Dylan Vanas shows why businesses lose customers by forcing them into a single buying path. Most companies rely on one channel like sales calls or landing pages, but customers prefer different ways to buy. Offering multiple options—ads, webinars, call booking, direct sales, referrals—captures the prospects other channels miss.
Chapters
Let me prove something to you in 30 seconds that will change the way you think about your business. In order to do so, I need you to think about the last significant purchase you made, something that cost you real money. Okay, got it. Now, did you buy because you got on a sales call with someone and they sold you? Did you buy because you went to some kind of website and you purchased? You go to Amazon and one-click tap to buy. Did you watch some webinar in order to get there? Did you get a referral from someone and that's how you ended up buying? Here's the thing. Everyone transacts in different ways. For me, I like to just go to Amazon and one-click buy. But some people, you need more information. You want to do your research, you want to find the best one. I don't care about that. I want the fastest one that's going to show up tomorrow. But the problem is, is so many businesses only give one way to transact with them. They have a call booking funnel where you can schedule a call to speak with their team, or they have some kind of landing page that sells the product. People transact in different ways. So if a business only has one, they're missing all the other people that transact in different ways. I don't care how successful your business is if you only have one way of transacting and giving customers the ability to buy from you. And for the most part, the way you transact is the same every single time. If you like to jump on calls and schedule them and go meet with a sales rep who's going to offer you a service, amazing. I'm not going to do that. I don't buy that way unless I really, really, really want that product. So for you and your business, think about it. What's the vehicle you're using to get people to transact with you and how can you open it up and expand it to get more people more opportunity to transact? For example, we spend millions of dollars on ads for our clients and for almost every single client we do monthly webinars about once a month. We'll run a webinar for them. The way I look at it is that's mopping the floor of all these leads that came in from different sources but didn't convert, and it gives them an opportunity to jump on for 90 minutes and potentially buy. But not everyone's going to buy from a webinar. So what about all the other people that bought throughout the month? If you're only doing webinars, you're only doing call booking funnels, you're only selling free book plus shipping. Whatever your mechanism is, you need to be adding more than one. That's the key to consistent growth in your business.
