Leads play an essential parts
in any business. No lead means no sales, no revenue, no profit. However, what
if leads never become customer? Then the same result will be delivered. Thus an
brilliant conversion strategy is the key leading to the success of an onlinebusiness.
Here is 18 principle you need
to keep in my if you desire to enhance conversion rate of your website.
1. 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.
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. 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.
4. 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.
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. 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.
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. Create Irresistable Offers
Remember, your prospects don’t need you
as much as you need them. They have a multitude of choices available to them.
Unless you offer them a really meaningful benefit for doing business with you,
it’s easier for them to take no action at all. You therefore have to do
everything you can to tip the scales and make it irresistible for them to take
the next step. You do this by creating such a powerful and compelling offer
that people would be foolish to pass it up. An offer that makes it more
advantageous to acquire your product or service than not to do so, one which
eliminates all the hurdles they have to jump over to do business with you and
makes it harder to say “no” to you than to say “yes,” can increase your results
up to 300%.
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. 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!
11. Mastermind Script Books
Creating a collection of the most
powerful, focused and persuasive sales presentations and sales scripts
specifically for your business, that your sales professionals can use to
consistently shatter industry sales records and effectively counter virtually
every objection, stall or form of resistance you’re likely to hear so that you
can close the sale. Because different prospects need to hear different
responses, you need 15-20 different immediately available responses to each
objection to achieve maximum effectiveness with the full range of prospects
you’re likely to encounter. If the script or presentation doesn’t close the
sale, it advances you more quickly to the close, builds a deep level of trust
and sets you up for the next powerful piece of sales dialog.
12. Increasing Sales Skills
One of the most immediate ways of
leveraging your business is to continuously train your entire staff in
non-manipulative, strategic selling principles, methods and understandings.
Effective selling is not just a matter of learning a sales spiel or having the
gift of the gab. The finest sales people in the world are helpful, not pushy.
They believe in their product and make meaningful recommendations and
suggestions based on their personal experience of what actually works. They
provide the buyer with the information they need to make an informed decision …
and they know how and when to ask for the order! By training everyone in these
skills, you’ll be amazed at the massive compounding impact on your business.
13. Constant follow-up
80% of all significant sales occur only
after a minimum of five continuous follow ups … yet only 8% of sales people
ever ask for the order a fifth time! Constant follow-ups are an enormously
effective way of advancing and building your relationships, developing trust
and gently leading your prospect to a purchasing decision. You can get as much
as twenty times the sales and results if you constantly following up. When
something makes such a significant difference, you owe it to yourself to follow
up … and keep following up in a nurturing way. It will make a profound
difference to your ability to convert business.
14. Better presentation skills
Great speakers have some qualities in
common. They have inner fire. They speak with authority. They connect with the
audience through storytelling. They use their voices well. And they know how to
prevent fear from overpowering them. They also know that what you say
represents just 7% of the communication experience, whereas how you say it has
five times more impact … and your body language represents 55% of the total
impact of your presentation. Research also shows that people retain 20% of what
they see, 20% of what they hear, and 50% of what they see and hear. The use of
visual aids can therefore have a massive impact too and will allow you to get
through more information in a shorter period of time.
15. Recruit sales superstars
There is a special art to attracting and
recruiting sales superstars for your business. They are original, intelligent,
innovative, relentless, clever, creative, eager to please, entertaining,
persuasive, compelling, highly communicative, learn very quickly and are a
pleasure to deal with. Superstars adapt to every situation, never give up and
become even more determined when presented with a challenge. Within three months
they’ll normally be outselling your best performers. They can form a bond where
nobody else can do so and make sales nobody else can get. Sales superstars
don’t come cheap. But they’ll improve your conversion rate massively which
makes them worth every penny!
16. 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.
17. Market research
Creating a need and a demand where none already exists, or
convincing customers to do something they don’t know they want to do takes
time, money, and more money. Discovering a need and filling it is far cheaper
and easier than betting your destiny on a conjecture. Good third party market
research not only brings objectivity, but can often persuade prospects and
customers to reveal all sorts of issues that they will not tell a company
person. It frequently also reveals that the message you think you are communicating
is not the message being received by the prospect and can clearly indicate
compelling ways to differentiate your business from your competition, which can
significantly increase your conversion rate.
18. Better Telephone Skills
A few quick calls will demonstrate that
most businesses don’t use the telephone “sales-effectively”. For many customer
enquiries, orders, or complaints, the telephone will be the primary, if not the
only, method of dealing with your business. If you mismanage your telephone
efforts, you waste opportunities galore, throw a fortune down the drain and
jeopardize relationships with your best prospects and customers. Yet you can
enhance the telephone skills of your team members both easily and
inexpensively. This can turn the telephone into one of the most powerful
business tools available, create a great impression for your business every
time and produce explosively profitable results.
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