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TSE 1146: 3 Core SEO Principles To Help Increase Your Inbound Sales


There’s no greater gift you can give to a seller than leads so we’ve uncovered 3 core SEO principles to help increase your inbound sales

We’re working to unite the two warring departments of sales and marketing. Kyle Carney has a passion for helping businesses grow and he does that with principles that help organizations earn inbound leads as fuel for growth. 

Lead generation mistakes

Many businesses chase after the wrong keywords in their SEO efforts. They know their industry and their target market but they pursue vague SEO terms. If, for example, I search for “new homes,” that could suggest that I’m looking to buy, or to build, or to discover what a new home costs. 

Businesses can improve by being more strategic in their efforts. So instead of searching for “new homes,” they can work to rank for “new home builder in Colorado.” That strategy is crucial for online success because that generates traffic that has qualified itself before the conversation even begins.

Google knows everything. It knows where you are, so if your website indicates the area that you’re serving, it will figure that out. 

One: Get your website right 

The messaging on your website has a huge impact on your inbound sales. We must make sure we get the right message in front of the right clients so they qualify themselves prior to beginning the conversation. 

When we do, the work becomes like fish in a barrel because prospects come to you and say, “I saw this on your site and it’s exactly what I need.” 

Building a website with proper messaging for the right audience allows your prospects to move themselves down the funnel. #SEO

Improve your site

Sellers wear a lot of hats and sellers have the ability to influence anyone. If we want to increase our bottom line, it’s in our best interest to connect with the marketing people and convince them of the importance of a smooth website. 

  • Work toward a mobile-friendly site. Most sites are, but there are small tweaks that will make your site operate faster. If the site isn’t designed correctly, it will run slowly which will affect your rankings. 
  • Identify the things your customer wants by understanding how they find you. If they find you online, ask what they were searching for. You’ll discover actionable information that will help you refine your website.
  • Find keywords that match what you do. Strive for specific, clear intent. 
  • Be data-driven. Find the search volume for keywords to help you decide on your messaging.

Rank for the right things

Most of the data about search content is freely available using tools like Google Keyword Planner. Initiate a conversation with the marketing department to ensure that you’re ranking for the right phrases. If you’re ranking for phrases that no one is actually looking for, it will do nothing for you. 

Once you’ve got the website functioning smoothly, you’ll focus on converting those prospects using content. 

Two: Generate content

This isn’t a reference to a basic 300-word blog. It’s quality content that focuses on answering their key questions and includes every type of content. 

If every seller would create videos to provide information, the potential would provide to be unreal. Create videos. Write blogs. Answer frequently asked questions. 

Block out 15 minutes to create content daily, even if you have to do it during lunch. It’s arguably one of the most valuable exercises a salesperson can do.  

Write down every question people ask you and rank them from the most common to the least. People frequently ask “How long does it take for SEO to work?” SEO is kind of a nerdy topic that many businesses don’t think about. Once they address it, they often want to know how long the results will take, so he wrote a massive article breaking the process down.

He didn’t intend to sell anything, but rather to provide quality information. Within a couple of weeks, people reached out to him asking if they could share it. Then, he landed on a list of 25 top Internet marketing articles worldwide, and he was surprised by the fact that people were even able to find him. 

Kyle points to The Go-Giver as a book that changed his perspective and motivated him to enrich the lives of the people who engage with his content. Now he uses the article during conversations as a source of information he can share with people. 

The article set him up as a thought leader and authority on the topic of SEO.

Think long term

SEO is a long-term game. It’s a process that won’t happen overnight. If you use it effectively, you’ll see results. 

The challenge, Kyle said, is that many sellers have huge lists of content they’d like to create but because they have big deals on the line, they have to prioritize those deals because that’s money in the bank. It’s difficult to prioritize stuff that doesn’t pay off immediately. 

In the long run though, you’ll make so much more money if you can generate content and videos consistently.

Kyle is a big proponent of YouTube but he recommends doing whatever is easiest. Just do something. It’s much better to do something than to wait forever for the perfect opportunity. Use whatever you currently have available. 

