Lead Conversion:

Don’t sell, satisfy

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 A philosophy and a
comprehensive
business
development
framework that
encompasses both
what to do and how
to think about it.

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 Lead Conversion:
Don’t Sell, Satisfy

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 Session Key Messages

Think beyond the “one-time

sale” and look for a lifetime
relationship.

The customer is part of your

business not just outside
your business.

Customer needs are more

important than your own.

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 Session Overview

• Seven Centers of Management

Attention™
• Lead Generation (what comes before)
• Lead Conversion Barriers
• 5 Key Steps to Effective Conversion
• Impact and Confidence
• Needs-Based Selling Functions

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 7 Centers of Management Attention

Strategic business foundation centers that set up the experience.

Direct customer experience centers and outward facing systems.

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Business Frustration: “Not Enough Sales”

Lead Generation: This could mean that not

enough leads coming in and/or the wrong people
are being attracted to the business.

Lead Conversion: A lack of conversion could

mean the wrong type of leads are coming and
therefore impossible/difficult to convert. Your
“value proposition” is not understood clearly
compared to competitors. How about pricing?
Do you have a sales process that everybody
follows? Do you know why people really buy?

Client Fulfillment: This could mean the promise

is broken and the customer experience is poor,
therefore, no referrals (passive or active) happen.
Even worst, customers vote with their feet and
talk negatively about the business.

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 “I’m of two minds…”

Logic Emotion

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 Satisfy vs. Sell

The purpose of Lead Conversion

is to satisfy the decision that was
already made in Lead Generation.

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 Where does the sale fail?

$$$$$ Thinking of them as

“sales.”

Making it more work

than it needs to be.

When we think the job

is to win over, we
ultimately lose.

Just seeing an empty

shell with a wallet.

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 The heart of the matter

This is not a call to battle… this is a call to

communicate!
This is not a call to do battle, this is a call to communicate!
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 What gets in the way?

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 Universal Lead Conversion Process

Engage

Repeat the Emotional Message

Determine Their Needs

Provide the Solution

Offer the Product

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 Step 1: Engagement

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 Step 2: Emotion

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 Step 3: Determine Their Needs

How do you do this?

Need to systemize it.

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 Step 4: Providing the Solution

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 Step 5: Offering the Product

Don’t
forget to
ask for the
order!

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 Lead Conversion Process Before

Asking if the customer needs help is a close-ended

question that results in “no thanks” 80% of the time
and shuts down the conversion conversation
prematurely.

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 Lead Conversion Process After

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 What gets in the way?
Blah…blah…blah
…blah. Now I’m
really confused.
The technician who knows
too much about the
product, but has not taken
the necessary steps to find
out what they need to
know about who’s buying
the product.

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 Impact and Confidence

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 Needs-based Selling Functions

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 Your Worksheets

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 Adopt A New Perspective

Think beyond the “sale” and look for a lifetime

relationship.

The customer is part of your business not just

outside your business.

Customer needs are more important than your

own.

© 2012 E-Myth
 The E-Myth Mastery Program®

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 Thank You

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