The Conversion Code. Крис Смит
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Your strategies need to change, too. Whether someone submits their information through your website or not, every human is now conditioned to look online and on social media before purchasing.
We look at Facebook on our phones more than we look at each other in the face.
We text people more than we talk to people.
Sad, but true.
My advice for you is not to be nostalgic about the past. Instead, be excited about the future.
Whether you're a seasoned pro or brand new, The Conversion Code is your guide to growth if you're in marketing or sales.
Disclaimer: How to Read The Conversion Code
HOW YOU SHOULD CRACK THE CONVERSION CODE
Similar to any code, The Conversion Code has multiple steps. There is valuable information in each, but I want to give you the help you need the most right now. I am keenly aware that many salespeople do not have to generate their own leads or even set their own appointments. They simply work for a company (like Quicken Loans or Curaytor) that does that for them.
I am also aware that most marketers never make sales calls. So, think of The Conversion Code as a choose-your-own-adventure book by asking yourself the following questions:
Do you need to generate better leads?
Is your problem that you just don't have enough qualified leads to call?Then start with Section One. After you read and do what you learn in Section One, you'll have a consistent flow of high-quality leads.I know it might seem impossible to get new leads every day; it's not. It's pretty easy when you know what to do.
Do you have leads but need help getting more of them to answer the phone?Then Section Two is where you should start. Using specific tools and tactics, I will teach you how to turn leads into appointments so that you are pitching to new (and old) qualified prospects every single day.
Do you already contact a lot of leads and want to know what to say to increase your conversion rate?You're going to want to start with Section Three, which covers exactly what to say to close more leads. Better conversations are what create better conversion rates. So, I have built an easy-to-follow sales framework you can use starting with your next call.
Inside each section is an easy-to-follow blueprint for improving your business right now.
What does your business need to thrive in today's internet era? It needed the same things a decade ago and will still need a decade from now. Leads, appointments, and sales. In The Conversion Code, I'll teach you how to get all three.
Being good at traditional marketing and belly-to-belly sales does not make you good at digital marketing and inside sales. Most of the best-selling books about marketing and sales were written before social media even existed. They were written before everyone had a smartphone. They were written by people who have never had to call even one internet lead.
These are new trends that require a new teacher. Unless you have called a hundred internet leads a day every week for years, you simply can't teach what is in this book.
THE CONVERSION CODE CREEDS
The Conversion Code is packed with the science of sales and marketing. I'm going to teach you many things that will improve your business. But if you ever feel overwhelmed, I want you to stay focused on the fundamentals. I call them The Conversion Code creeds, and there is one for each section of the book.
The Conversion Code Marketer's Creed
Leads are people, too.
Image is everything.
Social media is the internet.
Analytics are overrated.
Every word counts.
The Conversion Code ISA's Creed
Every second matters.
Zero cold calls.
Human companies win.
The fortune is in the follow-up.
Every word counts.
The Conversion Code Closer's Creed
Yes is not an accident.
Conversations create clients.
Dig deep or go to sleep.
You're in charge.
Every word counts.
The Conversion Code will sharpen your marketing and sales axe for the modern and digital world we live in. It will help you consistently crush your quota.
Chapter 1 The Biggest Challenges Facing Marketing and Sales (Plus What Happens When You Crack The Conversion Code)
Do you want the good news or the bad news? I always like the bad news first so let's start there.
Here's the harsh reality of what marketing and sales are up against:
Nearly 90% of people won't answer the phone anymore.1
Across every generation, people are 3–8× more likely to prefer a text from you than to talk to you.2
More than 40% of people between the ages of 30 and 50 are “almost constantly” online.3
Only 3% of people trust marketers and salespeople (Figure 1.1).4
25% of companies have absolutely no idea if their social media advertising is working.5
More than 50% of companies do not have a documented social media strategy.
90% of sales and marketing professionals say they are misaligned across strategy, process, content, and culture.6
Only 12% of marketers are very satisfied with their lead conversion rate (Figure 1.2).7
Do any of those pain points resonate with you?
I spend most of my time researching and teaching lead conversion. When it comes to successfully converting leads into customers, the most significant challenges companies face right now are (in order) not collecting enough data on the leads, following up with leads quickly, making initial contact with the leads, maintaining contact with leads, filtering leads, and setting appointments with leads (Figure 1.3).