Conversion Principles
9 Core Principles Every Business Needs To Optimize Sales Conversion
By Steve Hackney (Published: November 24)
Every successful conversion system is based upon the foundation of a number of time-tested Conversion Principles.
Each Principle, is used to increase sales conversion.
Using a Principle is like laying a solid keel for a ship—everything built upon it becomes stronger, steadier, and ready to weather any storm.
We've found that many businesses don't use most of the principles. That leads to a far lower conversion (from visitor to sale and successful onboarding) and explains why there's so much m ore room for improvement once each Principle is applied...
As you can see from the above diagram. The conversion Principles are the foundation of your conversion system. They may not necessarily apply to every stage of your conversion system, but they will play a part in at least one or more of them.
So what are the Principles? And how many are there?
When working with clients, we apply every Principle.
There are in fact 9 of them.
Here's a brief introduction to each one of them...
PRINCIPLE #1: MULTIPLE INTERACTIONS
Research has proved that most sales (94%) are made by the 7th contact (interaction).
In other words, to optimize your conversions, once a lead is generated you should build in at least 7 points of contact using multiple media (text [and other forms of messaging apps, such as WhatsApp], email, phone call, meeting etc.).
Interestingly, research has also shown that 89.8% of businesses have 4 or less interactions built in to their sales process, so when you use 7 or more interactions, not only are you benefitting from the fact most people buyat this point, you're also competing with less businesses!
PRINCIPLE #2: MOMENTS OF TRUTH
In the early 80's, a guy called Jan Carlzon wrote the seminal book ‘Moments Of Truth’.
In the book, he explains how he transformed and revived Scandinavian Airlines from close to bankruptcy to one of the leading airlines across the world.
He attributed most of that success to a process he termed 'Moments Of Truth'.
And whilst the book was written decades ago, Moments Of Truth is even more powerful now than it was then.
In summary, every time your business or people within it interact (a Moment Of Truth) with your potential or existing customers, it will have either a positive or a negative effect.
Carlzon used Moments Of Truth with the airline's customers, but it's equally effective with potential customers.
You see, it works hand-in-hand with Principle #1.
You're NOT just building in at least 7 interactions.
Every one of those interactions needs to be positive - increasing the desire of the prospect, so each time you interact, they're getting closer and closer to the sale.
Isolating each interaction and then asking the question...
"How do we make this a wow moment?"
...will revolutionise your sales process.
PRINCIPLE #3: SOCIAL PROOF
'Social Proof' is a term that was coined back in 1984 by author Robert Cialdini, in his brilliant book titled, ‘Influence’.
If you haven’t read it, I urge you to.
So what is social proof I hear you ask?
The easiest description is that it’s the psychological phenomenon that consumers will adapt their behaviour according to what other people are doing or saying.
And with that in mind, you should think of Social Proof as 'evidence'.
In other words, you should use social proof (like we do on this site here) to prove you deliver on your promises.
Ideally you want to approach this as a lawyer does when either defending or prosecuting.
They and their team will build a case around a preponderance of proof.
In other words, the proof is so overwhelming that it's impossible to argue against it.
If you can build that level of proof with the likes of reviews, testimonials, customer lists/logos, awards and so on, then your conversion will skyrocket.
PRINCIPLE #4: GUARANTEE
Do you stand behind what you do?
Of course you do.
In that case, then you should offer all your customers a guarantee.
Guarantees, are amazing conversion tactics.
Written and verbalised correctly, they have the ability to increase sales in an instant.
The best way to construct your guarantee is to base it around the primary concern customers in your industry have about working with suppliers like you.
In other wrods, guarantee that problem won't occur!
PRINCIPLE #5: CALL TO ACTION
There's a lot of misunderstanding around 'Call To Action'.
It's not just about the close in a sales meeting.
Basically, people are silently begging to be led.
That means, in simple terms, you need to tell people what to do next.
It applies right across your conversion system.
For example, if your goal of your website or landing pages is to get people to complete a lead form. Tell them to complete it.
If your goal is to get visitors to register for your webinar. Tell them what to do (example here).
If your goal is to get visitors to book a meeting (example here). Tell them how to book it.
If your goal is to get them to call. Tell them what number to ring.
After an initial call or meeting, if the goal is to get them to book a second one. Tell them what to do (and ideally do it with them).
If after an initial call or meeting, if the goal is to get them to buy, tell them what to do and how to do it.
And so on.
PRINCIPLE #6: SALES SCRIPTS
If you don't use sales scripts that's highly likely because you think it creates robots!
But (and it's a big but)...
To get the best possible results you MUST use sales scripts. And everyone in your organisation involved in the sales process must use and adhere to them.
Otherwise you've got chaos.
And it's impossible to improve results if everyone is doing their own thing.
A good sales script enables the person delivering it, to layer in their personality within the confines of the script.
Nevertheless, if you want to improve conversion, using sales scripts across your organisation will make a huge difference.
PRINCIPLE #7: SPEED
Every Principle is important.
But...
Speed is arguably THE most important.
The concept of speed in relation to conversion is lost with most people.
No matter where a prospect is on the 'Prospect Journey (see diagram above), you need to move with speed.
The obvious one to think about is the importance of answering in-bound calls within 4 rings.
But, speed applies to responding to lead forms, messages, booking meetings and so on and so on.
We are now so blessed with technology advancements and AI.
You can systemize and automate much of your conversion system.
Automation instantly gives you built-in speed (see next Principle).
What can't be automated needs to be identified and systemised so speed is the key driver.
Get this right and you'll be astonished with the improvement in your sales performance!
PRINCIPLE #8: AUTOMATE
You should look to automate as much of your conversion system as you can.
Not only does automation give you speed, it also removes human error.
There have already been huge advancements in AI which you should be taking advantage of.
Automated meeting booking systems are also a non-negotiable.
What you can't automate, must be systemised to reduce human error.
PRINCIPLE #9: MEASURE RESULTS
What you don't measure, can't be improved.
It's surprising how few businesses measure the results across their conversion system.
...and that doesn't just mean measuring meetings to sale (obviously very important), it means measuring the results at each stage of your conversion system.
For example, how many visitors took your primary next step (lead form completion, phone call, newsletter opt-in and so on).
How many people booked a meeting but then didn't show.
How many people booked a meeting and did show.
How many in-bound calls were taken and booked a meeting.
And so on.
Remember, what you don't measure, can't be improved!
...and you'll get game-changing results when you make small improvements across every tactic you use in your conversion system (this is a process known as 'marginal gains'. Our free report explains how you can effectively use marginal gains to at least double your sales in 72 days).
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