The Conversion Code. Крис Смит

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Introduction: How I Created The Conversion Code

      The Conversion Code is a step-by-step guide to marketing and sales that will grow your business faster. The outcome for those who follow it is the highest lead conversion rate possible.

      Doing what is outlined in this book will get you better website traffic, a larger email list, higher-quality leads, and more social media followers.

      Most important, you will close more sales and make more money.

      I did inside sales for two different billionaires during my career: Dan Gilbert and Lou Pearlman. Gilbert is most notably the founder of Rocket Mortgage (formerly Quicken Loans) and owns the Cleveland Cavaliers. Pearlman notoriously made household names of Britney Spears, *NSync, and the Backstreet Boys.

      I've got a decent three-point shot and occasionally sing in the shower, but they didn't hire me for those skills. Instead, I was an elite-level salesperson for their billion-dollar organizations. I called tens of thousands of internet leads for them from their boiler rooms.

      At Quicken Loans for Gilbert (It was called Quicken Loans when I worked there. Now they are named Rocket Mortgage, but for the book, I will refer to them as Quicken Loans because that is what it was called when I was employed there) I sold mortgages (when interest rates were over 7% and the housing market was crashing).

      At Fashion Rock, I sold event vacations in Orlando for Pearlman, where talent agents were (sort of) looking for the next big thing. Like a pre–American Idol.

At both companies, I sold over the phone from a cubicle. I was dialing for dollars. I called people who had requested more information online (or through a radio or TV ad). I was given a name, a number, and a phone. My job was to call the leads and close them that day, including getting their credit card number.

      For the loans I wrote, I even had to get the lead to give me their Social Security number over the phone, within the first five minutes of the call. Plus, I had to get them to sign a good faith estimate electronically (or fax it back). Remember, this was long before anyone had ever heard of things like DocuSign.

      In fact, for most of the people I helped refinance their mortgage, it was the first time in their life doing so without physically going into a bank or credit union and getting help from a person. Nearly everyone I spoke to was skeptical, and many even thought it was a scam.

      In The Conversion Code, I'm going to teach you exactly what to say and when to say it, so that day in and day out, you convince people to buy from you. There is a sales script in Section Three of this book that works so well and is so easy for you to use that it should almost be illegal (spoiler alert: some of what I learned at Lou Perlman's company was).

      I'm also going to show you how to do marketing so that it generates higher-quality leads that are easier for sales to convert. I will walk you through how these billionaires' companies filled their funnels using ads focused on turning leads into clients fast.

      What you will learn in this book gives you an unfair advantage.

      Taking what I learned doing inside sales (the legal and ethical parts) for Gilbert and Pearlman, I landed an outside sales job with Top Producer, which was owned by Realtor.com. I taught real estate agents how to use mobile apps, email marketing, videos, and social media to get more listings and grow their brands. Then I would do a sales pitch at the end.

      At the time, Realtor.com was the most popular website to search for homes. Zillow and Trulia were still relatively new to the scene and were second and third. Top Producer was the most used CRM in the real estate industry. Think Salesforce, but for Realtors.

      To start, I drove to two offices each day throughout the state of Florida and sold marketing and sales software to real СКАЧАТЬ