What to Do With the 90% Who Don’t Buy After Your Launch

When your launch finishes, around nine out of 10 people will not have bought from you. This does not mean that your launch has failed. This is actually right and completely normal. But where the mistake happens is most people stop there. In this video, I'm going to share with you what to do with those 90% of people who don't buy following a launch.

Welcome to this week's episode. If we've not met, my name is Teresa Heath-Wareing, and I work with course creators, membership owners, and coaches to help them grow their online businesses. If you have bought all the courses, watched all the videos, and listened to all the podcasts, and you are still left wondering why this isn't working for you, then you are absolutely in the right place.

When we talk about a launch in the online space, what I am talking about is a marketing campaign. So for instance, you might have done a master class, webinar, or a boot camp or challenge, an open house. Basically, an experience that you're putting on in order to get people to buy your offer. So you're gonna get to the end of your launch, and 90% of the people who attended your launch experience are not going to buy, and that is completely normal.

I think this is one of the things that is wrong about the online space, is that often we have a very unrealistic view of what is expected when we do a launch. All of the hundreds and hundreds of launches that I have supported, coached, or consulted for, it is roughly between 2 and 10% of the people who will actually buy.

But most people are just leaving it there and going, "Okay, no worries," and finishing the launch at that point. But actually, there is still money to be made, and not only is there money to be made for you, but there is still ways in which you can help those people who came through your launch experience.

Because ultimately, they were there, if the launch experience was teed up correctly, and if it was a good prerequisite for your offer, they were there because of the fact that they need help and support. So by not offering them anything after the main sale is gone is actually doing a bit of a disservice to them if there is something else that you can do to help them.

Now, if you've been in full launch mode and they have been taking part in your launch experience, the chances are, and in brackets I hope this is the case, you have been emailing them quite a lot. You've been having a lot of contact with them. So actually, I am more than happy to give them a couple of days' breathing room, just because it's going to have been a fairly full-on time for them and you.

So let's say your cart closes on the Thursday. I would probably give them over the weekend and to the early next week where I didn't contact them. But then the following week I would offer them a downsell, and this is something that I am seeing so many people not do, and they are missing such an opportunity.

Maybe you've had a community with the ... If you did a boot camp or a challenge, maybe like me, you send voice notes to people to say, "What did you think? Are you interested in buying?" Hopefully you would've had lots of conversations, and you will be hearing what the objections are. You'll be knowing, okay, they're not buying for this reason.

you have helped them in some way, improved their situation in some way, which gets them closer to that main offer. And in some cases, this might not be creating a brand-new offer altogether. This might be a smaller, more condensed version of the thing that you sell. For instance, let's say you were doing a six-month group coaching program.

You might offer a three-day intensive for a small number of people at a much reduced cost. You might offer one-to-one power hours instead of the six-month group coaching program. If you have a big program, a big signature course, you might offer step one of the signature course, or you might offer the thing that helps them get ready for the, the signature course.

So let me tell you about the one that didn't work, which is my own example. Now, I have Grow Launch Sell, my signature program, and one of the things that I am so passionate about when I talk about Grow Launch Sell is that you get me. You get me on coaching calls with you in a group setting, but I speak to everyone on those coaching calls.

The program, the Grow Launch Sell program, is priced at 3,500 pounds currently as I record this, and the reason it's priced at that much is because of the high touch that you get with me. And the reason I insist on having that community element and not just selling the course is because everything that we talk about, there's normally a, "It depends."

So I did such a good job in selling why they need the community that when I tried to sell the Grow Launch Sell course on its own as a down sell, it didn't sell. So my complete program is a, effectively like a course type thing with the six months of support, and then I tried to down sell the g- the Grow Launch Sell course on its own, and I didn't sell a single one of them.

So that didn't work at all A downsell strategy that worked really, really well, and this is purely my observations, this is not anything I know behind the scenes, is Amy, when she used to sell Digital Course Academy, she would sell a whole course on how to create a digital course, and her downsell off the back of that was her List Builders Society.

Now, my guess, because again, this isn't anything I know for a fact, this is me observing her launch, my guess would be that lots of people didn't buy because they didn't have an audience and they didn't have a list. And therefore, she then downsold her List Builders Society to help them create their email list.

So in terms of how I sell a downsell, I tend to do it on email only. So this is to existing launch experience people who didn't buy my main offer. They will then receive a sequence of emails. I tend to keep them short and succinct in terms of the number of emails and the number of days that offer is being promoted.

And of course, if I was gonna give an offer, it would be a real urgency offer. It wouldn't be some fake scarcity. So it needs to be real. If the offer's gonna be there, it's gonna go away. Now, some people, and you could offer more than one downsell. So let's say you were selling something for £1,000. You did a downsell at, say, £400.

You could, if people don't buy that, or the people who didn't buy that, you could then offer a really, really cheap kind of- £10, 15, £20, £40 type thing as like a template or a tool or something really, really small that you could try as a final last-ditch attempt to get someone to buy something. There's also some psychology around the fact that if someone hands you money, it builds the trust.

Only offer one thing at a time. So no one in the main offer knows a downsell is coming. Now, in my stuff, when I do a boot camp, when I do anything, I always break the fourth wall, and this is one of the beauties of what I do and why people come to my boot camps, is because not only do they get to see how a boot camp is ran and how you would run one, I'm gonna say properly, in inverted quotes, because, you know, I'm sure there are things I could do better, but, A, how you run a boot camp, and B, I am constantly telling you why I am doing the things I'm doing.

Don't tell them there's a downsell coming, and definitely don't use the word downsell. But- You will give them the main offer. When they don't buy the main offer, like I said, you then have a break, you then give them the downsell offer. If they don't buy that and you want to do another downsell, you would give them a little break again and give them the next downsell.

You don't offer them three things at once because that is confusing. When people are confused, they do not buy. Then at the end, once you've finished giving the downsells, or downsell, I only tend to do one, I would then send out a survey or a quick questionnaire to the people who didn't buy anything.

I have an idea for another downsell. I am yet to do it, so we will see if that comes. So yeah, the final thing I would do after cart close is that survey, that questionnaire, that bit of information that we can get. And if you've got a freebie that can help them, give it them at that point as well. Like, let's keep that engagement high.

And then, as I've already said, we use all of that information to help us make a decision about the next launch. Is there something we need to answer in the launch because it kept coming up as an objection? For instance, they might believe their list isn't big enough, but actually you just need to educate them more on why their list size is perfectly fine as it is, rather than necessarily offer that as a downsell.

Just because someone says no to buying your main offer does not mean that, A, they don't need your help, and B, there is not something else that they might buy. Offering a downsell is not sleazy and salesy, it is giving them another opportunity to move forward and another opportunity to buy from you. If this has been helpful, I would appreciate it so very much if you would subscribe if you are watching on YouTube, follow me wherever you are on the podcast, and if you are on YouTube, I would love it if you could just drop me a comment, give me a like.

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