In our last installment of the 5 P’s, we covered the 4th of the 5 P’s which was presentation. This is how you present your product or service to the prospect. In this final installment of the 5 P’s, we’re going to cover the last one, which is the Payoff. This is the big one guys and gals so pay close attention.
The payoff, as far as you’re concerned, is when the prospect has seen your presentation, after going there from the promotional medium that you used, understood the purpose of your promotion and ultimately, is the right prospect. All the pieces fit together. The only thing left is the payoff. That is when the prospect takes the action that you wanted them to take, as made clear in your purpose. See how this all fits together?
But what exactly happens at payoff time? I’m not just talking about on your end. Sure, you’ve made your sale, or gotten your opt in, but what has the prospect gotten? If they opted in for a mailing list, are they getting quality content? Are they going to be pleased with their opting in? Will they recommend your list to others? This is a great way to build a list, through word of mouth.
What if the payoff was indeed a purchase? Are they going to be satisfied with the product? One way to make sure that they are is to follow up with them. Write them a thank you email for their purchase and let them know that you appreciate their business and that if they have any questions to simply contact you. You’d be surprised how far something like this can go.
What about customer support? If it’s a product that’s a physical product, and maybe it’s a little on the complex side, are you ready to support it? Can you answer any questions about it? Can you walk the person through using it if need be?
A payoff doesn’t just end when the sale is finalized. People want to know that after the fact, there is somebody on the other side who will be there, somebody who they can turn to if they have a problem. The Internet is a cold, impersonal place as it is. The last thing you want to do is alienate your prospect any more than they already feel alienated.
Many marketers think that the payoff begins and ends with that sound of money landing in their PayPal or Clickbank accounts. Unfortunately, it is this thinking that leads to so many refunds, simply because prospects feel like they’ve been taken for a ride. By providing customer service AFTER the sale, you’ll end up making the final payoff that much sweeter…especially when word gets around that you’re one of the good guys.
By keeping the 5 P’s in mind when you put together your product and campaign, you’ll give yourself the best chance of coming up with a winner each and every time. And that means more money in your pocket when all is said and done.
