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8 Solid Gold Marketing Tips to Increase your Conversion Rate

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For some reason – even though we have this ourselves – it’s difficult to remember that one of the main barriers to sales conversion is our inbuilt buying resistance.

We British seldom articulate this, of course, we’re far too polite (in theory) but nevertheless these are the thoughts that typically prevent us from jumping into buying mode

  • “You don’t understand my problem”
  • “How do I know you’re qualified?”
  • “I don’t believe you”
  • “I don’t need it right now”
  • “It won’t work for me”
  • “What happens if I don’t like it?”
  • “I can’t afford it”
  • “I’m sick and tired of the same old hype”

So let’s look at the ways in which we can address these objections and improve our conversion rate.

You Don’t Understand my Problem

It’s likely that you’ve neither created a virtual client nor identified the basis of all successful marketing which is “your problem, my solution”. As I’ve said previously “If you want to sell what Bill Smith buys you must look at the world through Bill Smith’s eyes”

How well do you know your potential customer? Have you identified their typical age, sex and location? Have you worked out their pastimes, hobbies or interests? What is their likely income? What is important to them? What is likely to motivate them? Are they likely to have any current concerns such as the climate change, plastic waste or mental health

Knowing this keeps you on track in terms of approach or marketing angle…

Now – what is the problem which you are going to solve for them?  This is usually expressed as a benefit – if you can make this practical AND emotional that will help a lot!

How Do I Know You’re Qualified?

Some business owners will be able to talk about their qualifications in a subject or demonstrate membership of an organisation which is known to hold their members to high standards.

If you can’t do this you can share case studies. Make sure these are from different sorts of customers with different challenges in different sectors or scenarios.  This demonstrates your breadth of expertise in an arena where your potential client or customer may be initially standing with their arms metaphorically folded against the mere idea that you might just the right person in the right place at the right time!

I Don’t Believe You

It’s all about the objective data.

Are there any third party statistics you can quote?

Any third party articles which illustrate how someone will benefit from a product or service like yours?

Is there any third party information which indicates that your potential client or customer is likely to fall behind their competitors if they don’t use a product/service like yours?

I Don’t Need it Right Now…

Your business may be seasonal by its very nature.

At the very least unless you sell Christmas paraphernalia it might be a bit quiet around Christmas time and unless you sell suitcases it might be less busy during summer holidays.

So how do you persuade a client to spend when they have their mind on other things? Special offers! These could take many forms, a discount, something which adds value, an upgrade, a third party incentive which you have organised with an affiliate.

The main thing is to use such offers sparingly and not like the large furniture stores who promise a sale only in December, January, February, March, April and …well you get my drift.

Your potential customer has to feel this is a genuine offer which he cannot afford to miss by delaying his or her decision.

It Won’t Work for Me

It’s time to share testimonials from your satisfied customers.

These may come from several areas but will normally require you to have set up a referral platform like “Google My Business” – see a previous blog post about this or Checkatrade or TripAdvisor AND to put in place a process whereby these referrals are automatically requested and gathered.

Testimonials may also come in via recommendations on LinkedIn or reviews of Facebook or they may be sent by e-mail or given verbally (in which case write them down!)

The point is USE them – create captioned images of non social media testimonials on your social media pages. Link to social media recommendations and reviews from your website.  Quote verbal and e-mailed testimonials on your web pages.

It is the recommendations from satisfied customers who clearly articulate how you have helped them that will allay any worries that it won’t work for a new client.

What Happens if I Don’t Like It?

This is where you roll out your wheelbarrow of guarantees. Of course, you have to be totally confident in your own product or service to do this…

Effectively this is where these sort of phrases appear in your marketing

  • Complete satisfaction or your money back
  • Try before you buy
  • Return within 30 days for a total refund

If what you are selling makes it difficult to do this you can offer a trial, or a taster, or a no obligation meeting/discussion/session.

Doing these things should allay the natural nervousness of any potential client when they come to lay out money with a new business.

I Can’t Afford It

I think there’s three approaches to resolve this particular objection

  1. Point out that they can’t NOT afford it to protect their business/ family/pet – or whatever is important to them because of the consequences…
  2. Do a comparison with something they are likely to buy without a second thought
  3. Offer to let them pay in stages to spread the cost

I’m Sick and Tired of the Same Old Hype

You’re not sounding exactly like your competitors are you? Where’s your DIFFERENTIATION, your FRESHNESS OF APPROACH?

Yes, I’m talking about branding – even for you little business hiding at the back there – even for you!

Why?  Well I’m going to let the Institute of Marketing answer that one “ Branding matters because what it captures is distinctive and the primary source of your competitive advantage”

As you may be gathering branding is not just for the big boys and plays a key roll in making you authentic, memorable and consistent in your approach. Customers like this believe me.


I hope your sales conversion feels a little more achievable now…

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