Small Business Sales & Customer Acquisition
Converting Leads Into Customers
Once you have a lead machine that is filling the top of your pipeline you need to nurture those leads and move them through a structured sales process, so they receive the right information at the right time, enabling them to make the right decision and use you to solve their problems.
Fixing Your Leaky Bucket
Modern sales is all about being human, holistic and helpful at each stage of your sales process. Your focus must be on helping your buyer to get the right information, to make the right buying decision for them and the outcome they are looking to achieve.
Most businesses I speak to do not have a lead generation problem, they have enough leads and trafic coming into their business. They have a conversion problem, that is to say they have a porrly optimised sales process that does not convert leads into customers in a predictable way. You must break down your process into stages and then ensure each stage is converting as it should be. The rule of thumb is to aim for a minimum of 25% conversion (1 in 4) leads into customers, then build form there. Fix your leaky bucket first, then add volume to it.
Small Business Sales
Driving Predictable Sales Conversion
The 4 Stages Of Your Small Business Sales Process
A high conversion sales process is key to predictable growth of your business. You need to know that every “lead” goes through the same process, so you can start to measure each stage of the process and then have the confidence to feed a higher volume of leads into the process. Remember conversion optimise your process first and then add volume, not the other way around.
Stage 1 – Identify – Focus on identifying what a “good fit” lead looks like to you and your business. In B2B businesses this focuses on the type of business, size of business, industry etc. For B2C this will focus on the type of person.
Stage 2 – Connect – Now reach out and connect with them in a human, holistic and helpful way. Always be helping and learning about them, their problems and what success looks like for them.
Stage 3 – Explore – Now dive deep into their problems, the questions they are asking and start to help them make the decision. I would focus on opportunities, gaps, challenges and timescales here.
Stage 4 – Advise – Now take all the information you have gathered and produce a personalised presentation of your solution for them. This will be based around your core offering and give them a complete and remarkable solution that they know will help them achieve the outcome they are looking for.
Every succeesful sales process I have developed with clients, has revolved around these four stages, yes each business has slightly different steps, but it is the same process and the result should be Closed Won or Closed Lost, asthe final stages.
The Remarkable Business Growth Strategy
Strategy drives tactics. When you have a remarkable growth strategy in place, everything you do and execute on a daily basis is driven by that strategy. In this incredible guide Richard Mawer, the CEO and Founder of Ignite Growth Consultancy and author of the Amazon #1 best selling book “Remarkable Business Growth” shares the 12 elements that are pivotal when you create the growth strategy for your business.
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