Want More New Customers? Examine Your Sales Process

Get More New Customers by Increasing Your Conversion Rate

SAles Process to get New Customers

I’ve written before about how people who say they want more new customers focus on the wrong thing – what they actually need is more leads, and to convert those leads into customers.

So how do you increase your conversion rates? Well, you have to start by knowing your numbers. How many new leads are you actually getting? And how many of these are being converted? It’s also critical that you have a sales process, so that you know exactly what your customer journey is

You must also script each part of the process so that you don’t miss out anything. This will also stop you getting tongue-tied and increase your conversion rate because you’ll be able to tweak each script and see the result.

Spoiler alter here… If you ever go and see Brad Sugars at one of the free workshops he runs, he normally tells this story. He’d taken on a client who sold tyres. When he asked what his conversion rate was on the calls his sales team were getting the guy guessed at about 70%. Brad asked him to monitor it for two weeks, just to see what it actually was.

Having Scripts Will Increase Your Conversion of Leads to New Customers

Two weeks later Brad came back and the owner was fuming – he was actually only getting 17% conversion on the calls! Brad focused on getting the sales team to work-up a simple script, something they could use when someone called such as: “before I give you a price would it be OK to ask a couple of questions?” The customers always say yes. “Can I ask what kind of driving you do? Is it long distance or short? Is it motorway or country roads? Do you have your family in the car or are you driving on your own? Do you drive fast or slow?”

At the end they’d say “Based on your driving habit the safest and most economical tyre for you would be XXXXX”. “We have a space this afternoon so if you can make that we can do you a special deal of £XX”. if the person couldn’t make it, they’d always ask if they could hold that deal till they could get there and the salesperson would say, “of course I just need your credit card details to take the payment now”.

Tripling the Number of New Customers

The conversion went up to 49% using that script, there are also other things you can do. If you ever send quotes to people, send a guide on what questions they need to ask to get the best product/service you offer. Send some testimonials with it, social proofing is incredibly important in helping people making decisions, will definitely make you stand out, and might just tip them over into going with you there and then.

Developing Your Sales Process Will Give you New Customers

Good luck developing your own sales script and do let me know how much you manage to up your own conversion ratios.

By Alan S Adams

Access the FREE workshop on Getting DEPTH™ in your business, click here WWW.GET-DEPTH.COM for more details and start developing a business that delivers you the lifestyle you want, with none of the stress.


As an award-winning business coach and bestselling author, Alan S Adams has helped hundreds of businesses across the UK to move from simply surviving to positively thriving. The publication of his second book Passion To Profit: 7 Steps To Building A Kick-Ass Agency and his third book, The Beautiful Business: Secrets to Sculpting Your Ultimate Clinic, sees him focus very specifically on creative agencies and aesthetic clinic sector, sharing advice and guidance with the potential to revolutionise turnover, client retention and overall growth. Alan was also recognised by Enterprise Nation as one of the UK’s Top 50 Advisors and APCTC Coach of The Year Finalist.

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