All internet traffic is not the same, and the temperature of your traffic will determine the profitability of your business. New leads are the seeds that grow businesses and your understanding of traffic temperature will help you move prospects into becoming happy customers and clients. You can create the most persuasive sales copy ever produced and still lose out on sales because of the temperature of your traffic.
Understanding Traffic Temperature
We’ll start at the bottom of the thermometer. Cold traffic is new traffic from those who do not yet know you or your business. In the business cycle, this is the awareness stage. Here’s what the entire business cycle looks like:
At the awareness stage, you are introducing yourself, your business, your product line, and your offers to a new audience. If they’re interested, hopefully they’ll move to the second stage, consideration.
Warm traffic refers to people who have been introduced to you and have some knowledge of your business, but they haven’t yet purchased anything from you. They are evaluating you and your business, and your goal at this point is to make a connection – can you interest them in signing up to your email list, or maybe even buying something from you? Generally, any purchase at this point will be a low ticket item.
Hot traffic refers to your best prospects for sales. These folks understand how you can help them and they’re ready to buy from you. Or, if they’ve already bought something from you, they are open to buying again from you.
Raising the Temperature
The goal of any business is to help people move through the business cycle from awareness (cold traffic) to purchase and repeat business (hot traffic). How do you do this? By building relationships with your leads through your email marketing, blogging content that meets their interests, and doing everything in your power to build their trust. Let’s walk through how to build trust in a business relationship.
10 Ways to Build Trust in Business Relationships
We live in a very distrustful and cynical world. How do you build trust with prospects (and maintain trust with customers and clients)? Use these tips to turn up the heat on your traffic!
- Always tell the truth. Truthfulness builds trust; anything less than the full truth destroys trust. Reliability can be demonstrated at every point in your relationship with prospects, customers, and clients. It all starts with truthfulness.
- Integrity is key to trust. Take a stand when you need to, but always underpromise and overdeliver. If you outperform your promises, you will build trust. If you’re always true to your word, you’ll build trust.
- Always be ready to admit that you’re wrong when you are wrong. This point touches on honesty and integrity.
- Demonstrate your competency in everything you do. Your experience, expertise, and knowledge are what you have for sale – help prospects see that you are worthy of their trust and their business.
- Build rapport with your prospects, customers, and clients through excellent communication. This means being yourself and putting your personality into what you produce, whether it’s products and services, or a blog post or email. Trust in yourself that you can build a tribe around who you are.
- Always, in everything you do, show respect for others. Never talk down to others or in any way belittle them. Treat others well, and you’re on your way to building trust.
- Deliver value to your prospects and customers in everything you do. When others understand that you are valuable to them, they’ll trust you.
- Consistently, directly, and promptly handle any problems or issues. Remember that people are not the problem – the problem is the problem. Customer service is a great place to build trust. Show your customers and clients that you genuinely care about them and their issues and that you are a problem-solver for them. Doing this will raise your credibility immeasurably.
- Be flexible and patient with prospects, customers, and clients. Always remember that they’ve come to you because your expertise is greater than their expertise in your niche. If there is something that isn’t sitting well for them, try to resolve their issues as quickly and amicably as possible.
- If it ever happens that you can’t meet a promise, work out a mutually beneficial solution that is agreeable to all concerned. Getting overcommitted, or for whatever reason not being able to meet a deadline is not the end of the world if you can otherwise satisfy your customer or client.
What would you add to this? I invite your comments and questions and your likes and shares.