Make It Easy To Pay

You cannot afford to let a prospect decide NOT to buy your materials because they don’t have a way to pay for them. I’m not talking about the audience member who doesn’t have the money for the bus ride home and whose purchase of your materials would never help them anyway. I’m not interested in that person as a customer. In fact, selling to those people does you more harm than good. When someone who can’t afford or will never benefit from your materials figures out they made a big mistake buying them, they’ll blame you and tell the world how lousy your materials are. There are way too many qualified prospects for your materials to worry about taking some poor soul’s last dime. Plus, I want to like the face I shave every morning.

I’m talking about never losing a sale to the person who can afford your materials and can benefit by using them. I’m talking about never losing a sale because you made it too hard to pay for it. I’m talking about making it impossible not to buy because of a payment issue.

Here are the strategies for getting all the sales you can by making it easy to pay for them:

·       Always accept credit cards—I hate paying VISA and Mastercard their percentage too, but it’s a very small price to pay for huge 4 and 5 figure sales days. Remember, you are not selling $15 books anymore—your average sale is quite high and you have to give your customers a credit card option. Eighty percent of my sales are on credit cards. I estimate I’d lose more than half my sales if I only accepted checks.

·       Let your customers spread their credit card payments over several months. The higher your price, the greater the number of payments you can offer. I allow 3 payments of $65.67 for my $197 package and I offered six payments when I sold my two-day speaker marketing “Boat, not Boot” Camp in December for $1,697-$1,997. I just want the money: I don’t mind waiting a little bit to get it. Without this special payment option, I’d lose sales. Approximately 10% opt for this payment plan.

If your price is relatively high, offer the option of using more than one credit card. I am constantly amazed how close to the limit many people run their credit cards. Letting them split payments among 2 or more cards adds additional sales that would otherwise be lost.