Hi my name is Lyanne and I’m the managing director of Wilds. The coronavirus outbreak is having a huge impact on everyone at the moment and we are trying to provide as much support as we can during this time. Have a look at our coronavirus updates on the website and contact us if we can help with anything else.


Q. Business is going quite well, but I don’t feel like I’m winning as many jobs as I could be – how do I improve my conversion rate?

A. It can be extremely deflating when you’ve put in so much time and effort in creating business opportunities for the customer to then turn around and say: ‘I’ll think about it’. It’s essential that you prepare in advance for this during the course of the meeting, gearing your sales pitch up to tackle any objections, and reduce the ‘worry factor’ by having a wide range of positive customer testimonials.
It pays to be persistent when trying to overcome objections. Use open questions, such as who, what, where, when, why, and how. This will enable you to extract as much information as possible from the customer and give you the best chance of winning the business. At this stage in the sales process, the customer’s already bought into your business, so you should only let genuine obstacles prevent successful conversions.
Consider what impact your service or product will have on the customer and what results they’re looking to achieve. A customer doesn’t go to an optician just to buy a new pair of glasses; they’re actually buying improved vision that glasses bring. You need to convince the customer how much better off they’ll be with the end results. If you keep asking yourself these questions then your proposal will be airtight, which in turn will help you secure their business.
Everyone knows that key to any business success is good customer service. The problem is, not everybody knows what it looks like. Never assume that you know what your customer wants – ask the right questions and make sure that you find out.
As soon as you’re aware of your customer’s needs then you can deal with any potential problems well in advance. Consider every ‘worst case scenario’ and troubleshoot so you can overcome any objections that your customer may have.
Always place yourself in the customer’s shoes. Focus on what will improve customer satisfaction, while increasing your margins. At the end of the day, it’s about what they want, not what you have to offer.