Make an imaginary sale — Kelford Labs Daily

Imagine this:

You just signed the contract, and you got a sale. Your new service offering, business, or process has its first client, and you’re so happy that your marketing is now paying off.

Did you imagine that? Are you holding the image in your mind?

Now, let’s do this:

Tell me what happened right before the contract got signed.

Did you have a sales call or series of meetings?

Did you send a proposal or scope of work for them to review?

Whatever it was, there was almost certainly an event that happened right before they finally bought. What was it?

Once you know that, here’s the next question:

What happened right before that?

Did they send an inquiry via your contact form? Did they reach out on LinkedIn or send you a direct email? Did they call your front desk to set up a meeting?

Something happened right before you had the sales conversation. So, what was it?

Now, next question:

What happened right before that?

Did they sign up for your newsletter? Peruse your blog or social content?

Did they visit your website and read your process page, your About Us information? Did they click around looking to vet your credibility?

What did they do before they were ready to connect with your business by following your content?

Final question:

What happened right before that?

Did they see an ad you bought? Did they Google for a term you compete for? Did they stumble across something you posted on LinkedIn or meet you at a networking event?

In some respects, it’s not actually all that important what, exactly, happened at each of these phases. At each of these “distances” from your business.

The important thing is that something happened. The important thing is that something can happen.

Because what if any of those steps were missing?

• What if you didn’t surface on Google, have content on social, or attend any networking events? Would anyone find you?
• What if you didn’t have thorough website content about your process and your unique perspective? Would anyone stick around to learn more?
• What if you didn’t have a newsletter, blog, or up-to-date social channels they could subscribe to or follow along with? Would anyone be comfortable enough to consider buying?
• What if you didn’t have an easy way to reach out and set up a chat? What if you had made it too difficult to schedule a call or too intimidating? Would anyone start the conversation?

What if you didn’t have all these pieces?

Would you be able to get someone who just found out about you  all the way to buying from you?

Marketing isn’t one single thing you do and hope it works.

It’s the cohesive set of activities you perform, every single day, that helps your prospects get one step closer at a time to becoming a buyer.

And if we, as entrepreneurs and marketers, miss any of those steps, our prospects will, too.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.