1. Build instant trust.
Use testimonials. Ask happy customers to write testimonials about their experience at your business. Use their words (or even their whole letters) in your marketing materials, or post them in your place of business. Testimonials boost confidence in what you're offering and establish trust in the eyes of prospects.
Showcase your good news. Post awards, accolades, media articles and other 'proof' of your credibility around your business and on your website.
2. Create an image of quality.
Consider the appearance of your staff. How do you and your staff members dress? Does your appearance communicate the right message to potential clients about your offering? You don't need to show up in a suit every day, but make sure everyone's appearance is professional and appropriate for your business.
Improve the perception of your business. This includes the physical state of your place of business, as well as the quality of your marketing materials and the quality of the service customers' receive when they purchase from you.
Give merchandise displays a boost. Can you make your products look more attractive through the way they're displayed or arranged? Put complementary products together, and create feature product displays to create variety and interest.
3. Train and develop your staff.
Give staff conversion targets and incentives. Remember that you're not the only one who can contribute to an increase in conversions. Involve and support your staff in tracking and boosting conversion rates. Give them individual targets, and incentives for meeting them.
Review and improve sales process. Everyone can improve their sales skills, and refine the process they use to close sales. Take an opportunity to watch and give feedback to your staff members, or hold a brainstorming session to discuss what techniques, phrases, objections are most effective when selling your product or service.
Develop and continuously update scripts. If you're not using scripts, it's time to start. If you are using scripts, make sure you're revising and improving them on a regular basis based on what you and your staff experience during the sales process.
Focus on customer education instead of sales. Face it, no one likes to be 'sold' to. Focus your sales process on building a relationship with and educating your customer on the benefits and solutions of your offering. The more they learn, the more they'll believe what you have to say, trusting the business enough to make a purchase.
4. Improve your offering.
Increase quality, exclusivity or range. Can you improve the quality of products or services that you offer? Carry a more exclusive product, or extend your range of products? Take a look at your merchandising mix and service menu and identify areas where you can expand or specialize.
Make great offers. Strong offers can also serve as an incentive for a potential customer to complete the sale. Offer great perceived value, or exclusive and time-sensitive products or services, and you'll see a spike in your conversion rate.
5. Take away purchase risk.
Provide free trials and demonstrations. Allow your customers to test out your product or service for free, with no obligation to purchase. Or, offer free demonstrations so your customer can see the benefit or solution your product or service provides.
Guarantee product or service performance. Take away the purchase risk from your potential customer, and you'll have a powerful strategy for closing sales and increasing conversions. This is also an immediate trust and credibility booster - you are so confident in your product or service's results that you're guaranteeing them.
Work with your staff on a daily or weekly basis to consistently measure and increase conversion rates.
Post a calendar in the staff room or common area, and track your targeted and actual conversion rates on a daily and weekly basis. This will give you and your staff a visual reminder of the company's goals, as well as an indication of how the team is performing.
You don't work in your business alone, so involve and motivate your team to support you in growing your business. Give them incentives and help them develop their sales skills, and I promise you'll see an impact on your conversions.