3 Simple Ideas to Improve your Sales Conversion Rate

Mar 25 - by Darren

Its great to get lots of traffic to your business or to your website and there’s not a lot of benefit in having huge amounts of traffic if your sales conversion rate is low. Getting traffic costs your business money and time.  Improving your sales conversion rate does not have the same ‘cost’ as ‘getting traffic’.

Yes, it will take you some time to improve your sales conversion rate and when you do improve it, you’ll need less traffic, which will cost your business less in the long run, you’ll be closing more sales and meeting your sales goals.

Here’s 3 simple ideas to boost your conversion rate:

1. Build Trust, Rapport & Credibility

Always use the prospects name,  a person’s name is very important to them and introduce yourself using your full name. Ask your prospect questions to discover their needs and genuinely listen to their answers, spend more time listening and less time talking.  Provide ideas and suggestions and do your best to help them.  If you believe in your product/service then you should know that one of the best ways to help your prospect is to sell them a solution that meets their requirements.  Do everything you can to understand their concerns and then develop ways together to solve them.  When you have identified and met their needs, check in with them to validate this and then ask for the sale, if you don’t you have done yourself and them a dis-service.

2. Define What Makes You Unique

Quality and price and experience are empty terms ‘our products are the best quality, we’re the most experienced’ – this is what makes us unique, REALLY? – Do you know anyone out their promoting poor quality? Or Lack of experience?  These attributes are not unique, quality product/service in this day and age should be a ‘given’ ‘as standard’.  Uniqueness is about something specific (measurable), unique (you’re the only one doing it and promoting it) and something that offers a true benefit to the customer /client.  If there is nothing different about your business and your offering then people will only buy from you based on convenience and price, added to that you”ll never be able to raise your prices, because if someone is doing it cheaper then people will buy from them. Ask yourself: What makes us stand apart from the rest? What do we do that others do not? What could we do that others are not doing? When you define your uniqueness make a lot of noise about it.  By simply doing something different you can get lots of attention – If you don’t have anything that’s unique – What could you create?  Think of a prospect looking at 2 websites, there’s Joe Bloggs Maintenance Company saying ‘We have 25 yrs experience’ and then there’s XYZ Maintenance Company saying ‘If we don’t fix your problem within the 1st hour then the 1st hour is free’ – Which Business would grab your attention most?  Defining your uniqueness will also help you to maximise the return on your advertising $$ – bet the Yellow Pages does not tell you that too often.

3. Create a Written Guarantee

Write a guarantee that addresses clients key frustrations.  Pick out the 1st thing that puts people off buying from you and guarantee that it won’t be a problem. A great way to do this is to survey your customers, find out what their key frustration or fear is/was when buying from you and then create your guarantee to eliminate this key frustration. The best way to find out – listen, survey, ask past customers, prospects, colleagues, friends and family, we are all consumers. When you formalise your guarantee, get some objectivity from the people you surveyed and if they give it the thumbs up then implement it and make some noise about it in your offline and online marketing activities and in all of your sales literature.

Remember always: Test, Measure, Review then ACT!