6 Strategies for Transforming Your Business into a Client Attraction and Conversion Machine

Posted by AndyM on June 9, 2010 under Business Growth | Be the First to Comment

I would guess that most of you reading this post would place “increasing profits” as a high priority in your business right now.  Great!  If we throw in “not work harder” as a parallel goal to “increase profits,” I submit that what you are really asking for is a business that consistently attracts new prospects and converts a high percentage of them into profitable customers…like a machine.

The “specifications” of this machine:  it brings good prospects to you, makes the job of converting them into customers easier, and tells you what needs “tuning” over time.

1. Contact Management Infrastructure — processes and information systems that allow you to: capture new prospect contact information quickly, categorize them, and ensure that proper follow up will happen.  This same system should allow you to easily see how healthy your prospect flow, conversion rate, and profitability per client is.
2. A Refined Target — ask yourself, who can benefit the most from my product or service?  You should also consider surveying past clients to learn why they decided to buy from you over their other options and focus on people who may have that same need or want.
3. Communicate the “Ultimate Result” — for marketing that gets attention, focus on the results you can help people achieve.  When in doubt, think about marketing of diet programs and weight loss products.  They get your attention with “Lose 20 Pounds in 20 Days” not “We’ve got the best diet, excercise, and nutrition products around.”  When trying to get the attention of your target audience, forget about how you do what you do — talk about what results they’ll get…period.   
4. An “Irresistible Offer” as a Call-to-Action — when your marketing successfully gets the attention of someone in your target audience, give them a “no brainer” reason to contact you.  Read carefully — not to do business with you.  I call this a “first date” call-to-action.  What information, advice, product sample can you offer that any reasonable person in your target audience would say “of course!” to?
5. Follow-up Plan — with a compelling call to action, you must have a foolproof and thorough follow up strategy.  Worried about feeling like a nuisance?  Ever hear the phrase “the marketing is the product?”  Many people have a negative reaction to that phrase, as if it means there’s no there there when someone becomes a client.  Think of it this way, what if simply by participating in your marketing and your follow up, your prospects will get closer to the ultimate result that they want, and that you can help them reach faster if they become a client?  Create a follow up plan that keeps your business in the forefront of your prospects minds while also offering them value.
6. Present Options — by offering multiple ways, levels, packages, bundles…through which your prospects can become your client, you give them more power in the buying process.  Offer a single product, price point, or solution and you’re basically telling them to “take it or leave it.”  And guess what, more of them will “leave it” than you would like!

For more ideas and examples to help you build your client attraction and conversion machine, simply click the “Seven Levers of Profit Growth” link to the right to request your free copy of our eBook.