Sales Conversion: What Is It and Why Is It Important for Business Growth?

I’ve been known as the Queen of Sales Conversion for going on a decade now and within that same timeframe the phrase ‘sales conversion’ has become such a popular buzzword in entrepreneurial circles that I’m certain you’ve hearing about ‘sales conversions’ everywhere you turn.

And there’s a good reason for that.

Anyone who’s in business, no matter what your passion or mission is–like it or not–you are in sales. You’re not only a coach or a consultant or a practitioner or a speaker; you’re a salesperson.

If you want to make money–and that’s what healthy sustainable businesses do–you have to be able to talk about your services in such a way that it inspires people to say ‘yes’ to working with you. Otherwise, you won’t have a business at all.

So today, I want to take some time to explain exactly what sales conversion really means and why it matters. Because once you have a solid foundation in place to support your sales efforts, you can go from struggling in uncertainty and never knowing how you’ll pay the bills to having tons of fun in your business making great money doing what you love.

The term ‘sales conversion’ refers to the percentage of YES-es you get compared to the number of offers you make. So out of all the potential buyers or clients you enroll, it’s the ratio of people who take you up on your offer.

Sales Conversion = The percentage of YES-es you get compared to the number of offers you make. Click To Tweet

Need more sales? Then you need to make more offers and better offers.

In a slump? Ask yourself how many offers you’ve made recently and how many resulted in a sale. It could be that you aren’t making enough offers; you aren’t even asking for the sale. Or it could be that something about your ask isn’t quite right —

  • you’re in front of the wrong audience
  • you haven’t differentiated yourself as the best solution
  • you haven’t built credibility or trust…

You simply haven’t learned how to create your own finely-tuned sales conversion machine.

Sales conversions may not solve every problem in the world or even every problem in your business, but understanding how to master sales conversions is what will allow you to grow and thrive with confidence.

Not only will you be able to keep the lights on and meet payroll, but you’ll know how to generate space to breathe, be creative, try new ideas with confidence, and finally truly shine.

Improving sales conversions is improving your profitability. It’s boosting your return on investment of time and money to get the most bang for your buck.

Whether you’re a newbie in your business or you’ve had your nose to the grind for years, if you’ve been out there hustling–networking, using social media, speaking, blogging, advertising, and doing everything you possibly can to promote your business –but you just can’t seem to make it work, sales conversion mastery is the missing piece that will make the things you’re doing and the dollars you’re spending pay off.

A sales conversion machine is a streamlined and super-efficient structure for turning your time, effort, and expense into sales. It’s a way to know…

  • what to do more of
  • what to do less of
  • when to turn up the volume
  • and when to turn it down
  • where to spend your money and your time
  • and where to reel your spending back in

If something isn’t working, stop. If something is working, go full speed ahead.

No matter what you’re doing in your marketing activities, you need to be doing it specifically to attract ideal clients and convert sales. Otherwise, you’re wasting valuable time and you won’t reach the right people who most need your help.

This is why teaching sales conversion is my passion. I’m in love with the moment of “yes” — the magical instant an individual decides to step forward, go for it, and transform their lives.

My entire business mission revolves around helping entrepreneurs like you experience more moments of “yes” so more people can step into the new possibilities and experience the powerful transformations you offer.

And we’re not talking about pushing people into reluctant yesses here; we want them to say yes and thank you for the opportunity to buy.

We want them to self-select and come to you primed, qualified, and ready to sign on the dotted line–fully aware of how you can help them, what sets you apart, and why the time to take action is now.

When you can inspire more of that–action without being pushy and sales without being salesy–you’ve mastered sales conversion and you’re on the path to profitability, lasting success, and peace of mind.

Sales Conversion is about making a customer, not a sale.

Nobody wants to come across like a stereotypical used car salesman. Nobody wants to be seen as the person who’s just trying to make a quick buck at all costs. None of what I teach asks you to sacrifice your integrity to meet a quota.

Instead, to get higher sales conversions, you’ll want to learn how to invite your potential client to work with you. When you think about it this way it can take all of that pushy, salesy energy out of the conversation — putting both you and the prospect at ease.

Your focus should be on the person and not the transaction. It should be on building a relationship and always giving your best, not “one and done” closing or getting what you want so you can go on to the next sale.

When you focus on customers instead of sales…

  • you learn what they want and need so the quality of your offers improves drastically
  • customers stick around longer and buy more, increasing the revenue each new sale generates over time
  • your referrals go up, decreasing your customer acquisition costs

And overall, selling and growing exponentially becomes a whole lot easier. Focusing on your customer is what enables you to supercharge your sales conversion machine.

The actual close should be seamless or invisible, as I call it. You want to make it easy for them to make a decision–a clear-cut rational no-brainer, with an emotionally compelling appeal.

Here are my 3 keys to sales conversion success:

Sales Conversion Success1. Structure

Many entrepreneurs resist structure. We tend to be free spirits who work for ourselves, at least in part, to avoid sticking to rules and routines. But following structure is actually your key to personal freedom. Structure is what gives you the ability to be yourself, have fun and sell a ton.

You’re not going to generate the sales you want by winging it. Changing your message with the wind and making up offers on the fly will burn you out fast. For better results consistently, you need to know your ideal customers inside and out, anticipate their objections, plug into a system, create a plan, build a structure, and practice.

2. Positioning

Positioning is your key to being able to package, price and sell your expertise. Many experts think they should start at the “Wal-Mart” low-cost level and once you have some experience under your belt, you can transition to the “Nordstrom” level. The problem with that is — it doesn’t really work like that.

It’s important to position yourself as the premium high-level expert even if you’re just getting started…and of course, charge what you’re worth! The BIGGEST question I get around sales and conversion is how to state your price. The key to premium pricing is point them toward the cost of them not obtaining your services and paint a picture of how.

3. Leverage

Leverage is your key to getting your work out into the world and touching thousands of people who need exactly what it is you offer. It’s the holy grail of business. It’s how you scale and grow.

But in order to cash in on leverage, you have to know how to sell your thing. You have to be generating leads and making compelling offers that people want to take you up on. Leverage enables you to use your system everywhere – one-on-one conversations, webinars, Facebook lives and, yes, all those podcasts and interviews!

In other words, you’re selling everywhere, but you’re doing it in a way that doesn’t seem salesy. You’re positioning yourself as the best answer to their needs and desires. And you’re making the right offer consistently.

Whether you don’t know how to sell and you want a step-by-step system for sales success or you know how to sell intellectually because you’ve read all the books you can find or you’ve taken sales courses in the past, but you’re still timid about selling, the key is understanding what sales conversion is and why it’s important for your business.

If you’re a newbie in your business, you might still believe that excitement and excellence are enough. Far too often I meet new business owners who are disheartened to discover that the passion behind their dream business and all of their education and experience is not going to sell their service for them. I hate to break it to you, but customers are not going to line up with their credit cards in hand just because you’re amazing at what you do.

If you’ve been in business for awhile, you’ve probably realized at some point or perhaps your fellow entrepreneurs have warned you, that without mastering sales you’ll hit a wall. Referrals and word-of-mouth can make selling seem easy in the beginning if you have a solid network, but to reach beyond your circle of influence, sell to wider audiences, and truly scale your business, you’ll need to master sales conversion.

When you nail sales conversion you can live the life you’ve dreamed of and transform more lives by supporting more people with your expertise by doing what you love. You’ll finally know how to have your ideal clients stop saying “let me think about it” and start making the decision to say “yes” on the spot and thank you for it.

Have tons of fun in your business making great money doing what you love! Click To Tweet