How To Convert More Prospects Into Customers (Without Selling Them)

How To Convert More Prospects Into Customers (without selling them)

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If you’re in business, then you know the importance of converting prospects into customers. After all, without customers, your business won’t survive for long.

The good news is that you can do some simple things to convert more prospects into paying customers – and it doesn’t have to involve hard selling them either.

Below is a transcript of today’s featured video, “How To Convert More Prospects Into Customers (without selling them).”

Now, according to Chet Holmes, only 3% of your market are ready to buy right now, six to 7% are open to it, 30% aren’t even thinking about it, 30% don’t think they’re interested, and the remaining 30%– they know they’re not interested. 

So most salespeople stop at the top 3% ready to buy now. But that leaves 67% of the market untouched. That’s a huge opportunity that’s being wasted. 

Speaking of lost opportunities, check out our piece on “Failed Conversion – How B2B Marketers Are Leaving Money On The Table.”

Let me illustrate today’s point with a little story.

This past weekend, my family and I were in Kennebunkport, a cute little town on the seacoast of Maine. Now, to kill time before dinner, we walked around the streets, and I’m popping in and out of stores. 

Now, we had no real agenda other than our dinner reservations, and so no interest in really buying anything. So we ended up walking around different stores, and we stopped in one called the Maine-ly Drizzle. 

Now the business owner, he shook my hand, introduced himself, and asked me a few questions about me and my family’s interests. And he immediately established rapport. And we immediately liked him and, through the conversation, began to know him. 

Then he walked us over to his specialty olive oils and his balsamic vinegars. And then offered to make a few samples for the kids to try. Now, one at a time, my kids just love the combinations. He educated us on his products: why they were special, and how to get the best result using his olive oil and vinegar. 

Now an hour later, we turn around, and we’re buying four large bottles of special olive oil and vinegar, and another smaller bottle, pepper flakes, and a few other things as well. 

I went from not thinking I was interested in buying anything to walking out of the store with an armful of product. 

And why? Because it started with getting my attention, keeping my attention, and then allowing me to try without asking for anything in return, as well as educating me on all the different uses and how to get the best result until I made the decision myself that I wanted it. 

You see, throughout this entire process, he never sold me. He never asked me to buy anything. He simply nurtured the relationship. 

And you can do the same thing, too, by focusing on the relationship and providing real value and education that highlights how your prospects’ lives or their businesses can be better with your product or service so that eventually, they decide they want to do business with you too. 

And you could do this through content webinars, strategy sessions, white papers, demos, and more. 

However, don’t just give them the stuff with selling is your top priority. Start with making sure your prospect is building a relationship with you or, if your company is bigger, building a relationship with your brand.

More from Predictable Profits: there used to be some glaring differences between B2C and B2B marketing, but over the last decade, with more Internet-savvy employees, the lines are becoming more blurred. Check out “A B2B Marketing Trend Only a Fool Would Ignore.”

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