Sales Conversion Optimisation with My Business Excellence
Sales conversion processes come in many variations; some subtle others not so much. For example, some sales conversions have a long lead and cycle time with lots of touch points, while others are short and able to cut straight to the offer.
For client, My Business Excellence, the sales conversion timeline is relatively quick for its niche. However it needs a significant amount of education and can only be closed with a personal conversation.
The Existing Sales Conversion for My Business Excellence
As a highly niched online offering, My Business Excellence targets highly skilled professional Business Consultants. This audience has advanced tertiary education and their own specialist vocabulary.
When My Business Excellence first approached Conversion Leadership they had already invested in Infusionsoft and were running traditional opt-in campaigns.
The challenge for My Business Excellence was that the nurturing from these traditional opt-in campaigns was not enough to convince prospects. Getting them further along the sales conversion processes to an easy sales close had been missed out.
That meant that staff were still spending a lot of time on the phone answering questions and selling the prospect. The close rate was small and staff disillusioned.
Discovering the Sales Conversion Issues
Re-evaluating the sales conversion process and how it worked for the prospect audience that was being targeted. It became clear that not enough education or trust was being built within the existing campaigns.
The campaigns were also treating everyone the same, when they weren't. Always starting them from the very beginning, even if there was familiarity with the brand or CEO (by reputation).
To convert their desired prospects required building a significant amount of trust, educating the prospect to a point of confidence in the value of the offer, and the reputation of the brand, as well as handling the usual "what's in it for me" objections.
Breaking down the sales conversion process into smaller conceptual steps helped identify the additional information needed to communicate and better align to the curiosity of prospects.
As a result whole new automated campaigns were created and all exisiting campaigns were evaluated and modified within Infusionsoft. While the functionality of the campaigns has become more complex, the messaging is focused, comprehensive, useful and intended to build trust.
This has given My Business Excellence a new network of campaigns that enable prospects to filter themselves in or out of the sales conversion process more easily.
Those prospects who aren't ready continue on long nurturing journeys intended to persuade over a longer time. Those who are truly time-wasters simply unsubscribe.
With this new way of screening and nurturing in place, My Business Excellence staff are now phoning people who are interested and ready to be closed.
The phone calls have stopped being about filtering out time wasters and hard-sales calls.
Staff now have a proactive induction conversation. This has increased brand credibility, reduced costs, improved allocation of resources and meant happier staff.
Where once, the on-boarding and induction of new clients was seen as an after sales process, My Business Excellence has re-engineered their sales conversion process to include it.
Modernizing Your Sales Conversion Process
The sales conversion process that your company uses may be a legacy of old knowledge (theory from old textbooks that got implemented and never adapted) or it might be just what the systems you use allows you to do.
It's important to keep in mind that the expanding influence of rising economies of India, China and Russia aren't trapped by the same traditions that our technologies and thinking keep us locked down by. Nor are any of those disruptors that keep hitting the headlines.
Get your team together and chart out your sales conversion process. Audit the touch points and confirm that the way you are communicating, what you are communicating are aligned to the prospects you are targeting. If they are not, be brave and make the changes needed.
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