Here’s the story: You have your marketing automation set up, you have a sales funnel, you are present in several marketing channels (perhaps Google Ads or Facebook Ads), Google Analytics shows traffic coming to your website and even sales-focused landing pages, and… Not much is going on. Clearly, your prospects are not converting into paying clients. What are the reasons, and more importantly, what can you do about that? Let’s have a look.
Generally speaking, the recipe for successful sales comprises three fundamental elements:
- Good offer
- Good website
- Good marketing
If your leads aren’t converting, there is something wrong with one (or more) of these elements. Let’s dig a little deeper and analyze some of the most common reasons why your sales department is idle while your marketing department is all busy.
Your offer is not attractive to your target audience
We start with the biggest issue many companies have to deal with. If your offer is not attractive, even a million-dollar marketing will not help. You need to remember that marketing is a facilitator, not a magic wand. Start by analyzing your offer.
First of all, how did your business come up with the business idea? Do you have any satisfied clients? Or are you trying something brand-new that’s not yet on the market? If so, you’re facing a huge challenge. Creating the need for a new service or product takes hundreds of thousands of dollars and a lot of time.
And what if you have clients, but the new ones come knocking on your door rather rarely? Perhaps the problem is in your offer. Perhaps you don’t offer something that other competitive companies do. Or maybe you’re significantly more expensive, and customers simply choose some cheaper alternatives (especially if you cannot justify higher prices/fees).
How to fix a poor offer:
Analyze your competitors. Compare your offer with theirs. Are there any gaps? Are you significantly more expensive? Or maybe there is something wrong with your product, and you don’t offer some of the features that are considered standard in your niche? Analyze your offer and your market thoroughly!
You’re barking up the wrong tree
Your sales and marketing have to be aligned with your target audience, especially its interests and needs. Are you present with your offer in places where your ideal clients hang out? Do you speak their language? What do you do to gain their trust? Do you have anything solid (success stories, social proof, etc.) to back up your claims?
Some target audiences can be very demanding and the service has to be 100% tailored to them, otherwise, you won’t win many clients. Analyze your offer and marketing vs. your target audience.
And here’s one more scenario: You’re advertising to everyone using generic terms. If you want to succeed, you need to be specific. There are hundreds of companies offering “everything to everyone”. You don’t want to be in the same boat, trust us.
How to fix your targeting:
Pick a specific target audience and focus your efforts on it. Tailor your website, your offer, and your communication to this audience’s needs. And market yourself in places where your ideal clients hang out or do business.
You “ask to marry you on the first date”
This point is especially important in the B2B world. In B2B sales takes time and requires trust. If you start communication with hard sales, you will struggle to get clients (you may get some, though, we’re not saying that this strategy doesn’t work at all). Starting a conversation with a brand-new lead with aggressive sales is a lot like asking someone to marry you on the first date. In 98 out of 100 cases, you will just scare them away.
How to start a conversation:
Usually, it’s better to start with some sort of an ice-breaker that will help you establish the first connection with your ideal client. Typically, such an ice-breaker is a lead magnet. A few examples:
- An ebook
- A guide on how to do something related to your offer
- Trial access to the full program/offer
- A free initial consultation, etc.
Source: https://www.ptiplus.ca/
This way, you will get more people interested. And once someone signs up for your lead magnet (“paying” for it with their email address), you can keep the conversation going and gradually build rapport that will allow you to close the deal.
There is something wrong with your sales funnel
The last common reason is that there’s something wrong with the way your website or your sales funnel works. Maybe people want to get in touch, but the landing page takes forever to load, and they simply give up. Maybe your website is not tailored to mobile devices (even in 2025, that’s still a problem!), and mobile customers can’t find what they need.
Maybe your sales funnel is too intrusive or too complicated. Go through the entire process as a potential customer and see if there are any roadblocks along the way. Maybe you ask for too many details in your contact form. Maybe your leads are not collected properly, and you lose some of them. Maybe you take too long to respond to initially interested customers.
We know, there’s a lot of maybes here, but that’s only there can be dozens of different things that need to be fixed.
How to fix your sales funnel:
The best thing to do is analyze your website from the perspective of a prospective buyer. Do you have easy access to all the information you need? Is getting in touch with your business simple and quick? Is the contact form easy to fill? Are there any unnecessary steps in the process that slow everything down? And here’s a quite common problem: Do you ask your clients for credit card details even when booking a free service (e.g., initial consultation or demo)? Answers to these questions will help you work on your website and sales funnel.
Wrapping up
Lead-related problems usually stem from one of those issues. Devote some time to analyze your offer, your website, and your marketing. If you’re going too far and wide or advertise using generic terms, narrow your marketing down. If you’re way more expensive than your competitors, adjust your prices/fees. And if your sales funnel is too complicated or faulty, fix it as quickly as possible.
Pay attention to those questions, and you will improve both your sales and your marketing. And if you’re currently looking for a solution to streamline your marketing efforts and spend less time managing everything yourself, give iPresso a try!
We invite you to start with a free trial of our platform. All you need to do is send us this short form, and we’ll take care of the rest!
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