89 Conversion Strategies for Local small business

So you have done some marketing and advertising, and you are getting some pretty decent prospects - however, you are just not getting the sales you want. If this sounds like you, then you need to work on increasing your customer conversion ratio.

The conversion ratio in sales and marketing is the percentage of Leads (potential customers) you convert into paying customers. For example, If you had 10 people coming to your store, office or, website, but you only sold to 3, then your conversion rate would be 3 out of 10. That means your conversion ratio is 30%

The conversion ratio is a quick and easy indication of how well your business performs at converting prospects into customers. Conversion rate is also known as Lead conversion rate, Sales conversion rate, Prospect conversion rate, and Customer conversion rate.


How do you calculate the conversion rate?

You calculate the conversion rate by dividing the number of customers acquired by the number of Leads that were received from a specific marketing activity, within a specified time period.

Using the previous example above. Let’s pretend you run an advert for your business, and you had 10 people that came to your store, office, or website from that ad, and only 3 became customers, then your conversion rate would be 3 out of 10. That means your conversion rate is 30%

The Conversion rate formula: Total customers acquired ÷ Total acquire leads = conversion rate measured in percentage.

Why improving your conversion rate is very important:

  • It reduces the cost of acquiring a new customer (Customer Acquisition Cost)
  • It also maximizes the return on investment from your marketing spend.
  • Furthermore, it also increases your profitability.
  • It increases sales, without needing more people to handle potential customers

For example: By doubling the number of leads that you convert leads into paying customers, you will double your turnover. A 4% increase in the conversion rate may not sound like much, but if your current conversion rate is 10%, and you can increase it to 14% with the same number of prospects, you'll have a 40% increase in business.

No matter how busy you are, make sure and find some time over the next two weeks to read, think, and plan. Thinking is the hardest work there is. That’s why so few people implement it. You may have to go through some trial and error to discover the best formula for your business. Try new strategies on a consistent basis until you will find a strategy that works for you and your business.

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Conversion rate strategies for local sales and marketing?

Set a conversion ratio targets:

It is important to have a conversion rate goal to work towards, a goal that everybody in your company should know about. Monitor the results so that you can improve on your strategies if necessary.

Do Surveys and find out what your prospects want:

To convert a prospect into a customer, you need to find out what the prospect wants. Compile a questionnaire to find out what your prospects like and what they don't like and what the amount is they are willing to spend with you. Then compare your product or service benefits to fit their needs.  

Focus on quality prospects to improve conversion ratios:

Customer conversion rates all start will quality prospects. If you are driving prospects to your place of business, which is not targeted, then you are going to have a hard time converting them into customers. You need to focus on bringing in prospects who are interested in your product and who are looking to buy. By testing and measuring and setting up conversion rate tracking you will see which prospects are converting into purchasing customers. Maybe they are coming from a marketing campaign or a newspaper ad. Whatever the case, by testing and measuring you will know where you need to focus your marketing efforts. 

Don't forget your existing clients:

Existing customers have the highest conversion rate. It is much easier to get a customer who has already bought from you to buy again from you than it is to convert a new customer. Take advantage of this by sending out e-mail campaigns and well vouchers to tempt clients to come back and make a purchase. 

Create Buying Guides:

It will happen occasionally that people will come into your store to buy a gift for someone else. Most likely the person doesn't know a thing about the product they're about to buy. Create an easy-to-follow buying guide, which will help your customers make an informed decision. These buying guides provide great information about the product and allow people who are not knowledgeable about your product to purchase without feeling overwhelmed or confused. 

Sell your own range of merchandise:

By selling your own selected range of merchandise, you make sure you're the only one that has it. There will be no competitors and people will buy only from you if they really want or need the product or service you offer. One, you have a market to yourself, and two, you have no competitors to compete against. You can go so far as to ask your customers what changes they should like or what new innovations they seek and adapt this to your new product or service.  

Improve conversion ratios with better stock levels:

Check your stock levels and make sure you have enough on hand. Make sure that you don't run out of stock. If a customer doesn't find a certain product in your store, he or she will buy it from your competitor. Know which products go quickly and stock enough of that. To evaluate your products you can rate your different products under TOP, AVERAGE, and POOR sellers.  

Have a selected range of products:

Customize a product or service that only fits a specific client's needs. This way the client will feel special and like your only client. You will have the assurance that this client will only return to you when in need. You'll have a client that only you will be able to serve.  

