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7 Mistakes Killing Your Chances to Close More Sales Online

convert Mar 14, 2023
7 Mistakes Killing Your Chances to Close More Sales Online BLOG IMAGE | Hey Mickey Anderson

Struggling to ditch the discovery calls and close more online sales? You're not alone! So many service businesses find themselves in the same boat and don't know how to get more conversions without sales calls or hiring a sales team. The answer lies in avoiding a few common mistakes that make it harder for prospects to buy online. Simple but not easy things like failing to communicate the transformation you deliver clearly, not speaking directly to your ideal customer, and lacking social proof are all critical elements to successfully increase online sales. Ditch the sales tactics and learn how to avoid making these seven costly errors so you can start closing sales online today!

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1. Not communicating the transformation clearly

People buy things for two reasons, 1) to solve a problem and 2) to become more like their aspirational identity (who they want to be). To close sales online, you must be explicit about the transformation you provide and how it will help potential customers reach their desired outcome. We don't have to be sales professionals to provide a clear transformation to a potential customer.

Less vs More

To start, make sure that you are communicating clearly–be clear and specific, not clever or catchy, and use consistent language across all marketing channels. From website copy to landing pages, social media posts to emails, all of these should include a consistent message about the transformation you deliver to new customers. The transformation is a key component of your value proposition, and the more you share it, the more money you will make.

Jargon vs Simplicity

Another critical mistake to avoid when communicating the transformation is using jargon or overly complex language. Your audience may not be familiar with industry terms or technical concepts, and every hundredth of a second counts when it comes to keeping your potential clients and customers' attention. Use plain language that's easy for everyone to understand and doesn't require energy to decipher. Remember, simplicity sells.

Ambiguity vs Specificity

The other mistake made in communicating the transformation is being too broad and ambiguous. Be specific about exactly how the prospects' life will be different after they buy, what experiences they will have, and what will no longer be standing in their way. 

Features vs Benefits

Focus on the benefits of your product or service rather than its features or deliverables when discussing it with potential buyers. Rather than just listing out a product's or service's components, add a sentence to each component about how it will enhance customers' lives by saving time/money/effort. 

Images vs Distractions

Finally, don't forget visuals!!! A picture says a thousand words, and incorporating images into your messaging can be highly effective at helping potential customers visualize themselves enjoying the results of working with you more quickly than if they were only relying on words alone. Make sure any graphics used are relevant and eye-catching enough to draw attention away from other distractions like email inboxes full of spammy messages or social feeds filled with endless content noise. Images and graphics should amplify whatever your message is, not distract. 

Not communicating the specific transformation you deliver clearly can lead to confusion and a lack of trust in your brand, ultimately hindering online sales. 

2. Not writing copy that speaks directly to your ideal customer

Creating copy that resonates with your target market requires a thorough understanding of who they are, their demographics, traits, motivations and difficulties. Knowing their challenges, desires, and needs is essential for your message to stand out from the noise and boost sales.

Make it easy to read

It's essential to use language that resonates with them – avoid jargon or industry-specific terms unless absolutely necessary. Instead, focus on using simple words and phrases that will be familiar and relatable. Read your copy out loud to ensure it sounds like a real person. Consider writing as if you were speaking to your target audience in person, and don’t worry too much about grammar–write conversationally. 

Avoid Over-Sharing

You also need to consider how much information is too much when crafting your message; the curse of knowledge is real! Don’t overwhelm readers by giving them too many details or information, as this can cause confusion or put people off altogether. Think of that 10-page menu at a local restaurant and how much harder it is to choose a dish compared to the specialty restaurant with 10 items on its menu. Rather than inundating readers with too much information, break down complex topics into more manageable components and provide fewer choices that address their primary pain point.

Leverage Story

Finally, don't forget the power of storytelling. Stories are how we understand, process and remember information. They can also help create an emotional connection between the reader and your brand, which is critical in getting people engaged with what you have to say and more likely to convert. Try weaving relevant anecdotes into your copy wherever possible, as these can often be more effective than simply listing facts or features alone; stories help bring concepts alive in a way that nothing else can!

Not writing copy that speaks directly to your ideal customer can be the difference between a small business making a sale and not, but without a compelling CTA, your reader won’t take action.

3. Failing to include a strong CTA (call-to-action) and explain what's at stake if they don't buy

People don’t usually do things unless they are asked. A strong CTA (call-to-action) is how we tell the reader what to do next. A strong CTA is an essential element of any successful online sales page. Unless there is something at stake, the reader may put off taking action. Pairing a strong CTA with a statement about what is at stake if the reader doesn’t take action can increase conversions significantly. 

Bold CTAs

Make sure your call-to-action is unambiguous and easily distinguishable from the other content on the page, so prospects can quickly take advantage of your offer. Use bright-coloured buttons that stand out on a page and clear language. 

Negative + Positive

What is at stake if prospects don't buy, and why should they take action now instead of waiting? This is a vital question you need to answer to see increased online conversions. If we think of the positive and negative statements on your website page like a recipe, positive statements are like flour…you’ll have cups and cups of it. But, without that pinch of salt (the negative), you won’t taste all of the flavours. You can incentivize quick action by emphasizing both short-term and long-term benefits; this could include things like discounts, free shipping, limited-time offers or access to exclusive content or services only available through your website. Lastly, double-check to ensure that all links associated with your CTA work properly - nothing kills conversions faster than broken links (believe me, I’ve made this mistake before). 

Including a strong CTA and outlining what's at stake can help give potential customers an extra nudge towards taking action right away rather than putting off their purchase decision until later - something no one wants. Now let's explore how failing to prove that you will deliver on your promise can hurt sales conversions.

