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  • Jo Evans

Conversion – how to get to know your customers on a more intimate level

Updated: Oct 19, 2023

Let’s take a moment to think about conversion. What exactly is it? Is it where we seal the deal and make the sale? Or is it where we get our customers to make our relationship with them more meaningful, by doing something small like signing up to a newsletter?

When we consider conversion, it can mean different things within different sales cycles. In supermarkets, the consumer has a number of seconds between reaching for their normal brand and the impulse to try something new. When buying a car, customers are wooed across whole afternoons or longer. When choosing a university, it can last for the 5 months between application and acceptance.

The one element of conversion that is consistent across any product, any concept and any campaign is that these customers are warm. Something, somewhere has already happened to make them take the first step – and it is quite possible that you made that happen.

So why can it be so hard to flex to what our customers need at this stage? Whether it is hard sell or gentle persuasion, it will pay great dividends to take the opportunity to build a relationship with customers at this stage. It’s true that we may not know how they got to this point, but it is alright to ask what helped along the way.

If we take the time to understand their motivations to take the next step and help them overcome the fears that may be holding them back, more and more prospects will be converted to customers.

The critical element to remember at this point is that this opportunity to get better acquainted is rarely lost. If they don’t sign on the dotted line, it might just be timing. If they are made to feel valued, they will be back. In the meantime, there is every chance they will be brand advocates through word of mouth.

Give it a go. Take the time to practice a more empathetic approach to conversion. You may find that a loss is just a win waiting to happen.

Tip the balance – Our Top Tips.

  1. Customer first – when thinking about conversion, ask yourself why they would want to commit and how they may be feeling

  2. Be confident about your product or service – they obviously like you enough to take it further

  3. Know your source – understanding where your leads come from will help you better understand their motivations

  4. Don’t panic – it might be a ‘no’ this time, but a ‘yes’ next week, next month or next year

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