Well actually, logically, that’s the last thing you should do.
As business owners, it’s almost instinctive: more sales has to come from more prospects, they come from more leads and they come from more enquiries. So that’s where I need to start.
And if all of your enquiries eventually convert into customers then, yes, that is all you’d need to do. But lets face it, our “sales funnels” are not watertight. If only they were!
If you are spending money on promotion, but you have got customers leaking out further down the buying process, then you are wasting money.
And if, like most businesses, you’ve got leaks at a number of different points in your funnel then where do you start?
I know instinctively you’ll want to start at the top, but I urge you to resist it: if you spend money on promotion before you fix your leaks, then that’s money wasted.
Plus, if you start from the bottom with your loyal customers (even if you only have a few customers) and you make sure they’re the happiest customers alive, then two things will happen:
First they’ll buy more from you.
Second, they’ll be happy to provide you with testimonials and case studies, and they’ll tell their friends, colleagues and associates about you, all of which will help you generate more business.
Taking the Watertight Marketing approach forces you to start at the bottom of the funnel and fix your leaks from the bottom upwards. Addressing your marketing weaknesses in this order builds incrementally so that when you start spending money on generating leads, it will all be money well spent. You’ll also have a sound, robust marketing machine that pays back for your business.
If you want to find out more about how to use Watertight Marketing in your business, I strongly encourage you to read the book (free chapter here or grab a copy from Amazon) or watch this video tutorial by author Bryony Thomas, on how to plug your leaks.
Or if you have any questions or just want to chat about how to do this, drop me a tweet, an email or a phone call.