What would have to happen first? — Kelford Labs Daily

If you’re not getting sales from your marketing efforts, you need to ask yourself this:

Right before they buy, what would my customers have to do first?

That is, right before they send you money, what steps would they have to take?

If you’re a service business, before they can buy from you, they would need to have submitted an inquiry form, or reached out via email, or clicked a sales button on your website, right?

Okay, well, what would have to happen before that?

They’d need to visit your website, perhaps because they saw some interesting content you shared on social media.

Before that, they’d need to see and engage with your social content.

Before that, you’d have had to create interesting, visually-striking content that gets their attention.

Before that, you’d have to understand what type of content your best audience values most.

Before that, you’d have to be extremely curious about your best customers and how your business’s values overlap with theirs.

Before that, you’d have to identify your best customers.

Before that, you’d have to clarify what sets you apart in your market.

Before that, you’d have to articulate how your process differs from the competition or the alternatives.

And before that, you’d have to be able to explain your process clearly and compellingly.

Sales don’t happen in the moment, they’re the product of everything that comes before.

Which starts with us understanding our process, its value, and who values it most.

Only then can we expect anyone to be interested. Only then can we expect anyone to engage.

Only then can we expect anyone to want to learn more.

And only then can we expect anyone to buy.

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