To increase your sales conversions, it’s essential to apply a mix of proven sales techniques that can effectively engage and persuade potential customers.
From building rapport to creating urgency, each step you take should be focused on understanding your customers’ needs and offering them the right solution. Whether you’re new to sales or looking to improve your skills, these strategies can help you turn more leads into loyal customers.
Let’s dive into some of the most effective techniques to boost your sales conversions and drive growth for your business.
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Dan Bognar, Vice President & Managing Director, JAPAC, HubSpot
“Past sales success relied on doing “more” — more reps, more activity, more technology, more than your competitors. However, tighter budgets, elongated sales cycles, and elusive prospects have rendered the “more is more” approach ineffective.
“Our research indicates that 71% of global sales leaders say their sales teams must now do more with less. This often comes at the expense of forming meaningful connections with prospects. Yet companies that prioritise connections grow five times faster than those that don’t.
“Sales teams must embrace smarter connection strategies and the right technology is critical in achieving that. HubSpot works with scaling businesses to help them grow better, and they all leverage HubSpot because it is easy, fast, and unified.
“When selecting sales technology, ensure it offers AI-powered tools for engagement, customisable deal management, predictive lead scoring, analytics, and efficient prospecting. The impact of using the right tools is clear — HubSpot users report a 28% increase in deals created and a 55% increase in deals closed within a year. Which sales team would not want that?
“For better conversions, focus on meaningful connections and utilise smart, efficient technology to empower teams in a constantly evolving environment.”
Ingrid Maynard, The Sales Doctor, author of The Sales Revolution
“Increasing sales conversions starts before engagement: are you even clear what your goal is by the end of the meeting with the prospect and is your plan to achieve that goal going to get you there? Sales people who continue to wing it in a tighter market are missing out on opportunity. Just because you get A conversion, doesn’t mean you aren’t leaving opportunity on the table. Make sure you uncover the top 1-2 priorities or challenges of the business and align your product or service to those. Otherwise you might have a great offer, but it’s a nice to have rather than business critical. That means you need to ask more questions, and listen more than speak. And you must be armed then with closing techniques. Ask: ‘if working with me was the smartest decision you’ve made this year, what changes as a result?’”
Mark Drasutis, Head of Value, APJ at Amplitude
“Having a great product and a freemium pricing model is an excellent way to encourage people to try your product. However, to convert these users into paying customers and foster long-term growth, it’s essential to identify clear customer signals and usage patterns that indicate when customers are ready to take the next step. We call this a Product Qualified Lead (PQL) – someone who already uses your product, is getting value, and demonstrates a clear intent to convert.
“Visibility into the customer journey is the key to identifying PQLs. This is crucial so you can uncover which behaviours lead to desired outcomes. For example, at Amplitude, we can see when a customer is reaching their limit, building out a greater number of dashboards or events, or raising their hand for a specific capability. Our sales team gets an alert and then starts a dialogue. These types of leads are much more likely to convert.
“For this to be effective, your sales team will need a well-defined playbook to capitalise on PQLs. Training should be in place to ensure the team thoroughly understands which product signals to look for and which actions they should take afterwards.”
Dean Hosking, Chief Sales Officer, Konica Minolta Australia
“A structured sales methodology like heavy metal selling is a powerful way to boost sales conversions. Heavy metal selling is inspired by high-performance disciplines and centres around proactive engagement and consistent, intentional action. It eliminates guesswork by providing clear direction at every stage, from planning and nurturing client relationships to delivering tailored solutions and closing deals confidently.
“Success in increasing sales conversions also requires continuous interaction with clients, even when no immediate opportunities are visible. Regular updates and meaningful engagement will keep businesses front of mind, building trust and loyalty. Actively re-engaging with dormant clients will also uncover fresh needs and opportunities, setting the foundation for stronger relationships and better outcomes.
“Executing each step in the sales process precisely is essential. However, boosting conversions through this methodology demands more than just following steps; it calls for a cultural shift within the sales team. High energy, intensity, and a commitment to mastering the approach are essential. Sales professionals must embrace continuous learning and improvement so that the methodology becomes second nature.”
