As a firm, one of the most efficient activities to take part in, is to work at increasing how many of your current opportunities convert into revenue collected.
Here are a few things that prevent higher conversion rates.
1) You haven’t dug deep enough into the pain
All the first answers you receive during a consult will most likely be surface level. If you’d like to expertly diagnose what’s really going on in the lives of your leads, you’ll want to look more closely at the details surrounding the problem.
Why? Because the details will reveal whether or not the problem (and solving the problem) is really a priority for your leads.
It’s important to know this information because you want to make offers to people who are hungry to solve the problem. When there isn’t real “hunger” — you’ll be met with resistance later when the time comes to buy.
- They’ll delay payment
- They’ll ask you for more technical information
- They’ll want to see testimonials
- They’ll “need to speak to their team”
Long story short — it’s likely that these are all sales smoke screens because they’re trying to be nice and not say they’re not interested.
2) You haven’t proven you are the right person to help
Your leads will do research on you and your brand/company.
They’ll take a look at:
- Your free content and who you are associated with — are you trustworthy?
- How people are engaging with you online — is there social proof?
- The standards you set via online assets — is your content actually good?
Then they’ll look at it at a more deeper level:
- Your personality — what does your energy look like in your content?
- Your character — what things do you stand up for and believe in?
- How do you resonate with others — do you have the ability to connect with people on the other side of the phone?
How these two aspects are packaged and communicated to your market is called online demonstration.
These lessons come from an organic marketing perspective — Although even if you do run paid ads through Google/IG/FB that your leads will still do research on you and your company and then decide whether you align with them or not.
The goal is to have these touchpoints setup before you make your offer.
3) You’re too attached to the sale, and it shows in your communication
People can sense on your calls whether or not you’re trying to “convince” them to buy.
There is a principle that I follow that goes like, “The more you persist, the more your leads will resist your selling attempts.”
If you try to push them towards the sale for YOUR own reasons (you want to close the deal), they’ll sense this and there will likely be resistance.
Your goal is to figure out which side of your market has strong enough reasons to buy for THEIR own reasons.
When people tell you their own reasons, and you have the solution to help, you are in a position to persuade.
Persuasion > convincing.
If you want to learn how to close more of your consulting or coaching leads, listen the podcast here:
The Quest Podcast w/ Justin Booysen
Justin Booysen