Diagnosing Your Offer: What To Do When It’s Not Performing Like You Expected

The Market is Never Static

Business ownership is a high stakes, high PACE, competitive game.

What worked last year may not work this year. What works this year may not work next year.

This is precisely why the Wealthy Consultant emphasizes models over tactics in all of our training. Most tactics are “here today, gone tomorrow,” and don’t make a good foundation for a healthy, scalable business. An excellent model, on the other hand, is designed to work even in spite of external factors (our Revolving Price model is perhaps the best example of this – go here to check that out).

Your business can’t be static, because your market is never static.

This means that, no matter how good you are at business, there will be times where your offer “cools off,” slows down or (seemingly) stops working. This is a natural, normal thing.

However, the way you respond to it is critically important.

Today, we want to hit you with a simple diagnostic checklist that you can run through when your offer isn’t performing up to expectations. The goal here is to help you keep a level head and identify the root issue, so that you don’t reactively throw the pieces of your business that ARE working out with the bathwater.

Ready? Let’s go.

#1 – Review the high-level sales process

Go through your funnel from top to bottom from a prospect’s point of view (all the way through to booking a call) and look for mechanical or psychological roadblocks between them and successful conversion/ascension. Often, you will spot small, simple things that could be done (but aren’t being done) to engender conversion through the handoff between marketing and sales.

#2 – Analyze your target audience

Do a deep dive on your target audience by surveying your warm market. You can use your email list (if you have one), organic posts on social, or a group/community you’ve created. Drill down on their pains, wants, needs, and desires. Then use that information create a “rubric,” and compare your current positioning and messaging to that new standard. Look for inconsistencies you can begin addressing.

#3 – Look at your website traffic

This is an easy one to overlook. Check your Google Analytics (you 100% should have GA installed on all of your webpages that are capable of receiving traffic), and make sure that your pages are getting enough eyeballs (based on your current conversion rates) to feed client ascension. If they are not, take a look at each traffic source individually, and begin creating plans to increase traffic flow.

#4 – Optimize funnel pages via split-testing

If you are confident that your pages are getting enough traffic (based on step 3), then take a look at the CVR (conversion rate) of your landing page(s) to see if you are converting within an acceptable range. The average landing page for a direct offer (like a VSL or call booking funnel) has a conversion rate that is north of 20%. If you are below that, launch a split test of your landing page that leverages the fruit of your survey in step 2 – aiming to increase CVR and get/keep the attention of your market.

#5 – Review your offer

If front end marketing is not your issue (based on steps 1-4), it’s time to take a look at your offer itself. Make sure that your offer is compelling and valuable to your target market, and follows a proven framework. If you don’t have a proven framework for building a stacked offer that converts to paying clients, you can have ours for just $3 right here.

#6 – Analyze your post front end conversion follow-up

Delivering value to the prospect starts immediately at the moment of conversion. Map out your current follow-up (every email, text, phone call, etc they receive from you right after they become a lead), and look for gaps – the simple things that you aren’t already doing, but COULD be doing. Pay close attention to the messaging. The goal of a good follow-up process is to provide value first before anything else, build rapport, and move the prospect closer to booking a call with you or your team.

(NOTE: One of the biggest mistakes we see entrepreneurs making here is getting to the “pitch” too quickly. In other words, someone becomes a lead, and rather than demonstrating value up front, the marketing awkwardly forces them toward a call – even if they’re not ready for one. Think of your marketing like courtship or a healthy dating relationship. You wouldn’t propose marriage on a first date. Likewise, you don’t need to rush to the “ask” – instead, build the relationship through demonstrating value and showing them that you actually understand them.)

#7 – Evaluate the consultation call process

Ever heard the phrase, “People hate to be sold, but they love to buy”? It’s truer than you know. Once you’ve ensured that your marketing process and your follow-up are not creating issues in your hand-off to sales, take a look at your sales process itself. You want to make sure that you have a clear structure for the call, that you’re asking the right questions (especially for your audience), and that you are effectively addressing objections in a way that is empowering and proving to the prospect that YOU are there to help THEM. If you want to improve your sales processes, you need to pick up Taylor’s brand new book, “Winning at Sales” – do that here.

#8 – Mind your KPIs – Data, data, data

What gets measured gets improved. If you aren’t already, begin setting short term and long term targets for your marketing and sales, and measure them religiously to gather data about where you can adjust and accelerate. Let the data tell you where to make changes, rather than you going off of your gut. If you want some pointers on helpful data to measure – especially for your marketing – check out this article.