The Simple 4 Step Process to Increasing Sales Conversions

Do you hate sales conversations?
I used to.
Whenever someone asked about my services, I’d enthusiastically describe what I did, but I had no clue how to convert that exuberance into a sale.
If I tried, I wound up sounding apologetic and uncomfortable.
Those conversations never led to anything other than my own embarrassment and fears about whether I’d ever be able to meet my financial goals.
I finally found an amazingly effective selling technique, which I learned about as a participant in Michael Port’s Book Yourself Solid School of Coaches.
What I love about it is that it doesn’t require following a script, using gimmicky closing techniques, sharpening my skills of persuasion or planting subliminal messages in my marketing.
The key to this super simple selling system depends on knowing that you’re speaking to the *right* person.
Recognizing who that right person is becomes easy once you’re crystal clear on who you’re serving—your target market—and what are the biggest results you generate for them.
Pause for a second and create your “WHO and DO WHAT” statement.
Who do you work with and what are the biggest benefits you provide for them?
Here’s mine: “I help service professionals get more done in less time.”
I know I’m speaking to the right person if they have a service-based business and aren’t progressing as fast as they want to, because they have to handle way too much in the amount of time they have.
Once you know you’re talking to the right person, all you have to do is guide them through this graceful four step process:

1. Ask them about their goals

What are they working towards?  What are they trying to achieve?
In my case, people answer: “I want to take my business to the next level,” or “I want to finally have the freedom I was aiming for when I first started my business,” or “I’ve got to create a more-or-less balanced schedule.”

2. Clarify what their success will look like

How will they know that they have achieved success?  What will be the signs?  How will it make them feel?
Here is what I hear a lot from my clients: “I’ll know I’ve reached my goal when I double my income,” or “when my to-do list stops choking me,” or “when I stop putting my business before my husband and our baby,” or “when I can make dinner that doesn’t start with opening the freezer.”

3. Find out if they’d like someone to help them achieve that success

Do they have a plan?  Do they know what steps to take?  Can they do it by themselves?

  • If they say that they’ve got it handled, wish them all the best and stay in touch.
  • If they say that depends, clarify what it depends on.
  • And if they say that they’d like some help, ask them the next question.


4. Ask if they want that person to be you

Give them a feel for what it’s like to collaborate with you and address their concerns from the previous questions.
You really want to show them how you can help them make their dream scenario a reality.
Note that this isn’t some generic script.
It’s an underlying structure—a system—for naturally and tactfully generating sales.
Is a sale a guaranteed?  Of course not.
However, you can bank on the fact that this kind of conversation will leave both you and your potential client feeling empowered and excited.
Because you’re having a genuine exchange that allows both of you to shine, an exchange that makes it easier for you to be in sync with each other.

Challenge: In the comments below, share your one-sentence “WHO and DO WHAT” statement (who you work with and what you do for them).



Natasha Vorompiova

Founder at Systems Rock
Natasha Vorompiova is the founder of SystemsRock, Certified Quiet Power Strategy Coach, and creator of Systematic Success 2.0.Her clients are small business owners who start their businesses with passion and a desire for freedom, but find themselves stuck and buried in day-today operations.Natasha creates systems that ensure clients get more done in less time and pave the way for greater profits and long-term success.

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  1. vera

    wonderful post.

    I always want to find out about their goals and then i want to find out about their needs. let them know our strength and show them where the future is. and i always close the sale. closing the sale is always the hardest part. there is a saying in China,’it’s the hardest thing in the world to get money out of the other person’s pocket.’ everything is perfect until it’s time to pay. 🙂

    • Natasha

      Sounds like you have it handled, Vera! The designs on your site look magnificent!

  2. Hannah De Dios

    Great ideas, I am going to keep these on a paper close by to refer back to! As for my statement: I help Latina women business owners bring their business online and become educated in English & computers. Still working on the website and getting my blog schedule nailed down but I am getting there! Would you say you use these on social media engagement as well?

    • Natasha

      Congratulations on your business, Hannah! You can absolutely use that statement when you introduce yourself on social media as well as on your social media profiles!

  3. Bia Plake

    Thank you Natasha for making me think about that. I am still trying to find the right answer for these questions, but I think I work for people that want to buy unique and meaningful jewelry and accessories. I provide a beautiful line of products made from a rare natural fiber from Brazil, called Golden Grass. Each piece is handcrafted by the villagers and they sell them at fair trade prices to improve their quality of their lives.

    • Natasha

      That’s so wonderful, Bia! I’m sure your pieces reflect the inner beauty of the ladies who wear them! And sounds like you also support the people of Brazil. What a great mission!

  4. Laura Wallis

    Great post, Natasha! Love, love, love the idea of leaving the client feeling empowered and excited. I always work on leaving my clients with this feeling, and it is great to hear you talk about how you can “bank” on the fact that this type of conversation is so powerful.

    • Natasha

      Thank you, Laura! Happy to hear you take care of your potential clients in that way. Comes a long way! 🙂

  5. Nicole

    I love this clearly written post! As more of a “right-brained” person, I truly appreciate having this mapped out so succinctly! Here’s my WHO and DO WHAT statement: I make it easier for busy gluten- and grain-free families to put healthy dinners on the table.

    • Natasha

      I’m so happy you found the post useful Nicole!
      WOW! The recipes on your site are mouthwatering! And what a great use of images! Stunning!


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