10 Lead Conversion Strategies
Some clients have increased their conversion rate more than ten-fold whilst at the same time dramatically reducing the cost of acquiring those customers. Here are some of the strategies you can use:
1. Mapping your sales process
This valuable diagram maps the step by step processes required to convert your enquiries into sales. It tracks the actions you take to prepare for each sale; how you overcome concerns; build trust; understand your buyer’s goals, needs and wants; create certainty that your product or service meets their needs; overcome their fear of making the wrong decision; officially confirm the sale … and see to it that your buyer is truly satisfied. You’ll be able to carefully study your sales process from every angle so that you manage and control each step, convert more effectively and address predictable buyer concerns before they pop up later as objections.
2. Measure conversion rate
What you measure you can manage, yet few businesses ever consider, let alone accurately measure, the percentage of their hard-won enquiries that convert into sales. Without a measurement system you can only guess at your sales conversion rate … and usually it’s an over-estimate! Once you start measuring your conversion rate you can start focusing on lifting your “benchmark” performance using some of the techniques listed on this page. If you measure what you are achieving, then focus on the key factors that will impact on changing it … things WILL change, often with immediate effect. It’s not uncommon for businesses to increase their sales levels by 20% JUST by focusing on their conversion target.
3. Qualify Leads better up front
Time wasted on unqualified leads is the No.1 factor that can affect your sales success, because not everyone is a prime prospect for your products or services. You can be “busy” all day talking to people, but you won’t make sales unless you concentrate on qualified prospects, rather than offering your product or service to people who are unreceptive, not ready for, cannot pay for and are disinterested in what you’re offering. You qualify your leads by offering very specific propositions to ensure that the people who respond to your marketing approaches are only those who have the desire, the capacity and the motivation to buy your product or service.
4. Fish where the big fish are
Even if you have the most technically advanced fishing equipment, you’ll leave empty handed if there are no fish in the lake. But if you just have a simple net, and the lake is teeming with fish, your chances of a catch are much greater. Where you cast your line is crucial to catching fish … and the same is also true in business. Successful businesses fish where the big fish are. They talk to customers who are familiar with their product or service, or already use it, or have a high probability of using it. Don’t waste your time trying to convince people who don’t need your product or service when there are customers out there who already know they need what you’re selling … and are thus part-sold before they even see you.
5. Packaged Information Offers
The right offer can increase your response up to 300%. Yet few businesses ever go beyond a token effort of making “some sort of offer.” Most people wrongly assume that their buyers already know it all, or aren’t interested in reading lots of words. In truth your prospects crave as much information as possible so they can make an informed purchase decision. By “packaging” your expertise into a special booklet, report or seminar and offering it as an inducement to get your prospects to contact you, you can bring prospects out of the woodwork in droves whilst simultaneously establishing your expertise and at the same time educating and informing the very people who are most interested in making a purchasing decision … which increases the probability that you’ll get the sale.
6. Show the chain, sell the first link
No one buys a chain link by link. People either buy the whole chain or they don’t. It is the same with converting business. If you show the customer all the steps in a sale and he or she agrees to the first step, the customer has bought the chain … unless you break it. You show the chain, make it clear how the phases in the sale are linked—from first agreement to purchase order—and then sell the first link … which is attached to the last link. Sell the first link and you sell the chain.
7. Using a planned agenda
A planned agenda for meetings with your prospects or customers is one of the most effective, yet under-utilised, tools in selling. It offers a number of key benefits: it makes your sales meetings more productive, effective and rewarding; it shows you’ve taken the time and effort to plan for the meeting which creates a positive impact right from the start; it allows you to take control of the meeting and keep to the allocated time; it increases your conversion rate by setting the right expectation from the outset; it helps you understand who really makes the decisions; it helps you to record and follow-through on any agreed actions and it will make you look and act more professionally, thus enhancing your reputation and increasing the chance that you’ll win the sale.
8. Onionize to understand
To convert successfully you must first get to the essence of your customer’s problem or needs. You must understand all of your customer’s concerns, desires, fears, and limits. You cannot prescribe a solution until you diagnose their need. You cannot turn your customer’s need into a want until you know how to put value on your customer’s desired state. Just as you peel an onion layer by layer, so, too, you help your customer get to the “heart of the matter.” “Onionizing” is akin to being an investigative reporter, detective, psychiatrist, doctor, and archaeologist. You ask, probe, dig, diagnose, and listen to understand … then prescribe the solution and win the sale!
9. Winning Quotes & Proposals
If either your product or your proposal are weak, your chances of a sale are slim to non-existent. If you normally send out single page “quotes,” you’re asking your buyers to make a leap of faith when they buy from you because they really have no idea if they’ll be getting a great service or a lousy one … and you’re inviting comparison with your competitors. If you focus instead on educating your buyers to understand the true value of your product or service by explaining how it solves their major concerns, telling them exactly what you do for them at each step, they KNOW it’ll be great. This will help you to win more tenders, charge what you’re truly worth and increase your conversion rate.
10. Educate by giving reasons why
You’re continuously striving in business to move people first to desire and then to buy your product or service, again and again. For most people, the missing link in this process is to provide your buyers with a complete understanding of the reasons why you do what you do, why you sell what you sell, why your product or service is better than others, why they should act, and why they’ll be disadvantaged if they don’t. The more you help your buyers to understand the tangible, compelling reasons why they should take action, the more powerful your positioning, the more people will understand the value and benefits you’re offering, the more they will trust, and the more comfortable they feel with what you’re offering.