Conversions in Selling Services

Conversions_advance_salesService contractors can should learn a great deal from web marketers.

Web marketers are data diligent and process aware.

They’re  focused on “conversions” – points in their online process that are measurable, lead to a tangible next step, and eventual sale.

They track performance at those points and with that data continually tweak presentation and offering for incremental improvements.

Conversion results are regularly reviewed and improvements continuously made.

Stuck in the mud

Compared to web marketers, service contractors are prehistoric. They focus on “advances” – those major steps in the selling/buying process.

Contractors rarely define their new business process at the granular level, not to mention measuring and improving steps in the process. It’s almost entirely done on an ad hoc basis.

Conversions in contract service sales

Switching one’s thinking from “advances” to “conversions” can increase  sales by focusing on the data and process in manageable chunks.

Then focusing on accomplishing the smaller goal directly in front of you.

It helps that you can see what needs to be improved and have the measurements to assess results.

Start at the web

The truth is that almost every prospective customer will check out a contractor’s web site. Even if the contractor was referred by a trusted source. Web site’s are a quick and easy check. Who doesn’t Google or Bing?

Starting at the web for conversions makes sense.

The thought and discipline used for online conversions can be used with customers off line as you begin selling.

Getting started on the web requires setting up web analytics, which…

…requires defining your conversion goals, which…

…requires defining customers’ actions in measurable ways, which…

…fully shows all the steps you need to secure contracts, which…

…provides metrics to track results and identify improvement areas, and which…

…shows the improvements you need to make on your web site and in your sales process.

All these conversion activities are valuable to the off line sales process. Even more so when you consider that sales don’t occur until the end of the process. A lot of effort, time and money can be spent up front and then lost in the end because the final off line steps were weak.

A quick look

The following graphic highlights common conversion points that can be tracked. Once tracked,  they identify easily managed improvement projects. What’s to stop you?


How are your conversion points?

Chris Arlen
President, Revenue IQ

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