From This… To This: Transform Your Conversion Rate in Just 6 Months
In this blog post, we’re discussing conversion rates, which is one of the most important areas for you to develop in your business, as people are already coming to you. If you have a lot of enquiries and a high volume of people coming through, but only a fraction of those people are purchasing from you, that’s money on the table. It’s a cheap, effective, easy way to build sales in your business.
So over 6 months, I helped a client introduce these five things, and it genuinely transformed their conversion rate. They were converting at 24%, and we got them up to 55% in 6 months.
1. Understand Your Numbers
The first thing is that we have to get to grips with the numbers. You need to know what your conversion rate is. Most businesses have some form of CRM or record-keeping, but very few businesses take the time to properly analyse and understand their conversion rate. This business had the systems in place, but they just didn’t bother looking. So the first thing we did was start understanding the conversion rate. We didn’t just report it as a global number. We looked into the details behind each salesperson to understand variances across the team, so we knew where to focus our time and energy, and who was nailing it.
Learn more about focusing on controllables here: Focus on Controllables
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2. Implement a Documented Sales Process
The next step was to look at how the sales team was selling. Many businesses don’t have a documented sales process. A sales process is a specific way of dealing with an enquiry from start to finish. Often, each person does it their way. The value of having a well-thought-out sales process is that you can be mindful of the journey you want your prospect to take:
- A) Qualify them
- B) Establish their needs
- C) Present a proper solution and explain the value you bring
And finally, close the opportunity properly. In this case, the client did not have a documented sales process, so we created the perfect one and added their personality into it. We focused on creating an exceptional experience for every prospect.
After we implemented the process in the team, it helped performers with lower conversion rates improve by giving them the best practices to follow.
3. Align Your CRM to the Sales Process
Next, we aligned their CRM system to the sales process to improve visibility. You need to understand how prospects move through your sales process to identify drop-offs and support your team with targeted training. Having proper visibility of your sales process through a CRM is important. Many CRMs don’t mirror the sales process — and that’s a lost opportunity. This is one area you want to fix.
For more insights on business systems and process optimisation, check out Mind Your Own Business.
4. Follow Up Properly
This business never really followed up with prospects consistently. Sometimes prospects would get a call, but often it wasn’t done properly.
We created a proper follow-up process:
- How and when a prospect should be followed up on
- What to say and when
- How to position follow-up after the sales call
This prevented prospects from ghosting them and made a big difference in conversion rates.
5. Speed Stuns: Be the First to Respond
Finally, we sped up the quoting and follow-up process, ensuring the team was the most responsive. Think about your interactions with suppliers: are you more inclined to deal with those who take 2 weeks to respond or those who reply within 24–48 hours?
Often, businesses get bogged down by internal processes and forget that the customer experience matters most.
Summary: The Magical Five-Step Formula
- Know your numbers – Understand your conversion rate across people, sales channels, and customer types.
- Document your sales process – Ensure a specific, repeatable way of selling for a consistent customer experience.
- CRM alignment – Set up your CRM for full visibility and actionable insights.
- Follow up properly – Be prompt and consistent with prospect engagement.
- Speed stuns – Deliver proposals and responses quickly to win deals.
Think about your sales process and customer experience. Where can you improve to get more money on the table?
See you next time on Mind Your Own Business.
