4 Scientifically-Proven Tactics That Convert Leads Into Clients

How to convert leads into clients, when you know the science behind a successful conversion strategy, is a no-brainer.

Happy chemicals create happy prospects, and happy prospects convert into happy clients. In the turmoil that is 2020, creating happiness should be a priority. Negative thoughts never result in a positive outcome.

Whether you’re a small business owner or professional service provider, your positivity has a direct correlation to the outcome of your sales conversations. Knowing the science behind happiness will give you the tools and confidence to elegantly convert leads into clients.

What is the happy science that converts leads into clients?

Loretta Graziano Breuning PhD describes the science of ‘happy chemicals’ in her book Meet Your Happy Chemicals. She identifies dopamine, serotonin, oxytocin and endorphins as the chemicals that produce happiness.

“You can manage your happy brain chemicals when you know how they work in the state of nature”, Ms Breuning wrote.

When you lead a conversation that puts your prospect in their happy place, it’s almost impossible for them to say ‘no’.

1. Put prospects in their happy place

When a prospect believes your product or solution will meet their needs, they experience an increased level of hope and dopamine is released. Delivering a perfect elevator pitch, setting expectations and skilfully overcoming sales objections that meet the client’s needs will release a dopamine hit for them.

Think about the feeling you experience when you sign on a new client. Create an environment that produces that feeling and easily nail every sale.

2. Make prospects feel important

Making someone feel important is simple – dress respectfully and enter the meeting with a warm smile.

Serotonin is released when you present professionally, smile, speak confidently like a doctor, are empathetic and helpful. Starting the conversation with a perfect elevator pitch, will set your prospects expectations and position you to convert your lead into a client.

3. Be easy to understand

A message that is clearly articulated and delivered with confidence will release endorphins, in you and your prospect. Endorphins inspire confidence and reinforce the decision your prospect is about to make – sign on as a client. Another strategy is to laugh. Happiness in a natural catalyst that converts leads into clients. When you’re calm and connected to the conversation, your prospect will feel the same.

4. Share the love and win clients

When your words and actions encourage trust the chemical of love, oxytocin, is released. Trust is gained by shaking hands (or touching elbows in 2020!), often smiling and maintaining respectful eye contact.

When you explain what you do, and it is crystal clear, this gives a fabulous dose of Endorphins to your prospect, leading them to feel inspired in your presence.

Harness happy science to convert leads into clients

When you are conscious of your Affective Influence, your ability to convert leads into clients through feelings, values and emotions will transform.

It doesn’t matter if you’re the most talented thought leader or business coach in Australia; no one will buy your services unless you affect them emotionally.


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