Eye-popping fro more conversion:

Design your products to be exciting, sexy, eye-popping, and inspiring.  Packaging is so important that entire design firms focus exclusively on this area of marketing. Your packaging can also become a differentiator and a form of competitive advantage.

Your product package must:

  • Protect your product.
  • Present it in the best way.
  • Be user - friendly
  • Be functional
  • Cost-effective.
  • Attractive display

Optimize your navigation:

This includes optimizing your navigation to make your products and services easy to find. Add new features such as related products. It is always good to show your customer similar items or related items on each product range. Perhaps you sell individual items, which are part of a larger set. This would be a perfect reason to show the related items for each product.

Incorporate product reviews:

Try to have good product reviews written by customers who have already purchased the product. Product reviews do help customers make a decision and are a great conversion ratio strategy. They allow the customer to hear feedback from others, and if it is positive it will drive them to make a purchase. Your goal should be to give the customer what they want, and therefore you must provide them with all the relevant information they need to make a buying decision.

Use sales displays:

Let your customers experience your products with all five of their senses in their own time. This can be done very creatively at points where you are displaying your products or services whether in-store or in a shopping mall.  

Offer more value:

There are four reasons why you're earning what you're earning right now. Please remember this fundamental financial fact: All your income comes from people to whom you give some kind of help and some value in the form of PROFIT, or PLEASURE, or PEACE OF MIND, or PROBLEM SOLVED. So, to improve your conversion rate and the income you receive, you must simply figure out ways to give them more help, more value, or both – in other words, more of the Four P's.

The four P's: the four kinds of value:The first P is Profit – the extra money (more than you invested) that you receive as a return or pay-off on a good investment. When customers think about investing money and other resources in things or people, they first ask themselves: 'How will I profit from this investment? What will I gain? More time? More money? More freedom? More convenience?"

The second P is Pleasure – any of a wide range of pleasant feelings (excitement, fun, sexual relief, etc.) that we obtain from some of our investments. Many businesses offer us such feelings in exchange for our money; the movie business, the music business, the travel business, the toy business, the luxury goods business, and so on. When customers think about investing money and other resources in things or people, they first ask themselves: "How much pleasure in the form of fun, excitement, pride, etc. will I gain from this investment?"

The third P is Peace of mind – what you feel when you think you or your family or your money or whatever is safe and secure. Insurance companies sell this kind of value; so do security companies, banks, and other businesses that make money out of our fears and worries. When bosses and customers think about investing money and other resources in things or people, they first ask themselves: 'How will this help me gain peace of mind? How much safety and security will I gain from this investment?'

The fourth and final P is Problem Solved. As I pointed out earlier, everyone has many unsolved problems – needs and wants which haven't been satisfied, annoying things (like insects or blocked drains) that they wish someone would handle for them, and so on. When customers think about investing money and other resources in things or people, they ask themselves: 'Will this be the best solution to my problem? And how fast/easy/cheap will this solution be?'

Create your Ultimate Competitive Advantage:

Creating a competitive advantage is one of the most powerful sales and marketing conversion rate strategies. Remember, you MUST offer your prospect something that others DO NOT offer them. Basically, your Ultimate Competitive Advantage separates you from the competition so that the prospect feels that clearly, the best option is to join your company (as opposed to your competition). How can you differentiate yourself from your competition? What unique qualities, skills, features, or benefits do you have to offer?


Remember, people are lazy. If they have to choose between easy and hard, they'll choose easy EVERY SINGLE TIME! If they have to choose between fast and slow, they'll take fast EVERY SINGLE TIME. When they have to choose between simple and complicated, they'll take simple EVERY SINGLE TIME. If you can provide these things to customers at a price that is a bit lower than your competitor, the odds are that you'll be able to take a bunch of your competitor's business.

Talk to both past and present customers, and ask them why they do business with you? Also, ask what they think makes you different from your competition? You can also ask why they continue to do business with you. Ask them and if they would recommend you to their friends and associates.


Analyze your competitors. Determine what you're doing faster or cheaper. What are you doing differently, and what are doing better than they are doing?   

The focus of marketing leaders:

Ever wondered why some businesses are so much better at serving their customers than others? For example, why can some businesses continue to offer the absolute lowest prices, while everywhere else prices are climbing?

