Posts Tagged ‘focus’

As 2009 begins to blasts into 2010 I’ve been thinking a lot about how to do more with less, on how to focus on the most important, and on how to let good things not get done and instead focus on the getting the best things done. I hear over and over again, “We need more visitors to our site” or “We need to get 20,000 visits per month and we’ll be all set.” Lets step back a bit and think about what those visitors mean to the business.

If my website gets 100 visitors today and I sell my product or service to 2 of them, then my conversion rate is 2.0%. Could I get this conversion rate up to 4.0% and sell twice as much stuff with the same amount of visits? In a word, yes. This can be accomplished by optimizing the conversion process on the website. The folks over at Conversion Rate Experts have a great “free” article that includes 108 things you can do to improve your conversion rate. All 108 are very insightful and worth the time to read.
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It seems as though nearly all successful entrepreneurs paid their dues as a salesperson at some point in their careers, I’m no exception! Years ago I paid my “sales” dues as a financial and insurance specialist with Allstate Insurance. At the time Allstate seemed to focus mostly on new business sales, as was indicated by the compensation differentiation from new and retaining business. It was always frustrating to me as a salesman to have very little of my compensation linked to keeping my customers around long term.

Being a loyal Allstate insured, I’ve noticed a pretty dramatic shift in Allstate’s focus to retention efforts instead of primarily on new business, over the past several years. This is a very wise step for any business to take. Current clients/customers are the most important aspect of our business, it is these customers that allow us to plan for the future and have some security in a troubled times.

Now I’m not saying that new business is bad, in fact the contrary is true. But in my opinion current customers are the most important aspect of any business.

Focus or Fail. You Decide.

Image Credit: www.lowhangfruit.com