In today’s episode, I’m sharing with you five keys to maximising sales conversions!
If you know that you could be doing better in converting people from audience members into paying clients, this is going to be a very helpful episode for you.
Here for the links referenced in the show notes?
Core Messaging template: tashcorbin.com/coremessage
Grow Your Audience free training: tashcorbin.com/audience
Let’s dive in!
When it comes to your client attraction process, the best and most powerful leverage point is conversion.
If we double your reach on social media, will we double the number of sales you make? No, we will not.
Whereas if we double your conversion rate, that is literally doubling the number of sales that you make.
It’s far more leveraged than trying to reach more cold audience online.
When it comes to improving launch results, improving conversion on webinars, and getting more sales in my business, the first place I look is conversion.
If you are starting to think you need to look at your conversion, then I want to share with you these five keys that will help you improve your conversion rates and maximise the number of people who are actually turning into paying clients.
1. Connection drives conversion
If I feel like I know you, then I’m far more likely to buy from you than a stranger on the internet.
For example, if you go to a friend’s house for lunch and you meet an electrician, you don’t then decide to Google search for an electrician because you need the lights moved in your house. You just met someone who solves a problem that you have! That is the person that you are most likely to engage to solve that problem.
The more I feel connected to you, the more likely I am to buy from you – whether that connection is direct (I know you, follow you, have heard your voice, know what your face looks like and can recognise you), or whether it’s indirect.
That connection might come from having a friend who’s worked with you before or following the same mentors. That can often also create that sense of connection.
How do we increase connection with our audience?
First and foremost, be mindful of where you are consciously or subconsciously keeping people at arm’s length.
For example, you may have an out-of-office response that says you only answer emails once a week so they need to wait.
When I send out my newsletter each week, I get the out-of-office emails from anyone on my list who has them set up.
It’s fascinating to me how some people are basically telling their audience that they don’t have time to work with them.
I would argue that people emailing you about your business are the highest priority people that you could come into contact with (other than your paying clients) for you to be responsive with.
I love The 4-Hour Workweek and using your time wisely, but people who are emailing you directly about your business are your hottest leads.
Pay attention to this: Do you encourage people to email you? When people slide into your direct messages, do you engage with them and create a conversation? Do you encourage people to DM you? Or are you trying to keep everyone at arm’s length?
There are ways that we can create that connection and nurture those relationships without feeling like we have to be on all the time and constantly answering people’s questions and emails.
If I told you to put 20 minutes a day into one-to-one DMS and emails, and that will significantly increase the number of paying clients you have, would you think it’s worth that 20 minutes a day?
I would argue yes.
We can spend 20 minutes making one Instagram reel that reaches a few thousand strangers on the internet. That’s great, but they’re not qualified. They’re likely not in your niche. They’re often not ideal clients for you anyway. That doesn’t necessarily even result in extra followers online.
Yet how many people would willingly give 20 minutes to create a reel, but resist spending 20 minutes a day answering emails and DMs?
It’s so fascinating to me that that’s the case because connection drives conversion.
2. Belief drives conversion
There are lots of different layers of belief.
There’s your belief in yourself, your offer, your business, etc. But there’s also their belief.
For someone to want to invest in working with you, they need to believe in you and your offer, and they need to believe that they have what it takes to get the result.
Part of your messaging needs to help people understand how you’re going to get them to the result that they want, and how you can get them there. Because the reason why a lot of people aren’t investing in working with you is because they don’t think they’ve got what it takes.
They think you’re an amazing provider, they think that your program is brilliant, they think that you are a great teacher… BUT they don’t think they have time. They don’t think they have the skills or the attention span.
There are all these reasons why we believe that even though we’ve seen you get results with others and your services look amazing, we’re not ready for it yet.
Part of your job in your messaging and content is to build people’s belief in their ability to achieve that outcome… and that is the opposite of what a lot of fear-based marketing will tell you.
Fear-based marketing involves telling people they’re stuck and they’ll never figure it out, and then swooping in as the saviour saying that the only way they’re going to be able to get there is if they have you holding their hand taking them through your special bespoke process.
That’s the patriarchal hierarchical way of selling.
But one of the things that people love about the way I teach selling and consent-based marketing is that the whole way through the process, you are building your ideal clients’ belief in themselves. You don’t have to profess to be a guru, and you are not in a hierarchy above them in any way.
The more that you build your audience’s belief in themselves and their belief in their ability to get those results, the more likely they are to buy from you because they feel confident that they have what it takes and that they can bring everything together.
3. Qualifying and confirming drives conversion
The qualifying and confirming is the part of the sales process where we ensure that the interested person is going to get the benefit and is in the right space to work with you.
In a sales conversation, that involves asking questions about how long they’ve been working on this, what they’re stuck with, and what they’re looking for.
All those questions you ask in your sales conversation.
But the important part of it is the confirmation.
It’s not just asking the questions and then knowing that you can help them. It’s also about reflecting back to that person and confirming that that’s what they want.
