Our young company just went through a season promoting one of our premium courses, we’re about to do a big affiliate push for our core membership program, and we’re launching a new product this fall.
So we’re sending out a good number of emails with offers and invitations to buy something.
I’ve noticed that no matter what we test or tweak, some people just aren’t going to buy our product. They aren’t a good fit.
This isn’t a scientific list, but in my experience, these are the types of people who just won’t cross the line to become a customer.
#1 – People who don’t read.
From time to time, someone will tell me our emails are too long.
But their a little longer than others on purpose. They are full of practical advice and good content. If someone doesn’t have time to read that, they aren’t going to have time to implement any of there strategies we suggest.
There’s a ton of video in our resources, but people who don’t read don’t seem to connect well with our customer base.
#2 – People who miss deadlines.
When we launch a product, we put real deadlines in place. We’ll always have people miss them, and the handful of times we’ve made exceptions and let someone in after the fact, it usually doesn’t work out.
I think it’s because people who ask for exceptions to deadlines will look for exceptions in the content. Maybe they think, “This won’t work here.”
#3 – People who ask contextualization questions.
Will this program work in the UK? Does this information apply to those of us without a worship pastor? If I’m a left handed pastor with a birthday in February, will it work?
9 times out of 10, if someone asks this question, they won’t be a fit. It’s as if they are looking for a way OUT rather than a way IN.
I don’t know how to contextualize our resources for the UK and I really don’t know for a fact how a principle applies in every situation. We do our best, but contextualization is up to the customer.
Great leaders can learn from anyone and they are capable of taking a piece of information and contextualizing it for their unique circumstances. If you learn how to contextualize, you’ll open yourself to a world of learning opportunities.
#4 – People who ask for discounts.
I’m amazed at how many emails I get saying, “I can’t afford this…sent from an iPhone.”
There are a few outliers and we sometimes offer hardship scholarships, but most people who ask for discounts don’t stick long with us. It’s not a price issue; it’s a value issue.
Someone once challenged me to stop saying “I can’t afford this” and start saying “this isn’t a priority for me right now.” That’s good advice because most people can afford to do whatever they put their mind to.
#5 – Pastors who only want to “trust the spirit.”
Our business is uniquely Christian, so this problem may be unique to us. But whenever we talk about systems, strategies, or plans, there are always people (usually on Facebook) who devalue those things in favor of trusting the Spirit.
As if those things are mutually exclusive.
The same Holy Spirit that can inspire you on Monday can inspire you the Thursday before. The same God that shows up in the worship service can show up in a planning.
Planning isn’t for God’s benefit. He can do whatever He wants whenever He wants. Planning is for OUR benefit. We work with people and people need to know what’s going on.
#6 – People who are swamped, slammed, or too busy.
The leaders I admire most rarely take to social media to post about how busy, slammed or overwhelmed they are. These are people who have more responsibilities than many of us can even imagine, but they operate with peace and purpose.
Jesus, who had a tremendous responsibility and a deep sense of purpose, never rushed around from place to place. He was intentional but never frazzled.
Busy is a state of mind that has more to do with a mindset. That’s why busy people seem to complain about external circumstances rather than address the underlying reasons things exist.
For most of us, we’re as busy as we want to be. We may even like the feeling.
Besides, if someone’s email Inbox is out of control, they are likely going to be too disorganized to follow any plans we suggest.
#7 – People who want to figure everything out on their own.
We love those HGTV renovation shows, the ones where people come in and totally renovate or flip a house. The transformations are pretty amazing.
Those shows have made pallet wood hard to find and Pinterest even more popular. It’s led to a huge growth in upcycling, pallet wood repurposing, and DIY projects around the house. Those are fun, but unless you know what you’re doing, undertaking too big of a project is a recipe for disaster.
There are pastor tinkerers, too. People who would rather try the DIY approach than following a proven plan. They want to go to a conference, try an idea and see if it sticks. They want to save money and try the campaign on their own rather than have a proven professional.
That kind of person doesn’t usually stick with us because we teach deep strategy and healthy systems, not just tinkering with tactics.