In our pursuit of sales we sometimes forget the basics of what creates our revenue and profit. You may have plenty of leads being generated and yet suffer from low sales figures. Your leads are one part of the sales process that is needed. The next segment is very critical – conversion of prospects to customers. Not everyone knows who you are, or what you bring to the table.
There are quite a few variables in the conversion process. I present just four in this article for you to review and consider for inclusion in your own business. A small percentage improvement in conversion statistics has a dramatic effect on your revenue results. Get this component right and you are on your way to growing a healthy business.
You should always lower the perceived risk the prospect experiences when dealing with a new service provider or product seller. There are various ways to lower the risk in the eyes of the prospective customer, one being a guarantee.
Guaranteeing your services or products is a very effective way of showing your prospect that you have faith and confidence in your ability to deliver a great product or service. In fact you’re so confident that you will guarantee the product or service for a period of time.
In the mind of the prospect this lowers their risk in making a selection of a service provider. A guarantee supports their decision by removing a lot of what ifs. They can go ahead and buy knowing they can get themselves a refund, have the products repaired or exchanged for a new one.
We are social creatures and therefore we put a lot of stock in what others think, whether we like it or not. Seeing that others have gone before us, tried and tested services, and found them to be of great value, is a major selling point. Don’t underestimate just how powerful testimonials, references and glowing customer reports can be in pre-selling your goods and services.
Of course, if your goods and services are of a great quality you’ll be getting a lot of work through referral, which is the ultimate social proof for a prospect. Utilize various ways to present testimonials such as text, text with image and video.