Episode 105: 6 Reasons Your Business Isn’t Generating Sales

Half of all small businesses fail in the first year. Generating revenue is a necessity for all businesses. And if your business isn’t generating revenue, you might be panicking. But don’t. Check out the six reasons that your business isn’t generating revenue and what you can do to fix them! With these tips you’ll be able to turn your business around and turn a profit!

Roger: Welcome to Local SEO Today, I’m Roger Murphy.

John: And I’m John Vuong.

Roger: We wanna welcome all entrepreneurs and business owners today. We wanna talk about your business and the idea of when you do the analysis, John. If they’re looking, say Hey! I’m not closing the sales that I would like to or that I feel I should be. There’s what we would, there’s many many reasons but let’s talk about, maybe, the top six today.

John: Yeah, so, you know, if you’re frustrated and you’re not getting the sales or generate enough revenue for your business, here are some of the things that you can really focus and turn it on and really help you generate more sales. So, the first thing is there’s no call to action. What do we mean by call to action, right? So again, print format, you’re in the newspaper ad, what’s the purpose of putting an ad in the first place? Is it just putting your information there? What is the trigger? Is there an action that has to be done? Like, you know, time-sensitive offer, a coupon code, is there something to visit and you know, get something complimentary. There has to be something in it for the customers.

Roger: Exactly. How about on the website, which is the place that majority of people search today when they’re looking for goods and services on a homepage and they call it above the fold, John, which means the visual, the first thing you see without having to scroll anywhere above the fold is your call to action there. You would not believe how many times you cannot find the phone number there, or an address there, or an email address. You’re not, if you don’t make it easy for people to reach out to you, they struggle and they just move on, they go somewhere else.

John: And it’s very similar to the pretty format on your website. What’s in it for that customer, is it time-sensitive, right? What is in it for them, is it complimentary something, or is it a monthly offer that you have, right? Something has to be in it for the customers to take action.

Roger: Yes and of course every industry, your industry. If it’s an emergency style industry where you’re serving people that have had some sort of situation that they need to dealt with and are in a hurry, your call to action will be different than maybe someone who’s considering a purchase to say Hey, we offer, we’re offering a financing till the end of the month, we’re offering a special, you know, value-added proposition with whatever product or service you’re offering. But make it time-sensitive and make sure that that phone number is big and bold and easy to locate on the page.

John: Yeah so the second point and I think you mentioned it a couple times is making sure that it’s easy to find your contact information so in the printed format, in the radio or whatever it may be in your website, make sure your telephone number is very easy to read. Call to action could be send me a quick email, visit our website, fax machines, I mean no one faxes anymore but telephone numbers right? Making sure it’s easy to call, easy to, you know, very much interact with that customer.

Roger: And you can check your website, is that call to action on every page? It should be. You should, they should not have to go from page to page or go top to bottom looking for how do I reach out to this company. It should be on every page. Make it easy.

John: And put it in multiple areas throughout the page as well. On your header, on your footer, throughout the body of your site, make it easy for customers, right? So that, you never know what people are gonna you know, how they navigate your website.

Roger: Yeah, exactly. Now the next one John we talked about is about your target market or your target market. Is it defined properly? You may not be closing or getting sales because you’re not mentioning where, what community is you’re serving possibly?

John: Yeah, so I would say narrow down to a level where you know who your customers are, right? Do a little survey, inquire and talk to your customers. You build a relationship with them. Find out who your ideal customers are and speak directly to that audience in every marketing material or content that’s provided on your website or printed format, etcetera, right? The more focus you have on your business, the better sales will come out of it.

Roger: And many times, to that point John, when someone is searching on Google, there’s something that’s referred to as a long tail search and all that means is this, they’re putting a longer phrase, very specific phrase, what they’re looking for, that is if you’re targeting your market and you’ve got that contents in your website, Google picks that up and that gives you a better chance to appear on the search result for that long term, long tail search query that someone’s putting in.

John: Yeah, and the more of those answers you’re able to fulfill from that user with long tail, the better conversion rate you’re gonna get because if someone spend that time and when it was very specific on what they’re looking for, and you popped up, and they clicked on your website, that user intent is very high.

Roger: Very high, yeah.

John: Right? So therefore the conversion rate is very high as well versus a broad term like the main keyword plus the city, there could be thousands if not millions of websites competing with that term but it’s earlier on on that buyer journey funnel, right? So you wanna hit them on throughout the journey but if you’re looking at conversion rate optimization increasing sales, I mean making sure that you are very specific as to who your users are.

Roger: And answering their specific query for what they’re looking for.

John: Exactly. And then number four is really understanding what your competitors are doing, right? Because you know, to know how they price, what markets they are in, what services and products they offer. Understanding your competitors, knowing their trends as well, how is their sales, because again, it could be seasonal, it could be just whole industry, right?

Roger: And if it’s a product or service John, that is competitively priced, meaning that everyone’s served, you know, your competitors what are they selling for. If, number one if you’re selling for more than they are, that could put you in a disadvantage but there is a solution to that. So knowing what your competition, paying attention to what they’re offering, then what you’re gonna do is you’re going to look at your value proposition. If it’s this product, whatever this is, this service, what if you add more value to that pricing so that the consumer says Oh but if I buy from you I get this and this included or more value for their dollar. People always respond and you’ll sell more if you sell on value.

