What is the most important word in marketing?
If you are like most business owners, you will say sales.
Of course sales is the ultimate result in any marketing process.
But the key question is, how do you get to sales in the first place?
You get to sales by walking your prospect through a series of littler milestones.
Those series of milestones are called conversion.
Conversion is simply getting your prospect to take any action you wish them to take.
It could be:
Every time you get your prospect to take the action you wish them to take, that’s conversion.
However, in order to convert, you first need to be able to clearly define your conversion goals.
For example, you have a website right?
When someone come to your website, what exactly is it you will like them to do?
This question has to be answered before you even construct the website.
Whatever your conversion goal is, it has to be clearly defined at the very beginning of your sales process.
The second important aspect of conversion is, never, never underestimate the difficulty of the process.
Never underestimate the difficulties of getting someone to either use their time to consume your free content or remove their credit card to pay for your product or service.
Most marketing and sales processes fall flat at the point at which the person involved is expected to make some form of commitment.
This happens because businesses don’t give their conversion process the level of attention that it deserve.
You cannot make a big sale without getting your prospect to take a series of small steps.
Treat your conversion process with all due conservative respect.
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In this fiercely competitive business environment, the tiniest of things can make an enormous difference to your sales and profit margin.
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