The answer: Focus. Market leaders never try to be everything to everyone. They know that different customers need and want different things. Some customers want price and convenience. Others are looking for state-of-the-art products. Some are looking for partners and solutions. They know that the more focused they are in meeting a specific customer's needs, the higher the sales conversion ratios will be.

Market leaders beat the competition by making one of the three "needs" their core business and focus on being the best at it.

  1. Best cost (operational excellence),
  2. The best product (product leadership),
  3. The best solution (customer intimacy). 

It's not as easy as it sounds. Focus means knowing which customer "Need" to choose. How to design your entire business around one particular customer need while still maintaining appropriate standards in the other areas of customer Needs. How to offer better value year after year to avoid losing your leadership. Customers need and want different things. Despite the amazing number of different companies and industries, all customers fall into one of only three different categories.

For one group of customers, the performance of a product is more important than price. Of course, there's a limit to how much they will pay, but the price is not the most important consideration.

For the second category of customers, the most important value is personalized service and advice. Price will always be a consideration because no one wants to overpay, but it's not the driving force behind making choices about products or services. They prefer to pay a little more to receive better attention, quality, or products.

For the third category of customers, the primary consideration of a product is the cost. They don't want to pay the very lowest price initially only to cost them in the long run because of constant repairs. Thus, dependability is as much a component of low cost as is the initial price. The question for business is how to excel at fulfilling the need of all the different customers. The answer: don't try. 

Create Your USP (Unique Selling Proposition):

Your USP is the thing that makes you different from your competitors. The reason why potential customers should buy YOUR product or services. Your USP is the reason people have to spend their money on your business and if you don't have a strong enough reason, you will be lost in the masses. If you don't have a strong differentiation strategy that makes you different from your competitors, you become just another "me too" competitor and struggle to convert leads into customers. The good news is, 90% of businesses don't have one, including your competition. That is a huge opportunity for you.

The determination of a unique selling proposition (USP) is the starting point of all successful marketing, advertising and sales strategies.

Ultimate Advantage:
What's the one benefit your customer get, that they won't get from any other competitor? You must find it and eagerly display it. By strongly distinguishing your product or service from all others, you can increase your sales by up to 300%. Keep your Ultimate Advantage as simple as possible, and sales can increase even more.

Sensational Offer:
Do you recognize a great deal when you see it? "Four of (X) for the price of one"! Good special offers make great sales and marketing conversion strategies. Now that's a great offer. What bonus could you offer to increase the value or perceived value of your deal? An extended warranty, a special discount, a free (Y) or special report, surprise bonuses? Something that gives high-perceived value to your customers but doesn't cost much.

Powerful Promise:
One of the best ways to create a sustainable competitive advantage and powerful conversion strategies. is to remove all the risk for the customer from doing business with you, by offering a powerful guarantee. One of the reasons people don't buy it because of perceived risk in buying your product or service. These risks include:

  • Making the wrong decision
  • Losing money
  • Not receiving what they paid for
  • Not being satisfied and then not being able to recoup their investment. 

To know what type of guarantee you need to create, you need to know what kind of frustrations your customers experience in your market, then build your guarantee around that. If you're offering good value for the money, you won't have to worry about refunds. Generally speaking, very few customers ever ask for a refund.

Integrate your USP:

One of the best ways to ensure higher conversion ratios is by creating a powerful USP. After creating your powerful USP, your next step is to integrate it into all your marketing and into your whole business. Your customers, prospects, and staff need to know why you are so great and unique, otherwise, it won't do you much good. It is your job to tell them, not their job to find out! Your entire team should be focused on delivering your USP, and it should be evident in all aspects of the business. A USP is more than a slogan in your advertising. It must become part of your business culture. 

Real Reason to believe:

Do not just claim that you are the best in the world. This means virtually nothing to your prospects. In today's world, people are skeptical and will need examples, testimonials, and proof that you can fulfill your promises.

The public has been lied to, so much by so many, that we no longer trust anybody. In fact, research shows that people's first instinct is to distrust.

Make no mistake about it: This is the Age of Skepticism.The consumer and the business customers, your prospective customer or client, have been lied to one too many times. When you create a real proof of your Ultimate Advantage, you increase your success by up to 42%.

Prove what you say is true and people will buy:

According to Dan Kennedy (a famous marketer in the diet industry), there is a sales rep that carries just one sales tool with her everywhere she goes. A giant, life-size blow-up of herself . . . 54 pounds heavier than she is now. She unrolled the life-size poster and stood next to it, and the sale was made.  

