How to convert customers and prospects to engage and purchase - Part 1

If you buy into the idea that selling is old school and you have to focus on making it easier for existing and new prospects to buy, then enough of the theory lets get into some of the things you should consider for your business or organisation;

• Do a quick audit of all the "touch" points there are where new and existing customers engage with your business or organisation. Everything from how the phones are answered, to your suite of marketing materials. and of course all the stuff you have online. Don't forget face to face meetings even when they happen in a non-sales environment. And are you totally sure the culture you have in your company or organisation is positive and inspirational - so that when your staff talk about where they work they do so with pride and enthusiasm?

Now just change 3 things. These 3 things will be different  for each company but the following all help:

1. Make sure your contact details are on every page of your website with ideally the name and picture of someone they can call to ask questions and place an order
   
2. Ensure that every person who takes buying enquiries is the best you have, with the most product knowledge and the ability to make pricing decisions if required
   
3. If you've created a culture of fear and loathing within your organisation then resolve to do something about it,  because it will be costing you as an owner or board a significant amount in lost sales, increased turnover of staff, and the need to micro manage everything

If you don't have the above in place then just consider what happens when your competitors do, because the reality is they probably have already and are converting more enquiries both online and offline.

Check out Part 2 of this series of blogs on conversion and engagement in the coming days as I explain why your engagement strategy is closely linked to how you position your unique proposition.