So, you’ve conveyed a great message and understood that the best convincers get out of the way and let the customer buy.

Today we finish our series and talk about the best part of the triumvirate…converting.

We’ve used some dictionary definitions to talk us through the first two, and today will be no different.

This definition for “convert” in a Google search really caught my eye, “…change, or be able to change, from one form to another.”

Isn’t that what we try to do every day; convert a prospect into a customer?

Be careful, however, in strictly defining the idea of a conversion as being just the actual sale itself. Think about it…isn’t that ultimate conversion just a series of smaller ones that take us down a path to the sale?

When I left the retail side of the business almost ten years ago, a gentleman asked me how I was going to deal with the difference in closing a homeowner on a first visit and completing a deal with a new dealer partner that could take years to come to fruition.

After thinking for a moment, I said, “Basically by redefining what a close is.” You see, there were many steps, or mini conversions if you will, that had to take place before either of those things could happen.

It all comes down to understanding what a conversion looks like for each step of the process. Here are a couple of ideas:

Identification—Statistics tell us that for every 100 people even vaguely in the market for a product or service, only 3 of them are ready to “buy” today. Of course, for most of us, buying means agreeing to an in-home visit. Based on the way people research today, it would be safe to say that the other 97 are in various stages of research.

Rather than wait for them to move themselves through the process, a great strategy would be to convert them from a disjointed researcher to a focused, guided searcher. For example, we use strategies designed to capture potential end users earlier in the research process and help guide them through it. This allows us to provide higher-quality leads to our dealer partners.

Opportunity—Unfortunately, our industry has seen its fair share of disreputable contractors. As a matter of fact, a recent story I read stated that people assess the risk of doing business with a home improvement company similarly to doing business with a used-car salesman.

Why not work to convert that thought process so that when you or a member of your team visits the level of risk associated with doing business with you is perceived as less than doing business with a competitor.

Certainly, great reviews help, and we’ve talked about the stories that you need to send the risk-aversion message. But another great strategy is well-crafted pre-visit positioning information.

Some of our best dealer partners use pre-positioning pieces not only to talk about the company, but also the process, and, if available, information about the salesperson. These things can help to convert the thought process of the homeowner and put them into a more receptive mind-set.

More—Today, the dealer partners I see that are the ultimate converters have strategies built around referrals and add-on sales. Of course, these are not new topics, but the focus on changing a customer into a brand ambassador has changed.

Spiffing add-on sales and truly working a referral program based on having earned the right to get referrals are keys to efficient and profitable growth.

Back in my retail days, we used to set a goal that for every prospect we’d convert to a customer, we’d work to get five more sales as a result of the initial conversion.

If you think about it, conversion is an extension of the messages that you’ve conveyed and the opportunity to allow the customer to convince themselves that your company is the right window and door company to do business with.

Convey, convince, convert…a recipe for success.

1 Comment

  1. Joe, excellent article on guiding customers through the process. Recently read that 57% – 70% of consumers “think” they already made a buying decision before they take actual steps to purchase. “Think” being the operative word. They usually arrive at this decision through on-line research. So, would you agree that the focus on a digital marketing plan is extremely important in your 3 step process?

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