Testimonials, great for credibility and trust.

Testimonials are a great way to create credibility, trust, and skyrocket sales conversion ratios. Testimonials are free, easy to get from your customers. Use real words said by real people, and state real numbers, along with real solutions to a problem. You will benefit most if your testimonials are from people your prospects know. Words of praise from a satisfied customer, used in advertising. You can give this to customers to see why you are special and what other people have to say about you, your product, and your service. 

Use education-based marketing:

Education-based marketing is about building a relationship with your prospects by adding value. We do this by providing prospects with valuable and helpful information on relevant topics. The goal is to build trust and establish a dialog that is not just centered on a sales pitch to increase conversion ratios. This is not just a one-off event, you must set up a plan that keeps you in front of your prospect over a period of time. This can convince your customers that you are the type of business that they would want to deal with. 

The method would be offering a special report, audio excerpt, mini-course, or a video in your promotional email to your network. Then you let a series of follow-up messages enroll the prospect. (I.e. not a one-time hit - a series of emails.)This makes a great sales conversion strategy.
"Educational Selling" is also important - don't say 'buy this, but rather educate them on the problems they are facing, the solutions, and how your product can help them.

Add to your credibility:

You must tell them why they should believe what you're saying is true. You must present "evidence" in a convincing way that will win them over. You can do this with: 

  • Success stories.
  • Case studies.
  • Testimonials from people who are like your prospects.
  • Testimonials that focus on benefits.
  • Endorsements from 'celebrities' of your target market.
  • And other 'credibility boosters' and believability builders. 

Go for an award:

Many professions and occupations have awards programs. Enter some of your work because winning an award enhances your stature. You can use the certificates for credibility by hanging them where your customers can see them. This creates trust and increases your chance to do business.  

Getting published:

Offer to write a column for free for a local publication – even a trade publication. Give valuable information that will be in the best interest of the readers, and don't try to sell you anything. As with a column, your article will establish your authority because you're the person whose advice and information appears in print. Community and school calendars and yearbooks are a low-cost way to build name awareness and goodwill in specific communities. You can also write for several of the hundreds of online communities like Quora and Medium.  

Hand out copies of press articles:

Don't be shy. Brag about the good things said about your products or services. Take printed press releases and show them to your customers, you can even give them a copy of them. By doing this they can see for themselves, and you will get immediate credibility. 

Awards, certificates, and trophies:

These are valuable third-party endorsements of your work or expertise. If prospects come to your establishment, display your awards where everyone can see them. Don't be modest; include everything you ever received all the way back. 

Get a cause to support such as the environment:

Embracing a cause and contributing money or time to it is a way to help that particular cause, your business, your customers, and your planet. Let the world know that you're an environmentally responsible business. 

Follow-up equals fortune:

Staying in contact with your prospects is one of the most effective customer conversion strategies. Of the many people who phone your prospects, for business, you are probably the only one who is staying in contact on a regular basis.

Stay in contact, and say the same thing over and over, but with minor variations. Sixty % of all sales happen after the fifth contact. Customers hate the lack of attention. They will be delighted that someone cares enough to call them.

Keep in touch regularly and relentlessly within 90 days – more often if you wish, but never let 90 days go by without contact – which is approximately 60 working days. People can remember the last call and conversation clearly for up to 90 days, after that it is as though the mind clears itself of all memory. This will enable you to choose the clients you want to work with as opportunities arise from your regular, relentless, and creative, and caring contact process spread over 60 working days (or less if you wish).

Defend your right to be absolutely consistent. Never give up on your basic, central message. You are exactly who you are. Present your product or service continually and without much deviation to ensure maximum sales conversion ratios

The average sale is closed as follows:

  • 2% on 1st contact.
  • 3% on 2nd contact.
  • 5% on 3rd contact.
  • 10% on 4th contact.
  • 80% on 5th – 12th contact.  

Keep in regular contact with your existing customers:

You will not believe how many business owners out there don't even know who their customers are. There are lots of ways of collecting your customer's contact details. Send them a letter, call them, connect on social media, it doesn't matter what you do, as long as you do something to keep in touch with your customers. This could be "thank you" cards or reminders for an appointment. Announce new products, private sales, and special events with a postcard. Send birthday, anniversary, or thank you cards and notes.  

