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Why Facebook Leads are Misunderstood and What To Do About It.

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What feels worse, on Facebook than someone coming sprinting into your comments section or social inbox only for that 'fire in them' to dire away like a storm calmed by Jesus? Is it your fault, is it theirs you may ask.

Look, one minute they're very interested in knowing your price, location and product details, next minute they're literary dead. They ask for price and as soon as you give them the answer they go away... are they time-wasters?

What's your business location, product specifications, guarantees, if any and then... as silent as dead. One may wonder if they are agents of the CFI (chieftaincy of Facebook intelligence... I am joking).


What are Facebook customers really up to?

Before I understood the inbound methodology, Championed by HubSpot and started applying it I was just as confused or even more confused than you probably are. Talk about being a direct victim of one's own job.

Before making a purchase, every potential buyer goes through a journey similar to what happens from the time we get attracted to  potential mates to the time we ask them out to the time they decide to let us in, and we start mating, sorry, dating.

By definition the buyer's journey  journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service. The journey as made popular by HubSpot is a three-step process awareness > consideration > conversion.


At this stage the person identifies their challenge or an opportunity they want to seize, and decide whether it should be a priority or not. 


At this stage the person has clearly defined his or her goal or challenge and decided that it is a priority, they start researching about or investigating the different approaches or solutions available to pursue the opportunity or solve the challenge.


At this stage, the prospect has finished doing the necessary research and decided on one solution that will best solve their challenge or help them seize the opportunity at hand.

Many buyers love to use Facebook when they are in the middle of that journey - consideration and that is what makes them look, feel or sound less serious at times.

A Facebook user who comes into your inbox or comment box is already aware they have a challenge/problem/opportunity to deal with, has decided that it is important enough to fall in the category of priority items and is exploring potential solutions/answers to the same. They are now at the consideration stage of their journey.

Some of the typical questions buyers ask themselves at the consideration stage are:

  1. What are the available solutions?
  2. Which packages of the same are available?
  3. How much does each cost and which one could be more affordable?
  4. Which vendor is more trust-able? 
Window shopping

The consideration stage therefore has a lot to do with two things; comparison and approval. This explains why a potential buyer turns into a ghost buyer in no time; they are window-shopping, they single undecided and searching ruthlessly.

A person who is single and (seriously) searching is way so different from one who is dating or engaged. The 'single and searching' gets attracted, tries to know the person a little bit, guages whether they could afford 'to have you in their life' before deciding to continue into dating or withdrawing.

A person who is window shopping likes to know the different items that meet their needs that are available on the market, find out the prices, advantages and disadvantages of each before deciding which one to buy, in many cases at a future date or time.

No budget

When you go window-shopping you don't usually have a budget. Do not therefore be surprised if a Facebook prospect says they do not have a budget yet. The truth is that they have no idea how much a good solution to their challenge might cost, and it's okay.

This provides you the opportunity to put a favourable price in their mind but beware, most of the such buyers (or buyers at that stage of their buyer's journey) are not talking to you alone).

Parting shots

I love to tell my colleagues that people who comment on Facebook, send inbox messages on social media and perform similar actions around the web already know what they want but they are not in a hurry, so do not be hyper excited or expectant too. Take it a piece at a time.

The most working strategy for me when dealing with Facebook customers is to constantly get them to remember why they contacted me in the first place. That I am able to keep them engaged and able to more clearly see the benefits that my solutions have for them, and not just the price.

Answering 'how much?' with the exact amount doesn't really help much on Facebook. That answer will only be used to compare you with others and unless you are the lowest bidder you won't certainly hear from the prospect again. Not answering the price question at all is even worse because it means you won't stand any chance at all.

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