© 2012 E-Myth

E-Myth Online Seminars

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Lead Conversion: Don’t sell, satisfy

© 2012 E-Myth

Over Three Million sold since 1997

Translated into 29 Languages

Taught in 118 Universities

Voted the #1 business book by Inc. 500 CEOs

Listed in “The 100 Best Business Books of All Time.”

Served over 50,000 businesses in 145 different countries

© 2012 E-Myth

A philosophy and a

comprehensive

business

development

framework that

encompasses both

what to do and how

to think about it.

© 2012 E-Myth

Lead Conversion: Don’t Sell, Satisfy

© 2012 E-Myth

Session Key Messages

� Think beyond the “one-time sale” and look for a lifetime relationship.

� The customer is part of your business not just outside your business.

� Customer needs are more important than your own.

© 2012 E-Myth

Session Overview

• Seven Centers of Management Attention™

• Lead Generation (what comes before)

• Lead Conversion Barriers

• 5 Key Steps to Effective Conversion

• Impact and Confidence

• Needs-Based Selling Functions

© 2012 E-Myth

7 Centers of Management Attention

Strategic business foundation centers that set up the experience.

Direct customer experience centers and outward facing systems.

© 2012 E-Myth

Business Frustration: “Not Enough Sales”

Lead Generation: This could mean that not enough leads coming in and/or the wrong people are being attracted to the business.

Lead Conversion: A lack of conversion could mean the wrong type of leads are coming and therefore impossible/difficult to convert. Your “value proposition” is not understood clearly compared to competitors. How about pricing? Do you have a sales process that everybody follows? Do you know why people really buy?

Client Fulfillment: This could mean the promise is broken and the customer experience is poor, therefore, no referrals (passive or active) happen. Even worst, customers vote with their feet and talk negatively about the business.

© 2012 E-Myth

“I’m of two minds…”

Logic Emotion

© 2012 E-Myth

Satisfy vs. Sell

The purpose of Lead Conversion is to satisfy the decision that was already made in Lead Generation.

© 2012 E-Myth

Where does the sale fail?

Thinking of them as “sales.”

Making it more work than it needs to be.

When we think the job is to win over, we ultimately lose.

Just seeing an empty shell with a wallet.

$ $ $ $ $

© 2012 E-Myth

The heart of the matter

This is not a call to do battle, this is a call to communicate!

This is not a call to battle… this is a call to communicate!

© 2012 E-Myth

What gets in the way?

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Universal Lead Conversion Process

Offer the ProductOffer the Product

Provide the SolutionProvide the Solution

Determine Their NeedsDetermine Their Needs

Repeat the Emotional MessageRepeat the Emotional Message

EngageEngage

© 2012 E-Myth

Step 1: Engagement

© 2012 E-Myth

Step 2: Emotion

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Step 3: Determine Their Needs

How do you do this?

Need to systemize it.

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Step 4: Providing the Solution

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Step 5: Offering the Product

Don’t forget to

ask for the order!

© 2012 E-Myth

Lead Conversion Process Before

Asking if the customer needs help is a close-ended question that results in “no thanks” 80% of the time

and shuts down the conversion conversation prematurely.

© 2012 E-Myth

Lead Conversion Process After

© 2012 E-Myth

What gets in the way?

The technician who knows too much about the

product, but has not taken the necessary steps to find

out what they need to know about who’s buying

the product.

Blah…blah…blah

…blah. Now I’m

really confused.

© 2012 E-Myth

Impact and Confidence

© 2012 E-Myth

Needs-based Selling Functions

© 2012 E-Myth

Your Worksheets

© 2012 E-Myth

Adopt A New Perspective

� Think beyond the “sale” and look for a lifetime relationship.

� The customer is part of your business not just outside your business.

� Customer needs are more important than your own.

© 2012 E-Myth

The E-Myth Mastery Program®

Request a free Business Consultation with an E-Myth

Program Advisor

www.e-myth.com

Toll Free in the US

800.221.0266

Outside the US

+1 541.552.4636

© 2012 E-Myth

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