If that means starting from scratch, YouTube is a great place to start. It’s a massive search engine all its own. Your videos don’t have to be long, and you can even hire people to create them for you.  

Three: Make quality connections 

Kyle points to the hybrid approach as the best method of conversion. Provide gated content as well as free, accessible content. Create, for example, an amazing guide to the top 10 things to know about your business, and then ask for an email to access it. Connect that to your CRM so you’re providing something valuable that benefits your audience. You’re getting something and they are getting something in return. You’re getting a warm lead and you have an opportunity for a simple follow up. 

  • “I saw that you downloaded our guide. I’d love to answer any questions you have or hear any insights you had from a business owner’s perspective.” 

Then, use your CRM to determine what pages your visitors are seeing on your site. If you can track where they are going on your site and determine what things they are reading, then you can ask them to use this information in your sales process.

People are thirsty for knowledge, so if you can be a resource that answers their questions, it will build a foundation of trust. 

Give your prospects something specific they can apply to their own situations. In my case, I might ask prospects to try sending five emails to see what kind of results they get, or to test LinkedIn connections. Keep it simple. Don’t ask them to read a 500-page SEO book. Give them a quick win.  

Leverage your connections

As you’re out in the world networking, you’re developing key partnerships and mutually beneficial connections. Leverage those opportunities. 

If you’ve written something valuable, ask the people around you to share it. Then, offer to serve those connections as well by volunteering to write an expert blog post on their site. Tell them you’re only asking for a small linkback. It involves writing and proactive outreach, but the payoff is huge. 

The Internet is a popularity contest, and Google works the same way. When more websites talk about your website, that suggests to Google that there’s something valuable for its searchers there. Google will bump it up in the rankings.

It isn’t glamorous work but it can be very impactful. Instead of working to leverage random contacts, you’ll focus on the ones you’ve already built. 

Social media can be powerful for reasons beyond those that we already know about. If you give someone a shoutout on social media, that doesn’t necessarily improve their online visibility, but if you’re an influencer within your network, it provides credibility and it may drive people to visit. 

Write down the questions that people ask you every day and then provide answers to them. Provide the information people are looking for. Don’t hide behind a curtain and don’t keep trade secrets. 

“3 core SEO principles” episode resources

You can connect with Kyle at or on LinkedIn. He calls himself an open book and says he’s happy to educate people about SEO. If you simply have a question to ask, reach out to him on social media. 

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

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The Psychology of Marketing, Chris Dayley, Conversion

TSE 798: The Psychology of Marketing & How It Relates to Your Conversion Rate

Most businesses know their target audience. They probably know their customers’ pain points and they think they know how to influence their customers. Most businesses overlook the psychology of marketing that will help them convert those customers.

In today’s episode of The Sales Evangelist, Chris Dayley talks about the psychology of marketing and how it leads to more conversion.

Limited time

Research suggests that users to new websites spend 2-3 seconds making decisions about the information they find there. Does it feel credible? Is it relevant? Much of the decision-making happens subconsciously.

As a result, it’s critical in those few seconds that you are clear and deliberate in your messaging and that you don’t distract. Don’t make the mistake many companies make of shoving too much information on your users.

The existence test, for example, involves systematically removing things from your page to determine if any of the components are distracting your users. Dayley shares that most pages he tests have at least one distraction that is hurting the conversion rate.

Psychology of marketing

Understanding your target audience’s needs is one thing; communicating with them on your website is totally different.

In both sales and marketing, you must sell people on value. If you can build value, you have a better chance of conversion.

Additionally, the value you offer must be worth the cost to the user. Is your value proposition worth an email address? A phone call?

Note, too, that if your site requires users to dig to find your value proposition, it likely won’t help the conversion process.


No salesperson does the same sales pitch for their entire lives; it constantly evolves as he determines what works well and what doesn’t. He adjusts his message based upon the pitch.

Don’t assume you know what is best for your audience. Be willing to be proven wrong and try different approaches, even when your content is performing well.

Be willing to challenge assumptions.