Set company sales targets:

Set sales targets within your company. Your salespeople must know what their targets are and why they need to reach them and what is in it for them if they reach them. Make it worthwhile for them to reach their targets by giving them commission, prizes, or incentives. 

Enhance product knowledge:

People trust professionals who know their products and services when making a buying decision. That way they know they are getting the best solution to their buying need or problem and that you understand them clearly. If you know your product or service inside out, you will be able to assist any customer in his or her buying decision as well as telling them why your product or service is the best choice. Give sufficient information about your products or services so that your customer can make an informed decision. 

Use sales scripts:

Try to say the same thing about your service or product every time you talk to a prospect or a customer over the phone or on the floor. This will tell that you are professional and consistent in what you have to offer and that you know your product or service. Although people are different, your goal stays the same. 

Build relationship and trust:

To build relationships and trust is to ask your customers questions and to really listen attentively to them. Use their 'language' and call them by name. By knowing your product and service you should be able to give the proper advice and assistance to assure them of the correct decision that your product or service is the answer to their problem or need.

Give a presentation:

Professionally presenting an idea is by far the best way to guarantee its acceptance. If you present it well, you are bound to succeed and profit from it. Tell your prospects about your product and services with an attitude of enthusiasm, passion, sincerity, and knowledge. Who can forget an idea when it is presented with enthusiasm?

Personal selling through sales staff:

For this, you need sales staff, either behind the counter, or to call on customers and potential customers, who may be only a selected few, or in the case of a mass-market, number in the thousands. Personal selling is particularly relevant where the target market is small, and/or the product is expensive or sophisticated, and will generate questions, which have to be answered by knowledgeable staff. So, train your staff well.

Conduct small-scale seminars:

Place an ad and hold a free seminar with potential investors, customers, and partners. Get as many customers to come to your free seminar as you can. Give your audience valuable information and demonstrate your expertise or your product's efficacy, using visual support if you can. A lecture, consultation, or demonstration of 45 minutes is very much like a sample – your prospects get to see for themselves what you have to offer. 

Professional and consistent telephone behavior:

There is a small group of very important people in the world, who calls your business. They should be treated kindly, not as interruptions, and made to feel very important, because they are. These callers are your customers and potential customers, and the reason you're in business in the first place.

Each phone call is a huge opportunity for you. Your phone should be answered the same way each time and professional through and through. If you have to put your customers on hold play a message advertising your product or service or telling them about a special currently running. 

Professional dress code:

Decisions are based on what a customer can see, feel, hear, smell or taste. If your staff members are dressed in a uniform and look like one, it will give your company a professional and neat image. People like to deal with people that look neat, clean, professional, and part of one big organization. 

Sales team training and incentives:

The salespeople in a company are the most important people in the organization. Those are the people that the customer will see and talk to when walking into your business. Your sales will depend upon these people. What they know, how they walk and talk, how they look and how they manage to handle customers. Give them the necessary training, set sales targets and standards, give them incentives, and let them feel special.  

Use Quotes as a sales tool:

Use your quotes as a sales tool by including a few extra things like what makes you the best choice and what it is that you offer your customers that are different from your competitors. Remember to still look professional. 

First impressions matter:

In her article "The Power of First Impressions" Jill Bremer writes: "First impressions count! Packaging is important, whether we're considering a house, a product, or a person. We think what looks attractive or reliable from the outside must surely be on the inside.
We judge books by their covers; we buy houses based upon curb appeal, and we take people at face value. And they do the same to us! Often the first impression determines whether someone will stick around long enough for you to reveal those wonderful qualities".  

Ask for the sale more than once:

Why more than once? Because people are preconditioned to say NO. It is a psychological mechanism. It starts when we're little babies, and our parents constantly tell us NO. Then our teachers constantly tell us NO. And we deal with it every day at work when our bosses tell us NO.

We have been programmed to say NO, NO, NO! That's why you have to ASK, ASK, ASK for the sale several times. 

Offer customers The Good, Better, and Best Options:

Give your customer three options. Show them something good, something better and show them your best. This can double your conversion rate and make the competition irrelevant.

The 'good' product. This should be the lowest cost option. Clearly demonstrate your value, the features, advantages, and benefits of what you have to offer, and differentiation from the competition for every product.

The Better product is a step-up from the good product. This option is slightly more expensive, but worth it. Make a clear comparison between the "good" and the “better” product so that the customer should easily be able to compare the two.

