I’ve said it before and I’ll say it again, regardless of what industry you are in, you are actually in the business of sales.

And the process of selling involves a series of events all linked together. If your sales aren’t what you believe they should be, chances are there’s a weak link in your business and your sales process.

Determining where that weak link lies is critical. So, let’s look at the key areas where there’s likely to be a weak link in your business…

Whether you’re talking marketing or foot traffic, there’s one critical measure in business that separates the could haves and would haves from the actual figures – conversion.

Through all stages of the customer journey, conversion is the key metric, and it helps you define just how successful your business is at taking a potential client from a ‘maybe’ to someone who actually puts their hand in their pocket to spend.

So, while it might not be as popular as marketing or even missions, values and goals, let’s get down to the nitty gritty and talk about customer conversion.