Online Sales: The Easy Way vs. The Hard Way

Tracy Matthews13min

Tracy Matthews

00:00

How can I make my marketing simpler and more impactful, so I can save time and create this human touch, so that I get a better conversion rate. And so that I get those customers. Welcome to thrive by design, the podcast for ambitious independent jewelry brands, looking to profit from their products, get ready to make more and sell more doing what you love, without spending every single waking minute doing it. Hey, and if you're a creative fashion or product based business, I want to welcome you to the show. I'll be dropping big tips on launching, growing and scaling your business. So you could spend more of your precious time using your creativity to make money. You ready? All right, let's

Tracy Matthews

00:47

do this. Hey, there is Tracy coming in for a short and sweet bonus episode. This is all about online sales the hard way versus the easy way. Now I just wrapped up our ramp up your holiday sales workshop series, the live version of it, we just released it on evergreen. So if you want to take a look at that head on over to flourish, thrive academy.com forward slash ramp up and save a seat right there. You can watch it on demand and go through the entire training. I'm going to do a recap of that next week. But you really want to do this workshop, it's going to help you get some traction for your holiday sales in real time. One of my missions throughout that workshop series was to really help people build a business and grow their sales, the easy way. Now we all have a limited amount of time. And I know that people who are listening to this podcast, who want to get a great result in their company who are trying to get to that next level where they want to grow to six figure sales, seven figure sales, whatever it might be. And those of you who are, you know, literally like CEOs of your company who are running it, you're busy, you got a lot to do. And what I've seen over the years, is I see people complicate their marketing so hard. They want to put it on double budget money into ADS and create these complex marketing funnels and hope that they get a return on investment from their marketing. And sure that can work if you have a big budget. But it's hard. It's not an easy path forward and any marketing agency that tells you it's going to be easy unless you have a proven sales funnel or proven offer that really works. And it's very specific. It's not going to be a fast thing I know of like maybe one or two people who this happened to like my girl, Alex Camacho, who always crushes it, she started running ads. And it she basically sold out of all of her website inventory in a very short period of time. But that's because she has a very specific dream client avatar and the look and feel of her brand. It's like once it gets in front of people, they're like I want it and people know. But for the most of the Fine Jewelers, I know most of the people who are making handmade jewelry, they don't have that same experience because it takes a long time for someone to encounter your product, and then buy right away. And I think a lot of it has to do with derivative design. And what I mean by that is there's so many people kind of doing the same thing. Another reason why I think Alex really did well when she had an advertising strategy was because her product is so different. But with that being said, one of the easiest things to do, one of the easiest ways to grow your business is to think like how would I handle this if I was just standing in front of someone, and trying to make a sale, and translating that experience into an online experience. So throughout the workshop, we talked about a couple of different things. And one of the things that we talked about was when we broke down social media, a lot of people just they post on social media, they talk at people, they don't understand that there's another human on the other side of a phone, looking at what they're doing. And they get so awkward, like they have no problem talking to someone in real life about their products. But when it comes to, you know, posting something on social media, they just they don't know what to do. And so they post a weird quote, or the same pictures over and over again. And they hope for the best and they're not getting results and they don't know why. So my tip to you is to whenever you're marketing on line, this is just a small short tip is they want you to think from a human perspective, who is on the other side of the conversation. This works if you're doing live selling. This works if you're doing video for your Instagram or tic TOCs this works for posting on Instagram or any of the social platforms. This works for sending out marketing campaigns through email through SMS marketing. It works for anything, just imagine who's on the other line and pretend like you're having a thoughtful conversation? How would you do that? You know, let's say it's a previous customer, let's just use that for an example. Let's say you wanted to follow up with someone, how would you have a conversation if you were talking to them in real life?