The third option and Best product. This option should be the best that you have to offer, with a price that may be significantly higher than the other two options, and only selected by the most exclusive of customers.

Special offers:

Offer your customer something worthwhile and irresistible where they can benefit greatly and which won't cost you much. If you want to you can run this special only for a limited time to encourage them to buy.  

Give it away and watch your profits skyrocket:

There is a tiny, weenie restaurant hidden in a shopping arcade and anyone who as much as glances their way is immediately offered a sample of one of their dishes in a tiny cup with a fork. The result? Booming sales! There are many, many ways you can use this strategy to convince people to buy from you 

Pay people to try your product or service:

A manufacturer of a new line of forklifts had a hard time getting people to even try them out. So he offered them money just to spend 10 minutes test-driving them and giving them feedback on performance. The result. The business was up by 38% in less than 2 months! 

Bribe your customers to do business with you:

Here is an example: a plumbing store puts on free coffee and hot dogs for lunch every day. Plumbers came in to have a "free lunch" and order lots of things. A hardware store could use this, an equipment hire shop, a chemist. In fact, the free coffee or similar could work for most businesses relying on 'walk in' business!

The point is, your customers have a choice and everyone sells pretty much the same things at the same price, so this will make them come to you. And then you may find that you can have higher prices and still get the business. 

Don't be a marketing wimp:

"Allow us to give you an appraisal and get xxxxx as a “Thank You”. No obligation whatsoever." Hey, it's a numbers game. Some will. Some won't, so what, as long as it's profitable at the end of the day. And given the thousands (no, millions) of dollars being wasted on ads and promotions that don't bring in any sales, this sort of offer could be a bargain and get lots of people to your business. 

Offer a gift or incentive to close the deal:

If the prospect or client comes up with the answer, 'I'd like to think about it', then offer an incentive to close the deal. Tell them that you have a gift to offer relevant to what you do, to get them to take action.  

Build more trust by offering a first buyer's incentive:

Give the people who are buying from you the first time, an incentive. This will build more credibility and trust and will encourage them to return to your business. 

Use a once in a lifetime deal:

If it is on a special promotion or a limited edition, if people think they are going to get a once-in-a-lifetime deal, they will be ready to buy! This must be a once-off deal never to be repeated. Something like: "it's now or never!" 

Competitions encourage people to buy:

With competitions, you will encourage the customers to buy from you in order to win the prize, but the prize must be out of the ordinary. Your sponsor will get free publicity, and you will be able to get all the contact details of the people entering your competition.

Try it – you'll like it:

If your company's product is suitable then you can leave it with the customer for a few days to allow them to try it out. It will be harder for the client to return it because it has become part of the client's life. If the product provides real benefits and is as good as you claim, then you shouldn't be afraid to try this approach.  

Use giveaways:

Free giveaways are the most successful promotions. You can order items such as pens, pencils, notepads, and calendars with your name and phone number printed on them. Every time the recipient uses the item, he or she will automatically think of you!  

Include a gift voucher in your sales letter:

Vouchers are always good for conversion ratios. Send your customers gift vouchers with your sales or newsletters worth up to 15% of the purchase price of your products in Dollar value. If you like, you can include an extra one for a relative or a friend. It is important to tie a certain time period to it, to make it work best for you.  

Free gifts:

Cosmetic industry pioneer Estee Lauder invented "Gift with purchase". Television sets and jewelry are very effective premiums, particularly around Christmas. Getaway weekend packages work well for car dealers. Some companies make use of gift-with-appointment to get to the desired decision-makers.  

Big discounts:

Excess inventory, out-of-date inventory, and service time during the off-season … such merchandise can often be sold at big discounts. We're offering this value only to our best customers, as a reward for their support. Frankly, this is our slowest month and to avoid lying off our great employees we'd rather offer you an exceptional value. We've been given a special incentive from the factory, and we're passing those savings on to you.

The call to act now!

Have a look at your collection of sales letters again. What do they all have at the very end? That's right. A "PS" and, according to some direct mail experts, a good PS can increase your results by up to 60%. The reason is that some people go from the front page to the last to see who sent the letter and what it all costs, and they always read the PS. Don't ask me why, but we all like to read the PS, don't we? Catch yourself next time you get a good letter!  

Add Extra Bonuses And Keep The Profits:

Quite often you'll get the order because of the bonuses that come with what you are offering. The reason information products make great bonuses is that they cost little to produce, and have a high perceived value, so anything of value that may be of interest to the purchaser can be used as a bonus (or premium). You see examples on supermarket shelves every day. 