The way that this could go down for me in a sales call is saying something like, “What I’m hearing is that if we could get your messaging and value proposition super strong, you would feel far more confident posting and showing up on social media, and that’s going to help you to grow your audience in your business. Is that what you’re thinking?”
Once I get that confirmation, I can confirm with them that that’s exactly what we can work on together.
Seeing as we’ve already agreed on what they want and what it’s going to get them, and we’ve confirmed that back and forth together, then the chances that they’re going to buy the thing that I recommend to achieve that increases.
Qualifying and confirming in my sales conversation structures that we use in all the spaces where I teach sales conversations is a big part of that process. If you’ve learned sales conversations from me before, that probably comes as no surprise to you.
But you can also qualify and confirm in other spaces when it comes to conversion.
For example, when you’re selling something on a webinar, before you get into the pitch, make sure you’re all on the same page. Do that qualifying and confirming statements.
In my webinars and a lot of my workshops, I’ll ask questions as we go. And then towards the end, I’ll check in and make sure we’re all on the same page about what it’s going to take from here, or what their plan is from here.
By doing that, when I then present the offer, it makes far more sense for people because we’re on the same page about what they need and how my program can deliver on what they need.
You can do that in a broadcast way – it doesn’t just have to be one-to-one.
Of course, the more connected and bespoke it is to the individual, the more likely it’s going to result in conversion. But you can still use that qualifying and confirming when it comes to getting conversion in a broadcast or one-to-many way.
You’ll see qualifying and confirming at play in email marketing. You’ll see qualifying and confirming at play in direct message selling.
There are lots and lots of ways you can do that.
I highly recommend checking in with yourself: Do I actually ask enough questions to qualify if this is the right fit for the person? And do I ensure I confirm we’re on the same page about what their goals are, what their challenges are, and what they need, before I pitch them the product that delivers on that?
If not, how can you incorporate that into your marketing and sales approach a little more effectively?
4. Tangible outcomes drive conversion
Whilst it’s very lovely that your program delivers on confidence and helps people feel more calm in their lives, how does that impact their day-to-day experience of the world? How does that impact their day-to-day experience of the things that are most important to them?
The more tangible you can speak to the outcomes that you’re delivering on, the better.
I have two freebies to go with this episode, and one of them will help you with this.
The first freebie is my Core Messaging template.
In that, I help you to break down your core message into more of those tangible outcomes by dividing it into value proposition and some bridge messaging.
Make sure you grab that freebie so that you can get more confident and get better at writing about the tangible outcomes of working with you: tashcorbin.com/coremessage
5. Time in the relationship drives conversion
The longer I’ve been in a relationship with you and been connected to you, the more likely I am to turn into a paying client.
The second free resource that I have for you today is called Grow Your Audience.
This is for you to help grow your mailing list in particular, but overall, grow your audience and have more and more people get to know you sooner rather than later so that we are increasing your chances of conversion down the track.
The longer someone’s been on my mailing list, the more likely they are to buy when I launch something.
Again, this goes against some of the fear-based marketing tactics that you would have seen out there where people say that if someone doesn’t buy from you in the first 30 days, they’re never going to buy from you.
That’s actually a strategy used to create pressure-based selling tactics, and it’s not true.
I’ve seen the numbers and I’ve seen the data… the longer someone is on your mailing list, the more likely they are to buy from you.
It’s not true that if they hit this magical 30 days, all of a sudden, they’re not interested in you anymore and they’ll never buy from you.
It’s a reason used to justify high pressure by selling and spamming people in the first 30 days that they join your mailing list. But it’s actually not true.
Don’t fall for any of that hype. You don’t need to fall into that pressure-based selling.
Remember that you are interacting with a bunch of humans. Your mailing list and your audience are all human beings. You get to treat them that way. You don’t need to treat them as numbers.
The more that you create that beautiful strong relationship and the longer that they hang around, the more likely they are to buy something from you.
We don’t want to use churn and burn strategies having super high unsubscribe rates, because you’re missing out on that opportunity to develop that relationship.
For myself as a buyer, I’ve signed up to free things with the express intention of buying from someone, but I’ve received so many spammy emails in the first seven days that it completely turns me off.
If that’s what they do to me, then that’s what they’re going to teach me to do to others. And I’m not interested in learning those strategies, so I unsubscribe.
People say that people who unsubscribe were never going to buy from you anyway. I would argue that that’s not the case.
Of course, there are going to be people who unsubscribe because they aren’t interested anymore, or they aren’t interested in buying from you. But if you’re seeing super high unsubscribe rates because you’re sending 15 emails in four days (which some marketing strategists recommend), then I would argue that a huge portion of those people who unsubscribed are not unsubscribing because they’re not interested in the outcome.
They’re unsubscribing because you’re spamming them.
We want to create this opportunity for you to build your audience and that relationship over the long term.
Make sure you grab both those freebies so that you can begin maximising your sales conversions:
Those two things together will help you to increase conversions, increase your audience growth, and get those sales coming in the door so that you can show up and serve more people.
We are all going to change the world together.
Thank you so much for joining me for this episode of the Heart-Centred Business Podcast!
Until next time, I cannot WAIT to see you SHINE.