Conversion Conversations

UPDATED: August 31, 2020

Conversion from a lead into a customer does NOT require magic or manipulation. There are many misconceptions about what a conversion is and how to measure it. Before we get into the how, let's define conversion. 

The traditional definition of conversion is the process of changing or causing something to change from one form to another.

A marketing definition of conversion is getting a potential customer/client to respond to your call-to-action. When marketers talk about conversion, it often relates to views, clicks, likes, and paid transactions.

One example of a marketing / sales conversion is getting someone to open an email, while another may be someone making a purchase. 

I thoroughly appreciate Steven Wong's comment about conversion conversations when he writes:  "Imagine leaving the corner store with a carton of milk, only to have the store clerk follow you down the street into other shops offering to sell you the same carton of milk you just bought. How would you feel? Surprised by their instant amnesia? Annoyed that they won’t take a hint and skedaddle? Angry enough to take your business elsewhere?"

The LinkedIn Sales Pitch

Are you one of those people who sends a sales pitch with your LinkedIn request? Yikes! You have just scared off the other person before even getting the opportunity to open up a conversation with him or her. 

Get Conversions From Conversations

Conversations, unlike a social media "like" or an email "click through", offer a deeper understanding of your brand, as seen through the eyes of a customer.  No, a conversation does not exclusively happen in person or over the phone. Conversion conversations also happen over online chat tools, social media comments, and other forums.

If you serve other businesses, then you will most likely need several small conversion activities to happen before the sales conversation. This may include anywhere from 7 to 10 smaller conversions, such as a LinkedIn share or email reply. It's important to continually engage with your leads by sending relevant emails, offering ways for them to engage on your website, and ways to interact with your social media posts - this is lead nurturing. 

To optimize that Conversion Conversation, begin with a thoughtful marketing strategy to back up your approach. Some key questions to ask yourself include:

• Who is this person that am I trying to convert?
• What am I trying to convert them to?
• What is the business objective I'm trying to accomplish? 
• What value am I offering to this person? 
• How would this person understand the value that my company offers? Is it a result, solution, or something else?

Every conversion conversation is unique.

I hope these quick tips were helpful for you as you approach that next sales call to convert your hot leads. Feel free to comment below with your questions and feedback.

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