By Caroline Creedon
Converting with Ease: The Strategy Tool
There’s always a reason we don’t convert leads as well as we’d like to. The truth is, regardless of what your current conversion rate is, there’s no reason it can’t be higher (unless you happen to be the unicorn in the room with a 100% conversion rate).
Now this reason that’s holding us back from being that unicorn is either one of two things:
I’ve created a clean strategy to conduct every sales conversation to help you eliminate both those barriers. Bear in mind that by “sales conversation” I don’t necessarily mean just a single chat, rather it’s the way you approach a lead holistically, right through from the warm-up to the close.
Step 1: Build A Rapport.
There’s nothing more off-putting than a salesperson who aims straight for the jugular right away. Take your time to build a relationship with your lead, get to know them, and help them get to know you. People don’t trust people they don’t understand, and they don’t buy from people they don’t trust.
Step 2: Set Expectations.
Map out the conversation for them so they know what to expect. Prepare them for your sales “pitch” by telling them exactly what you want to talk about, and get their permission. This might sound something like, “Hey, I’d love to chat a bit more about <your service>, ask you a few questions, and find out how I can help. Would that be okay?”
Step 3: Get A Decision.
At the end of the day, it all comes down to that yes or no question. Do they want to work with you? During step two, you might consider preparing them for this part too. “At the end of our chat, we’ll map out our next steps together and how to move forward. Does that sound good?” Now this bit can be gentle, pushy, or somewhere in between. If it suits you, don’t be afraid to ask for a straight-up yes or no.
Step 4: Find out what outcome they want.
Whether it’s a product or service, it’s up to you to figure out what they’re looking for.
Step 5: Find out what their life looks like now.
What’s the difference for them between where they’re at now versus the outcome they’re hoping for. Note, this is the crucial moment when you identify the gap, the something missing.
Step 6: Stretch the Gap.
Raise any and all roadblocks that could prevent them from achieving their desired outcome. This highlights the problem(s) in their situation that you can solve with your product or service.
Step 7: Use the 3 question loop and check in with them at various stages throughout the pitch, whether it’s a short chat over coffee or weeks of back and forth.
Step 8: The close: Use our 6 Magic Steps strategy to close the sale and get that coveted YES you’ve been working for:
By the time you get this final step, price will be mostly irrelevant.
Where most people go wrong is starting with the price. Right off the bat, any price is going to seem like “too much money.” But the key to successfully converting leads is introducing the value first, showing people exactly how much impact your product or service will have in their life, then tacking on a price tag once they’re already sold on it.
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