Don’t Optimise for Conversions, Optimise for Revenue

Many businesses chase a single goal: conversions. They focus on turning leads into sales. This approach misses a critical point. Selling a product is a single event. It does not always create a customer. Don’t optimise for conversions, optimise for revenue. Revenue comes from enduring customer relationships.

Building these relationships requires a strategic process. Here are my five steps to grow your revenue.

1. Engage and Build Trust

Your first step is to engage with potential customers. Prove your interest in their needs. This is your chance to show commitment. Make customers feel comfortable. Ease their initial purchase decision. A strong relationship starts here, be FOR your customer.

2. Remind Them of Your Promise

You made a promise in your marketing. Now, you must repeat that promise. This could be your unique selling proposition. “On time, every time,” is a simple example. Your environment or appearance can also remind customers. They need to remember why they chose you. Once you close the gap between what you promise and what you deliver your customers will grow you!

3. Discover Their Needs

Know Thy Customer! What do your customers truly want? Why do they believe you can provide it? Your team needs a set of carefully curated questions for this. Use these questions to learn about them. You will gain valuable insights. Understand their product perceptions. Know their purchase decision needs, and they won’t feel like walking wallets.

4. Provide a Real Solution

Adopt a new mantra: “Don’t sell, satisfy.” You have engaged the customer. You have discovered their needs. Now, you must offer a solution. Give them emotional assurance. Show you are ready to keep your promise. Your job is now complete.

5. Offer the Product

At this point, all questions should be answered. Make your offer from the customer’s perspective. “Does the product meet your needs?” “Does it deliver on its promise?” Resist the impulse to push for an answer. The customer should feel ready not hyped to buy.

Selling is transactional, revenue is relational.  Reduce the one-night stands with prospects. Don’t optimise for conversions, optimise for revenue.This means building long-term relationships. These relationships are mutually satisfying. They consistently grow your business.

Building a sticky, relational and therefore client-centric system is not easy. That’s where professional guidance helps. A Business Coach can train your sales team. My Business Advisory Service provides the roadmap. Work with a Certified Business Advisor who can help you build out this process. You must build a system for consistent results, otherwise your promise is only as good as you.  Don’t optimise for conversions, optimise for revenue. A Trusted Business Advisor can guide your efforts.  Strategic Business Advisory rewards working on not in your business. This in turn ensures you build a valuable business with recurring revenue, not just a series of one-hit-wonder sales.