Episode resources

Chris Dayley helps businesses test their websites and their content. Using design principles, psychology, user information, and loads of other details, he helps businesses create websites that will convert.

Find Chris designed a free A/B Testing Starter Guide at to train the new people at Disruptive Advertising, and he offers it free to users who would like to try A/B testing.

If you feel stuck in your own silo and you’d like to learn more about marketing so you can better align with others in your company, check out The Sales Evangelist Hustler’s League, an online group coaching program for sellers of all levels.

We’ve been in your shoes before and we want to help you become more effective at qualifying leads without spending a fortune on quality training.

Tyler Welch, Donald Kelly, The Sales Evangelist

TSE 404: Sales From The Street-“Using Phone To Convert Sales”

What can you do to better convert your leads during phone conversations?

Taylor Welch, Donald Kelly, The Sales Evangelist Today, let’s talk about perfecting your phone sales or at least fine-tuning your phone sales skills so you can do way better at it, get the right clients that you want, and get more closes.

Our guest on today’s episode is Taylor Welch. He is an entrepreneur and the Co-founder of Traffic and Funnels where he runs the copywriting side of things while his partner is in charge of paid traffic – a perfect fit! They work with service-oriented clients through a consultative coaching approach. They basically build funnels to produce inbound clients, applications, prospects, and help them build a system that can do a lot of the heavy lifting of the sales process.

Here are the highlights of my conversation with Taylor:

Taylor’s coolest sales experience when he was the customer at a Lexus dealership

The biggest mistake people make with converting online leads through phone:

Getting on the phone with the wrong people

The people who invented the “direct response” world didn’t get motivation from writing the most potent copy ever, but it was to get in front of the right people. Choose a hungry market and a starving crowd. Repel the wrong people so you get on the phone with the right ones and not spend time deluded with the wrong type of market.

How to repel the wrong people:

  1. Be specific and on purpose about the type of clients you want to work with.
  2. Make them sell themselves into buying your product/service.

Let them apply to work with you to see if both of you are a great fit or not. Someone spending time and investing time with you, your brand, and your company is a prerequisite to them buying from you. Flipping it around where they fill in the application and there’s a chance they’re going to get rejected, they would sell themselves into buying something.

The next steps:

  1. Ask questions and figure out people’s challenges, their goals, and is it realistic that you can help them.

Cancel clients who are bad fits upfront shows that you respect their time. Then you make room for more people who might be a good fit. Using a script as a guide, get all information and things that people don’t want to talk about like their revenue numbers.

Your job is not to sell them but to help them make the right decision for their business and their life. You can’t do that without knowing some details behind where they are.

  1. Find out what is holding people back and what’s keeping them from hitting their goals.

What’s stopping them? The people who fight their way back from that always buy.

  1. Get people to be empowered at the end of the call to decide on what they need to do.

It’s a win for you even if they say no. That means you won’t have to work with people who are not the best fit. Don’t pressure people to make a decision on the phone.

Strategies for following up:

  1. Set up the following meeting on your first call.
  2. Show people you’re as authentic and integrity-minded as possible.

** Taylor’s company asks for deposit for clients to show they’re serious and they’re not screwing around. They make that deposit refundable so at the end of the day, they’re working with people who are at the top of the game and not just making the decision to work with them because they didn’t want to lose their money. They also don’t make time-based pricing because at a certain point it becomes unethical.

Strategies for doing phone sales:

  1. Start your day with rituals that keep you consistent.

Whether you do visualizations, affirmations, or readings, when you do these, you carry confidence with you the rest of the day.

  1. Be able to control how you feel about the process.

The big thing is mental. If you can control that, then you’ll be better at closing.

Taylor’s Major Takeaway:

Control how you feel about the game by insulating yourself with those rituals. It’s so rare for someone to have the consistency in their morning rituals. Even evening rituals determine how you start the next one. Be consistent.

Episode Resources:

Check out their website and watch their interesting video about how to position yourself and create the “velvet rope” system as well as their KPIs and some behind-the-scenes into their personal funnel to see how it works.

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