Attract customers with free delivery and vouchers:

Let's face it; everyone likes to get a deal! Offer your customers something to attract them to make a purchase. Free delivery is a great way and so are vouchers. Run sales and promotions throughout the year when you give away free vouchers such as 10% off certain products, or buy one, get one free. This really does work, and they provide that extra encouragement to complete the sale. 

Offer free bonuses:

Does your sales letter offer free bonuses when people make a purchase? Start offering free bonuses...the more, the better. But don't give away what everyone else is giving away. Offer something different and unique.  

Run specials like buy-one-get-one-free:

This is a great way of getting rid of that old stock on your shelves that you just can't get rid of! You can use it as a way of introducing a new product to your customers, and then you won't risk not selling products just because people aren't familiar with it. On the other hand, to use products with a reasonable mark-up is the ideal opportunity; just check with your suppliers first.  

Pictures and descriptions of products and services:

Sometimes pictures and detailed descriptions are what sell your products. In a store, the customer is able to try things on and pick them up and hold them. Brochures or ads are totally a different story. In order to connect to your customer, you need to have brilliant images as well as detailed descriptions. Combined they will sell the product. 

Constantly improve on your advertising:

Don't fall in a groove. Constantly improve and innovate on your adverts. If you use something that works, try not to change radically, but always be innovative and creative in the way you present your adverts.  

Get an interview on the radio, TV, or YouTube:

These media sources have the visual power to sell your product with sight, sound, and motion. You can reach prime prospects with extreme precision and offer the listeners and viewers a free offer with valuable related information. 

Use letters to communicate your enthusiasm:

Say just enough to get the prospect interested, but not enough to satisfy their curiosity. Try to communicate your enthusiasm for the business through a letter. To ensure that your letter is as effective as possible, get as much information as you can about the prospect before you write use of that knowledge to help you mention the particular areas of your business that could be of interest to the individual prospect. 

Use brochures:

Most people want something tangible to review when considering a purchase, especially higher-priced items. Printed literature implies roots, experience, stability, professionalism, and credibility. It keeps your sales message alive in the prospect's mind.

Lack of credibility can kill your conversion ratio. Here are some things you can do to make your product or service more credible: Make your contact information clear. Attach a photo of your store and staff to your brochures or ads. Update your information regularly. Include testimonials from clients. Be aware of typographical errors. Be affiliated with a respected organization. 

Use displays to promote your products:

Displaying products at trade fairs and exhibitions can also do promotion. Merchandising displaying goods for customers to see is an effective and inexpensive means of promoting consumer goods in supermarkets and self-service shops. Shelves or display stands can be bought or put up by a carpenter at a relatively low cost. 

Give free live demonstrations:

Getting the prospect's attention is Job One in successful selling – and nothing beats a live demonstration where the audience can see, hear, smell, taste, touch or feel your wares. Add flair or a gimmick and your item will sell itself. Demonstrations can be given not only at seminars but also in homes, at parties, in stores, at fairs and shows, in parks, at beaches, or almost anywhere.  

Change your headline in ads:

Just changing the headline of a sales letter or the ad has been known to boost conversion ratios by 500 percent or more. If your current sales letters, ads, and other marketing material isn't performing the way you think it should try testing the headlines. 

Make your marketing material 'sticky':

Your marketing material must have the ability to be 'sticky' which means the ability to keep customers reading it. Market material stickiness depends on the content of the material that encourages the customers to keep on reading, although it is not necessarily what they've been looking for. Make your marketing material more appealing to customers. Add special features to set yourself apart from your competitors. 

Make your prospects feel special:

Make sure your prospect feels welcome when coming into your office, treat them with care and respect. Call them by name and talk to them about what's happening in their world. Give them something with their names on it to take home. Have their tailor-made products in stock. Invite your prospect to the theater, concert, dinner, or sporting event. Whatever turns your prospect on. Invite your prospect to make a contribution and speak at a function attended by you and make your prospect a star for a little while; maybe he'll make you a star!

Give them a lead:

If your prospect has to sell a product or service, introduce your prospect to another client that can make use of your prospect's service or products.  

