CONVERT: SALES So how does a souped-up engine with high-octane fuel transfer that power to the wheels to create speed? In most motor vehicles, the powertrain converts power into movement. The more efficient the powertrain, the more torque is being transferred from engine to wheels—and the faster you go. If, on the other hand, your powertrain is failing, then your engine is producing power that’s being wasted—and your vehicle will be sputtering all the way to the shop. The same holds true in your business. The potential created by an incredible value proposition and flawless marketing can be lost if the sales processes in place aren’t sufficient to capitalize on them. Converting leads into customers is a hell of a lot easier if you’ve invested resources into the Justify and Attract components of the sales system. But easier isn’t easy. The actual process of converting leads into customers obviously differs pretty significantly from business to business. Best practices for selling airliners won’t quite match up with those for selling registrations to a webinar. But there are sales and conversion practices that nearly every business should employ as part of a sustainable and scalable growth strategy.
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