4. No proof you will deliver on your promise

To earn customer trust and close sales, establishing credibility is essential. Prospects won't be willing to commit without proof that you can deliver on your promise, and nothing builds trust quite like a testimonial. 

A) Testimonials:

Nothing speaks louder than the words of satisfied customers! Collect testimonials from past clients and feature them prominently on your website or in ads and other marketing materials. Keep testimonials short and easy to read or watch. Don’t forget to include a picture, name and business name to prove that your customer testimonials are real.

B) Feature Reviews:

Online reviews have become increasingly crucial for businesses today - and reviews on third-party sites are often seen as more credible because the business has less control over what is featured. Encourage existing customers to leave reviews after they purchase your services from you so that potential buyers will feel confident in their decision before committing.

C) Share Case Studies:

Create case studies featuring your best success stories with existing customers who achieved excellent results using your product or service. These stories help prospects understand how they could benefit from working with you and provide tangible evidence of what's possible when they invest in what you offer. 

D) Include Data & Statistics:

People love data because it helps us remain logical in our decisions. Include relevant data, statistics, or research findings that support why someone should choose you over competitors, like industry-specific benchmarks or surveys showing customer satisfaction, conversion rates over time etc. This helps give people confidence in their choice while also providing an objective way for them to measure success if they decide to work with you.

By leveraging these four strategies, businesses can prove they can deliver on their promises and convert more high-value leads into paying customers without relying solely on sales calls alone. This will help them build trust online, close sales, and ultimately achieve better business results with their marketing efforts.

5. No emotional connection

No emotional connection is one of the most common mistakes that businesses make when trying to close sales online. When prospects don't feel a strong connection with the brand, they won't take action and convert. 

Speak To The Person

It's important to remember that people buy from people, not companies. To form a bond virtually with your ideal customers, it's vital to demonstrate empathy and recognition of your ideal client's struggles and experiences. To make a meaningful connection, you must address your target customer's needs in an emotionally relevant way - not just present facts and figures to prove superiority.

Add Your Personal Stories

Using storytelling techniques such as personal anecdotes can be effective here; it helps put faces and personalities behind the company's offerings, which makes customers more likely to trust you. Additionally, using language like "you" instead of "we" throughout your copy will help create an intimate relationship between you and your audience.

Amplify With Images

In addition to storytelling, imagery plays a huge role in creating an emotional bond with customers. Showcasing visuals of real people who have used (and benefited from) your product or service gives prospects proof that others share similar experiences - making them more likely to convert into paying customers. This is one of the reasons why video sales letters (VSLs) are so successful because visual storytelling creates emotional connections with the viewers. 

Forming meaningful connections and building relationships with prospective customers is paramount; without a sense of connection, it is unlikely that the vast majority of people will be driven to buy. Also, it's vital for good customer service! Establishing this bond through storytelling, imagery, and emotion-evoking words can make all the difference in closing sales online.

6. Not speaking to what makes your brand and offer unique

It's no secret that standing out in the sea of sameness is hard. But with a few simple strategies, you can break through the noise and ensure prospects know precisely what makes your brand and offer unique.

When crafting copy for marketing materials or sales pages, focus on communicating how your product or service stands apart from other options available. Make sure to emphasize any features or benefits that set you apart—like your unique experience, education, exclusive technology, superior customer service, faster delivery times, etc.—and explain why these factors make your offering more attractive than others. It's also important to highlight any awards or accolades demonstrating industry recognition for excellence in quality and value. Compare and contrast your brand and offer to others to help prospects understand what sets you apart. 

7. Inconsistency across marketing channels

Maintaining a consistent message throughout the customer journey is essential to ensure successful marketing. A lack of continuity across your channels can lead to confusion and distrust. Your messaging should be consistent from the first point of contact to the purchase decision.

Make sure you're speaking in a unified voice throughout all of your channels–social media posts, website copy, emails–so prospects recognize who you are right away. Keep colours and design elements consistent as well; this will help create an instant connection with visitors and keep them engaged with your brand.

Don't forget about content! You need a steady stream of content on each platform if you want people returning again and again - whether it's blog entries on your website or video tutorials on YouTube - make sure these pieces fit within a larger narrative, so users feel like they're getting something out of the experience each time they come back. Value first, always.


Ditching endless sales calls and finally closing sales online requires a comprehensive strategy that incorporates all of the elements discussed in this article. From communicating your transformation clearly to speaking directly to your ideal customer and ensuring you have proof that you’ll deliver what you promised–it’s important not to overlook any step. By considering these steps and avoiding common mistakes such as no emotional connection or inconsistency across marketing channels, you can ensure that prospects are buying online without needing additional sales calls.

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FAQs About Online Sales

How do you close more online sales?

To close online sales, you must create an irresistible offer that speaks directly to your target audience. To ensure maximum conversions, create a compelling sales page that outlines the advantages of your product or service and why it should be purchased. Finally, to convert more high-value clients, use a 90-day content marketing campaign with targeted messaging across multiple channels, such as email marketing, social media ads, and SEO optimization. These steps allow you to gain the most from prospects already interested in your offerings.

Why is the close important in sales?

First impressions are important, but the last impression is what makes you money. Closing ensures that both parties involved in the sale have agreed and are satisfied with the outcome. A successful close also builds trust between buyer and seller, which can lead to future transactions. Think about it like this…without a close, there is no sale.


**** This post may contain affiliate links. If you use my link to make a purchase, I will get a small commission at no extra cost to you. I only promote brands that I use, love and trust.

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