Wine and dine your prospects:

People buy into people. By building up a relationship, you build trust and confidence. Usually, people are more relaxed on such an occasion and more likely to buy into you and your product or service. They have their own time to ask the right questions and they are in a neutral environment. This encourages people to make the buying decision  

Let the Customer feel important:

Be polite, concerned, friendly, and knowledgeable. Help a customer or make friends with a customer, the next time he'll remember you and your business. The customer may even tell somebody else. If the customers come back a number of times, then you'll build a stable business. This client will not be worth a few dollars, but he may be worth hundreds of Dollars to you in one year.  

Prompt customer service:

If your business does not focus on speedy service, you're in serious trouble. People do not like to wait or stand in lines. They want what they want when they want it, or they leave. And when they leave they normally take their friends with them. If they call with a request, grant It ASAP. If they've e-mailed you, respond within twenty-four hours, though two hours is far better, and two minutes is best. When they order something, ensure on-time delivery.  

Encourage people to visit your store or company:

Invite people to have a closer look at your operation and its people. Take them through all the departments, introduce them to your staff and show them how things work. They will get more respect for your company, your products as well as your services.  

Offer to provide input:

Your input could be in some area of expertise in which you specialize. When you are part of the solution, people want to talk to you. This could enhance interest in what you do or help clarify the need for your product or service.  

Company and store image:

The overall layout and image of your place of business must look attractive to customers. This place must look neat and tidy, there must be enough space to walk, and it must be easy to find something. Shelves should be well-stocked and logically packed.

The geographical location of your store or company:

If you are distributing your products from a building, your geographical location is very important. It won't be profitable to be situated in a quiet area compared to the lease you have to pay. It is always better to be situated in a busy area. Furthermore, it must be easy to get to your place, find parking and reach your shop. Is it easy to find your store? While it may be true that marketing is King, your store needs to have an orderly structure and many signs to help customers to find it quickly, efficiently, and painlessly. Do this, and not only will your customers return again and again, but they'll also bring their friends with them!  

Streamline your check-out points:

Your check-out points are one of the most important aspects of your business. Make sure it is clean and streamlined. Make your customer feel safe and secure when they are paying at your check-out point. Remove any unnecessary elements and make sure it is easy enough for your grandmother could complete it!  

Create A 'Frequent Questions and Answers' document:

This is a very powerful document; as it will reveal almost everything your customer needs to know about your products and services. The questionnaire is a guideline—a guideline for getting the best information from your business.  

Make sure you are easy to do business with:

The cost of making it easier to do business with you is no charge. All that's required is awareness and sensitivity to customer needs, and it will pay in the long-term with higher sales conversions. Allow credit cards, debit cards, and checks to make it easier for a customer to pay.

Another good promotional tool is credit facilities, which also help increase sales, although this costs money and depends entirely on your funding resources. After reviewing the customer, offer to open an account for them and complete an application form.  

Make your products or services more affordable:

The moral for you is to take your price, however low it may be, and break it into even lower numbers. If the cost for what you sell is $1000, you can say, "That's only five small payments of $200 each." This will make your products or services more affordable. 

Agree to prepayment:

To encourage your customers to pay before they actually receive the goods, you can offer a certain discount, or you can give an add-on product to the one originally bought. You can also allow them to pay in installments till the total amount has been paid, before giving the product away.  

Let them order Online:

This will make it much easier for people to buy and that's what is important. They can do it sitting at home and won't have to go through all the hassles. Convenience will mean much more than price.  

Supply your customers with a toll-free number:

Customers will use it when it's for free. By making it easier for them to reach you, they will contact you.  

Flexibility means it won't hurt to do business with you:

Being flexible in business means being able to grant almost all customer requests. One of the areas that most cries out for flexibility is service. Superb service often requires flexibility. If people sense that you're a flexible sort, they'll be more inclined to do business with you. Look at your trading hours, maybe you can open and close at different times to make it convenient for your customers.  

Offer payment and delivery options:

Easy payment and delivery options make great last chance conversion strategies. Always give your customers options. Offering more than one way to pay is easy to do and caters to the needs of your customers. Also, make sure you have few types of delivery options for those who want quick delivery. Convenience is key.  

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About the Author Hans

Hans had 40 of his own businesses over the last 30 years and is famous for creating fast-growing businesses” He is an author, speaker, coach, and consultant and a specialist in business optimization and turnaround, helping smaller business owners eliminate business limitations, threats, and growth challenges in achieving their sales, profit, cash flow, and income goals with sniper precision.

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