there on the ground, for the birds, or the scavengers, or your competitors to pick up? YOUR FRUIT? YOUR PEOPLE? YOUR effort, work and investment – gone to waste?
Gathering the windfall
Of course you’re not. But we’re using a metaphor here. So what do you actually need to do?
- You need to have a conversation with them. Make sure it’s scripted (i.e. consistent and repeatable).
- Have material ready for exactly this purpose. You need to create content that is geared towards catching people who fall out of the process.
- Ask for the business. Lead them to a close.
Let me reinstate. If you’re not doing this, it could be the difference between breaking even and being profitable. You should anticipate that during the course of your campaign – whatever it may be – people are going to escape the net (whoops. Talking about fishing now. I’ll save that for another time.) I mean the basket. It’s part of the job to follow-up with those people and try to convert them into actual sales. They might get a bit bruised in the process. Some of them may not be completely ripe. But unless you do the work, you won’t know.
And even if they don’t make it through this time around. It’s an opportunity to build a relationship for your next product or campaign.
If you need some help planting the seeds and gathering the fruit – we can help you get things down to 90 minutes a day! Checkout the blueprint here.
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P.S If you're interested in learning more about performance testing, checkout my Performance Testing 101 course here.