Using Printed Order Forms?
I was an exhibitor a big marketing conference in LA last week, setting out my printed order forms on my table, and I thought this could be a good topic to share with you today. Printed order forms in this high-tech marketing world is a very OVERLOOKED piece of marketing collateral that many entrepreneurs don’t have or use.
One of the biggest issues with entrepreneurs when it comes to them/you NOT making money on an everyday basis is the lack of a printed order form and OFFLINE SALES PROCESS.
This is such a critical part of our world today, some of you may not have any idea…
THOUSANDS of dollars of my sales every year are made in person and on a printed order form. Let me share why you want one and what it’s going to do for you in your business.
Here are four reasons or instances where having a printed order form when you’re out and about locally or away on trips, is critical to either more sales, your sanity and time or both.
1) Instead of printed order forms, can’t I just use a Square or PayPal swipey thing that plugs into my phone to take money from someone if they want to buy something from me in person? Or can’t I just take cash or check?
Well, the answer to this is simple. If you take money these ways, you still have to capture/get and manually enter in the customer’s full contact information into your main database or email marketing software for ongoing marketing and follow up later – MANUALLY… that means it’s less likely to happen if you don’t have an automated system. AND… that is IF you get their full contact information in the first place!
So many people do not, they just swipe and take the money and move on or take the cash or check and let the person go. HUGE MISTAKE!! Those customers might be great ongoing customers too but if you don’t continue to market to them or follow up with them you’ll never find out, nor will you get any referrals because you won’t be “top of mind” with them. You must get their full contact information regardless is the main point here or you’ll miss out on future sales. When they sign the order form too, you can put disclaimers on there, refund policies and have other things they can check to “add on” and potentially increase your sale. The idea of the PROCESS however is that when you take their information, they give you their credit card on a form, then you can be in charge of entering that into your shopping cart yourself , even taking payments and then having the cart initiate follow up emails and messages automatically that you pre-write.
2) Can’t I just send people to my website to buy or sign up for stuff? Passing out my card, flyer or brochure?
Goodness NO! RARELY does anyone follow through with that! YOU have to be in charge of the sale, not them. Plus, don’t you want the money TODAY? It could be a week or much longer even before they go click and buy, therefore prolonging the sale. People are way too busy for this. YOU have to be in charge and make it easier for them to buy when they’re HOT and the way to do that is with a printed order form. Plus… when you do run into a potential customer in person and they are really ready to buy, even just after a 10+ minute conversation anything is possible…You can give them a “SPECIAL OFFER” to buy today or when they buy XYZ today, they can also get a bonus of something. Therefore you make your money TODAY!! Having what I call an “Easy Yes Offer” is a great way to make sales every single day. I teach entrepreneurs how to create their Easy Yes Offers and their order forms at my live events plus I give you templates too. It takes a little bit longer to explain what I mean by an Easy Yes Offer – I make people sell theirs at my live events too actually…come experience it for yourself in November in LA!
3) Can’t I just schedule a call with them to talk about working with me or what I have to offer?
YES!! We do want to do that all day, of course… however, typically a phone call is when someone really needs to have that conversation with you, maybe share more about where they are now and what they’re looking for help with, that way you both can determine if you’re a good fit to work together or not. That’s a sales conversation and we want to book a LOT of those. A printed order form however is meant for the quicker, lower priced sales that can get people to experience you right now and then you can always follow up with a phone call from there to sell them into higher end programs and packages. Maybe you have a book, a webinar or an event to sell today though, those are quicker decisions people can make on the spot without a lot of thought or discussion and why not get them to buy today if you can? Why not make money daily if you’re able?
4) Can’t I just pull out my phone or iPad and have them sign up online on my website in person?
Sure… however that’s very time consuming for THEM. You have to make it EASIER for them, not harder. Some of your customers may not be that technical either, so doing this on their phone or your device could provide challenges. In addition, if you’re in a room with a lot of people it really limits the number of people who can do this efficiently during that event. Oh and if the internet is not working or isn’t available then you’re really stuck right? I would never do this at my exhibitor booth either it just bogs up the flow of traffic and just isn’t a good use of time for anyone.
Finally, if you are a speaker, it’s just way more efficient to pass out printed order forms when you’re attempting to make sales during your talk or in the back of the room after your talk. You can collect them and go and enter them all in later ensuring the “follow up process” will run and continue automatically so you have less manual entry later.
If you know you need an order form, I’m sure you’ve seen dozens of examples out there and I have some very easy templates to model after.