The Reality Of Closing Cold Traffic

I had a client message me this morning saying:

“Yeah our close rate is like 35% right now…do we need to improve our offer at all or should we just keep running it?”

It seems like the right question in theory, but in reality there is a massive booby trap.

The reason is because this particular client had been relying on content and word of mouth, so he really had no idea if his offer would resonate or not when it comes to cold traffic.

The main reason for that is because cold traffic has absolutely zero trust in you.

In fact, they actually have less than zero trust because they’ve often been burned before.

As a result, cold traffic is about 100x more difficult to close than warm traffic. That’s just the way it is.

The only reason you go through the effort of being able to close cold traffic is because that is where 99% of the clients are, and you will always be in that state of anxiety when you have no control over your pipeline.

Really the only way to solve that is to convert cold traffic on command.

So when you go to cold traffic, you’ll need to:

• Improve offer

• Improve sales process

• Get more sales assets to rapidly build trust

• Have content everywhere (newsletter, IG, YouTube, lead magnets, video case studies)

• Get better at the act of sales itself

If you can do the above, it becomes less difficult.

But the lesson in there is that a ‘close rate’ matters absolutely ZERO unless it was cold traffic.

Closing warm traffic is a joke. And that is coming from someone who has closed a tonne of warm deals and every time I go back to closing cold traffic I am reminded that it’s 100x harder.

Your best bet is just to optimise the hell out of everything and get 100x better because then your 40% close rate on warm deals will increase anyway.

Win-win.

And if you want to get 100x better, get help building out all these assets so you can close 5-15 clients per month - go here «««

Our clients routinely do this. It’s funny to me that so many people just rely on referrals and cope about how they ‘get word of mouth’ instead of just actually doing stuff to grow.

Imagine you had all your referral deals AND a full pipeline from ads/outbound/content.

Wow - shocker.

Maybe you’d be able to stop pretending you don’t want to grow way faster than what you currently are.

We can help you with this.

All details are here https://www.1000xleads.com/

Talk tomorrow,

Leo