How to close more sales
We spoke about our conversion meter system in the last blog, and I promised to write some more information about it. It’s simple, and if you apply these tactics to your product, your sales conversion rate will increase fast.
People and companies buy based on a lack of fear of doing so. Some people call it trust, but you can trust a service or product and still have substantial fear about buying it.
Let me give you an example. Assume I have an old car I don’t use much but keep it around as a backup car for the family, kids, and guests. One day it starts leaking all sorts of fluids. I may trust the company that I am asking to fix my old car that they can fix it, but my fear may be, will paying for the repair be worth the money, or should I just buy a new car. I am not going to hand over the keys unless my concern is addressed. The car isn’t worth all that much any way.
So it’s not about trust, it’s about getting rid of the fear.
A really smart auto repair company would not only convince me I could trust them (using testimonials, and certifications and all that) but they also would be prepared to “step into my shoes” and let me know that even after I spend the $1500.00 to fix the car, that I could still sell it (fixed) for $4500. If I don’t fix the car it’s only worth $1000. So it’s a net gain of $2000.00.
Now I am ready to get it fixed.
So step one in increasing your sales conversion is identifying what prospects fear when they buy from you. This can be tougher than it sounds. And if you are smart you will ask people who bought from you in the past to tell you what they feared, instead of just winging it.
When it comes to SEO (search engine optimization) services the fear is pretty easy to figure out. Clients fear that 1. It won’t work. 2. It will work but they won’t get many new sales to cover the expense. And 3. that they don’t have enough money in the budget to do the program.
So lots of SEO companies guarantee that the site will be on the first page of Google… what ever that means. (You always have to ask, “or what” with a guarantee. Is it all your money back? Is it they will do more work until it is? And if so what time period are they talking about? And then again, or what?”)
But that only helps with the smaller fear. If you want to eliminate, or greatly reduce all the fears you may need to do a performance based pay model, they pay you based on what actual sales come through the program), and a payment plan that fits the clients budget.
The interesting thing about doing all of that to address and get rid of fears is, you will usually make more revenue and profit when you go the extra mile. We charge more on performance based programs, and we charge more on payments plans. So over time, you end up with a higher margin.
Addressing a clients fears will bring up your closing percentage as much as 50%. It’s worth the thought process and time to figure it out. Feel free to email us if you need some help with coming up with these fears, or just want to run then by us.
The next big thing in your improving your closing percentage is talking and presenting the stuff your clients WANT! Selling what they need will kill your sales fast. I will write aboyt that in the next few blogs.
See more about our sales programs