Everyone is a prospect.
Whether they’re a visitor, they bought something, they didn’t buy something, they’re thinking of buying something, they’ve bought everything… it doesn’t matter.
They perpetually continue being prospects, even your paid customers.
There are levels of prospects, and every level of prospects requires a trust sequence to sell the next level.
Let’s talk about a few of the levels.
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Level 1: Non-buyer
This is someone that didn’t buy.
They went to your sales page but they clicked the exit to leave your Page because they weren’t going to buy anything.
They got to your main Page, they may have been there for two seconds, and they think, ‘not for me,’ ‘eh, I don’t like it.’
They click the exit but wait, there’s more.
A little popup says, “Hold on. Why don’t you go ahead and enter your name and email and I’m going to give you something for free.”
You’re trying to recapture that exit traffic.
If you’re smart, not only are you giving them that pop-up, but you’re setting a cookie on their computers.
You have a little bit of a retargeting pixel on that popup page and you’re going to retarget them with Facebook ads or some other sort of retargeting system.
You’re using a system to identify, for example, ‘this person saw Page 1 of my sales page and then they also saw my exit Page. That’s as far as they got.’
This type of person can be retargeted with this type of ad.
The Non-Buyer has a zero barrier to entry.
They got into your website, into your funnel; they got into your list with zero barriers.
You were unable to create any kind of hurdle for them to jump through.
They were unwilling to do any jumping or whatsoever.
They got into your list for free.
This is what we call a Level 1, a Non-Buyer, a.k.a. zero entry barrier.
Level 2: Carrier
This is kind of like Level 1. It really should be like 1.5, but we’re calling it Level 2.
This is a Carrier.
This is still a Non-Buyer, but this is a Non-Buyer that’s willing to spread your message.
Carrier would be that freebie-seeker, that person that didn’t buy anything from you on the sales page, but they did want to get the free thing on the exit pop.
Once they got in, you say, “Hey, would you like another free thing?” They said, “Sure, why not?”
Then you said, “Well, why don’t you share my message on Facebook?” Or “Why don’t you invite a few people back to my site?”
This person is willing to “carry the virus” of your site.
I don’t mean it to sound bad or like an actual threat, but rather it is spreading like a virus, that’s what you want.
You want your traffic to spread like a virus.
Level 2 prospect is somebody that I consider a Non-Buyer but still a Carrier.
They’re spreading your word.
You want to talk to that person a little differently than you will with just a Non-Buyer.
Level 3: Entry level member
This is somebody that did have to cross the barrier, but it’s only a low entry barrier.
It’s a little, low hurdle to jump.
Maybe a low priced purchase option; maybe somebody that bought a $20 product or a $50 product or somebody that’s just a low price to get them through the door so that they can show some sort of financial commitment.
That’s a Level 3.
That’s somebody that spent a little bit of money with you.
Level 4: Mid-ticket person
This is somebody that’s got a “moderate entry barrier.”
Somebody that’s made a commitment like, “Okay, I’m willing to go and spend $100 or $150, but I’m not going to give you my life savings – not quite there yet, buddy.”
Level 5: Committed Member
This is somebody that’s taken significant action.
They’ve crossed a significant barrier in order to get into your business or to align themselves with your product, and that is by making a significant purchase of several hundred dollars.
Examples of these products could be maybe buying tickets to an event, getting on a plane, and flying all the way to wherever you’re going to be.
It’s any significant action that shows a level of commitment which indicates that you’ve actually built a significant amount of trust with them to justify them taking that action.
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