Tracy Matthews

05:19

Well, hey, I just wanted to check in and see how you're enjoying that piece of jewelry you bought? That's what you would do, right? And then you'd start a conversation and potentially share with them other pieces that you have to offer. And so my invitation to you is to think through how can I make my marketing simpler and more impactful. So I can save time and create this human touch, so that I get a better conversion rate. And so that I get those customers buying from me online, especially for those of you who are having a challenging time, basically turning like that offline experience online. Because it's really not that hard. It's just about being authentic and strategic. And thinking through the entire process of a sales cycle, we know that it's 10 times more expensive to get a customer for the first time that it is to sell to a previous customer. So how are you servicing those people that you've already sold to in the past, this is truly the easy way, not only to online sales, but any sales in general, become the person who delivers the best service, have conversations with people, check in with them, see how they're doing. Not everyone's gonna respond. Not everyone is going to be all excited about that. But what if you were to get 60 or 70% of those people to buy from you a second time. This strategy, I love this one so much. So one of the things I'm not going to do a full recap here, because I want to keep this episode really short. This strategy is something that I taught on the workshop. And it's something that we teach in depth in our train your customers to buy from you online program, which is open for enrollment now. And if you would like to apply to that, and get our support, to create these offline experiences online, then here's your official invitation. There's a link in the show notes. But you can also head on over to flourish, thrive academy.com, forward slash T yc. And fill out an application. They're closing really soon, like at the end of the week, and we start the week of August 15. So get your application in now, if you're hearing this, and it's great for people who are really trying to get that sales momentum on their website. Anyway, I gave this one strategy. And this is something we've done over and over again, as a group. The first time we did it, people were crazy naysayers. And it's always derived from an interview that I heard. And then I saw people doing this to me, in my world. So there's a store that I shopped at in New York City when I lived there called Veronica beard. And one day one of the salespeople that I worked with, she sent me just a personal text message like, hey, Tracy, I'm checking in. How do you enjoy that leather jacket you bought, and I bought this really cool, like rose gold leather jacket that was like, triple marked down on sale. I was like, super stoked. And she's just like, you know, we got some new pieces in. I don't know if you've been in the store lately. But if you can't come in, here are a couple snapshots of some of my favorites. And that piqued my interest. And she's like, why don't I send you a couple things. So you can try them on? And I was like, Oh, well, do I have to pay for it in advance? She's like, No, we just need your credit card. And we'll messenger the pieces over, you can try them on, just send them back within 48 hours. And I was like, Okay, that's cool. I did it. I ended up buying like two pairs of pants, and a bunch of shirts and all the things and this store has done this three times to me, every single time I bought at least one thing, but usually like four to five. And it's worked really well. And so I'm like how can I teach our people to do something similar because it's so easy. Like it literally took her like seconds to send me a text message and snap some pictures. And she made maybe, you know, their clothes are kind of expensive. I'd say this, but maybe $2,000 sale just by sending a text message, right? So I wanted to try and experience about how this would work for our community. So I challenged people, I added an event for one of our programs. And I said, if there's a customer who hasn't you haven't followed up with or there's someone that you recently sold to or just someone you've been thinking about they haven't purchased in a while, shoot them a text message and check in with them and see how they're doing. So we kind of came up with a script for them to reach out and say like, Hey, I hope you're enjoying the pieces you bought from me, you know whenever time period was so let's say they bought them last month or they bought them a year ago, it doesn't really matter. And you just say like, Hey, I'm checking in on you to see how you're enjoying the pieces and how you're wearing them. I love seeing how my customers wear their jewelry. And so you wait for the response and it comes in a manual text message and see what they say and then respond usually it's like oh my gosh, well thank you for checking out And here's a picture or whatever it might be, then you can respond. Awesome, it looks great on you or whatever. And then say like, Hey, you know, I found this or have this pair of earrings, that works great with that piece that you bought a month ago, or whenever it was, if it's a year ago, you probably want to present them with a new collection. And I thought of you and I wanted to share this with you, here's the link to the product on my website to buy. If you're interested, awesome, I only have one left, or whatever it is, if not, no worries, someone else bought a similar necklace, and I'll pass it along to them. And that strategy. I mean, obviously you can work with the wording and it has to be really based on your situation works so well. That in a 48 hour period, we made $36,235 as a group. And it was game changing. And I walk people through the step by step of that in our train your customers to buy from you online program. We just had our last live workshop for wrap up your holiday sales today. And I did a challenge with those people. And I asked them to report back to our final training tomorrow to see how they did. So I might have a new number for everyone to report. And that there this is just a short tip for Tuesday, we are going to be moving our podcast most likely to Thursdays it's not fully decided. But we're getting a little bit more Flexi in our planning schedule. And I wanted to mention this because we do have an amazing program that is open for enrollment right now it is one of the programs that gets the most I guess, excitement around it. And the people are really excited to participate because it is so actionable and easy to do. So it's called train your customers to buy from you online. It's a 12 week Sales Accelerator, it's running through just before the holiday season kind of starts to help prepare you for the holiday season. So you can build your audience now and spend the whole holiday season just selling so you're not focused on scrambling to try to plan your marketing and stuff like that, we will walk you through nine different workshops. Plus we have several standalone trainings that are designed to help you with simple to implement, simple to understand strategies that most of them don't require much technology. They're just easy to pull off. And all of them are designed to get people to buy more of your products on your website. And we are super stoked to be helping so many people. And I just love celebrating people when they're growing their business. In fact, one of our students, she had a six figure in person business. And she but she was really struggling to get people to buy on our website. So she came and took the T yc. And guess what happened, she went from $2,000 and point and click Sales on our website to 60,000 after she took the T yc. That year, and it really really does make a massive impact. So if you're ready to invest a little bit of money to for massive growth into your business, we would love to support you and handhold you to help you get through these challenging times. So head on over to flourish, thrive academy.com, forward slash T yc. And submit an application today it's free to apply. And it's an approval process that we're only going to bring in the people that we think we can help. We have accountability groups where people up based on their level of business. And we're here to really coach you and move you into action throughout the entire period. So

Tracy Matthews

13:08

if that sounds good, awesome, we'd love to review your application and we'll let you know within 24 to 48 hours if you're approved, and we'll send you along the next steps. So let's do this. I have a great episode for you on Thursday. It's all about conscious leadership with my girl Sarah Holly you are going to love it. So definitely tune in for the next episode of Thrive by design. Ciao for now.

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