Get in the middle.

I had a chat with someone last week about their business. I asked, "what is your biggest challenge right now?" His answer came quickly - "getting people to follow through." I asked him to tell me more, and he explained that they are having great success with lead generation, but very few people actually take the next step to sign up for something, fill out their details, or complete the transaction.

I asked him, "what are you doing to help them take that step? Are you doing any 'abandon cart' marketing? Or sending any helpful reminders to those who didn't finish the process?"

He shook his head and said, "you know, that is the simplest response and we aren't doing any of that."

Last week, I was scrolling on my phone and saw an ad for a class I want to take. But to register I needed to sign up, give my details, add my credit card, and choose from some options. The problem was, I was on the couch, on my phone, deep into season 4 of Dawson's Creek (the part where Pacey and Joey break my heart.)

Anyway, the likelihood of me registering for that class at that moment was low, given all the info I needed. As I was scrolling through the course website, I saw this image:

It says, "Remind me to apply before the deadline." All I had to do was type in my email and I would get a reminder to sign up later. GENIUS.

I tell you these two stories to make this point: Sometimes your problem is not a lack of motivated customers. Sometimes your problem is not the lack of an awesome product or service. Sometimes, your problem is simply a lack of legwork in the middle. Look at where you might be losing them, and figure out how to be there. It just might make all the difference.