3 Steps To Business Success
By Yaro On June 6, 2006
Under Business, Marketing
I’ve been receiving the same story from different Internet marketing newsletters I subscribe to. Here’s how the story goes, in a nutshell…
There are three ways to improve your online business –
- Increase the amount of traffic to your website
- Convert more of that traffic into customers
- Sell more to converted customers
If we take these principles and apply them to offline business the message is the same. No matter what type of business you operate your aim is to -
- Attract attention and bring people in your door
- Convert these visitors into customers
- Then sell more to the established customers since you know how to meet their needs
The mistake many business owners make is that they focus on number one too much – increasing the volume of new prospects exposed to the business. This is fine if you have a well tuned conversion system and a deep sales process that maximizes the benefits gained from converted customers (and of course conversely the benefits converted customers receive from you).
If you presently throw your prospects at a terrible conversion process you should stop. Instead, work on how you take those prospects and convince them your business is worth spending money at. Then go one step further and show those already paying customers more high-valued things you can sell them – tweak your backend sales process.
Once you get step two and three covered, you can throw your energies into step one and drive as much traffic as you want to your business, sound in the knowledge that your systems are working as hard as they can to bring in sales.
While you do need at least some prospects coming in the door in order to test and improve your conversion process, that is not where all your energy, money and time should be spent.