John: Yeah. The more you give, the more people, you know, they feel like you’re giving way more value, right? So if there’s an opportunity for you to provide that extra boost because people are gonna compare a shop no matter what. They’re gonna narrow it down to three to five competitors, right? And they’re gonna call around, they’re gonna price it, but you have to compare yourself with apples to apples, right?

Roger: Exactly. And my tip and trick of the day, coz I got a few tips and tricks I’d like to get across. But when someone calls looking for and when you get those phone calls, “How much for your XYZ”?, never give a price right away. You answer a question with a question. If it’s, if it’s this XYZ, Oh you’re wondering what’s the XYZ? That is one of our most popular products. You won’t believe how it is, change the lives of whatever it is. You let people know that great for you looking for this because it’s amazing. You never talk about price, then you talk about what you offer within, so it might be installation, full training service, extend—whatever it is. But you never just give a price back so that will help you generate more sales by just giving more more value.

John: Yeah, the more you give, the more likelihood that you can connect with someone because they feel like they’re getting, you know, a benefit, right? They’re getting more for what they’re supposed to be paying. So then they become sticky as well. The fifth point that we do want to touch upon is how is your funnel in terms of getting that sales, right? So again this is speaking along the journey of the buyer, right? So how are you attracting people to in that sales funnel.

Roger: That’s right. Now depending on your industry and I was just as I was talking to someone yesterday, John, who’s an emergency glass, plate glass repair company. There’s a very specific relationship. I’ve been broken into, my plate glass is broken on my storefront I need to repair. That is the journey. It’s not that very straightforward, very you know, there it is. Go to your coffee shop, you’ve entered a relationship. I want my coffee, I want my bagel, the relationship is done. But what about all the businesses where people are going to consider a few different businesses, they need to learn along the way, so map out this funnel.

John: Yeah, and I’m gonna give an example like a real estate agent. It’s a long-term relationship built journey, right? And you’re wanting to trust someone throughout the entire—the biggest purchase of your life typically, right? So what do you wanna know? You wanna work with someone with experience that you can connect with, that you trust, because you’re gonna provide a lot of information to them, a lot of confidential information that you might not share with your even relatives, right or family members. So this relationship, the education process, the journey, you know, just to build. Going out to figure out what you’re looking for. That may take months and months to build into a, you know, build but end of the day it’s what why you’re building it.

Roger: That’s right. So in your business, if you’re a real estate, you of course want to educate them along the way, educate them on financing, what’s available to them, one of the better neighborhoods in this particular city, where the schools are, the school district is, all there’s so many factors, that’s just real estate. But your industry no matter what it is, whether it’s car sales, heating air conditioning, whether it’s services, and plumbing, carpet, furniture, every business has, there’s a journey from someone who’s someone interested in starting their journey John, to when they’re ready to make that bind.

John: Yeah, that was a good one. So number six and this is the last point that we wanna talk about. Making sure your website is responsive and friendly, right? Because if it’s not, you’re losing out on huge opportunity.

Roger: And you don’t mean like on the face on the website just big smiley face, that’s not friendly, right? User friendly. What is user-friendly?

John: So a responsive website, user-friendly is easy to navigate and responding to different devices. So let it be a desktop, tablet, laptop, or smartphone, it responds your contact, and images will be properly organized, formatted so that people can easily navigate and get to what information they’re looking for.

Roger: So just think about your experience as a business owner, as a consumer yourself, you bo—you’ve gone to websites on a device and it is so small you can’t read anything, you’ve got to pinch it and move it and slide it, that is not a good user experience. That’s not considered a responsive site. Responsive ones stay, they get very straightforward in terms of here’s our contact information, here’s our, you know, what we offer so to speak and call now. That’s a properly set-up the website.

John: And if we wanna add to that responsive website, make sure your website loads quickly and has no errors as well. So you know, these things are kind of common sense but as a business owner, you need to make sure that all these are working in alignment so that you can increase your sales.

Roger: Exactly, and fun fact, it was not that many years ago, somewhere around four years ago, this is now 2019. But it was somewhere around 2015 that searches on mobile devices surpassed desktop devices. That’s why if you think today, what’s the big deal, it’s because more people are searching on the Apple, the pixels, the androids, that’s what, they’re not, it’s not that they’re not using the desktops but the phone is critically important.

John: Yeah, and it’s becoming more accessible, right? So affordability of speed. It’s just, technology has increased so quickly, it’s so fast-paced so that you need to capitalize on it. As a small business owner or business owner in general, focus on this…you know, delivering on increasing your sales. Some of these tips, I know we talked about six of them, there’s many more but really focus on these and that should help you propel your business.

Roger: Exactly, and it’s as you say John, there’s so many more but just focus on these for now. You learn, you grow, you learn by mistakes, and trial and error, but these tips, you just focus on them and you’ll watch your sales increase.

John: Well, thanks a lot Roger.

Roger: John, thank you for your time and thank you for watching our segment today at Local SEO Today.