Anthony Capano, Regional Director of ANZ, Intuit Mailchimp
“Personalisation and smart segmentation can make a huge impact in sales conversions. It starts with breaking down your audience into groups based on things like their behaviours, preferences, or demographics. This approach allows you to craft messages that feel genuinely relevant, building a stronger connection that grabs their attention. When customers feel understood, they’re much more likely to choose your brand.
“Tools that leverage AI for data processing and analytics take this even further by helping you pinpoint the customers most likely to convert and understand the “why” behind their choices. With a clearer view of customer preferences, you can refine your approach and send out communications that aren’t just well-timed but truly meaningful.
“By combining thoughtful segmentation with the power of AI, you’re doing more than just reaching out—you’re building lasting relationships. This leads to more engaged customers, higher satisfaction, and, ultimately, more sales conversions.”
Jeri Wambeek, Chief Solutions Architect at WAO Group
“Whether you are selling products or services, this sales technique is relevant to everyone in sales. The core to successful sales is solving someone’s problem—whether you solve that through a product or service is irrelevant. Today’s customers respond best to a solution-focused approach.
“Start by actively listening to their needs. For instance, if a customer mentions struggling with organisation, suggest how your product or service helps streamline workflows, sharing a relevant success story. Next, focus on how your offering solves their unique challenges. Instead of listing features, relate each one back to a specific pain point. “Sales is really about bridging the gap between the customer’s challenges and a solution that fits,” I always say. If a customer values efficiency, show how your product has helped similar customers save time.
“Ask insightful questions that reveal the customer’s specific needs, like, “What’s been the biggest frustration for you right now?” Show empathy and build trust by discussing how your product or service can relieve those frustrations long-term. Help the customer picture how easily your solution could improve their life. When you approach the conversation as a solution provider rather than a salesperson, conversions happen naturally, driven by genuine value over a hard pitch.”
Sumir Bhatia, President, Asia Pacific, Infrastructure Solutions Group (ISG), Lenovo
“Sales success hinges on understanding and aligning with customers’ goals. No sales tactic can replace a reliable solution that meets customer needs.
“To increase sales conversions, I focus on engaging early with customers to gather feedback and then address it across the business, from product development and marketing to aligning with the right partners. At Lenovo ISG, we prioritise understanding each organisation’s distinct needs and objectives, customising our services to provide enhanced value and position fit-for-purpose solutions. This customer-centered approach has driven our business growth and earned Lenovo ISG a Rising Star title in the Provider Lens™ in the Future of Work Services 2024 report for Australia.
“In today’s volatile environment, adaptability is also key. Our recent strategic partnership with Microsoft, for instance, introduced Cyber Resiliency as a Service (CRaaS), directly addressing data security challenges identified in our Lenovo’s 2024 CIO Playbook. By tailoring solutions to address evolving customer needs, we create compelling business cases that drive stronger sales conversions and deeper client relationships.”
David Dahdah, Partnership Facilitator, The Big Smoke
“You’ve heard the quote “war never changes”, well I’ve got another one for you – “sales is ever changing”.
“My sales experience started pre-COVID, and there’s been some notable changes in buyer behaviours, particularly for service-based industries like consulting and marketing.
“So, techniques change with markets, societal and economic shifts.
“Pre-COVID people would purchase from reputable brands, big brands meant high quality products.
“Through COVID, they turned to real people like influencers and experts for recommendations, highlighting the intrinsic need for connection.
“Post-COVID, people purchase solutions. They research, look for social proof and good reviews to make purchases. Trust has taken a hit.
“Currently the most important tool in my sales kit is trust, and the best way to gain trust is through offering an exchange of value. With every client interaction I’m thinking how I can help them without any transaction taking place. Advice is free, an introduction to a potential partnership could result in a cross-sell, and while expert advice is often met with scepticism, it is ultimately appreciated.
“Offer something of value, gain trust, and be good enough at what you do to retain it.”
Kristian Inglis, Head of Human Resources at Employment Compass
“Building trust and demonstrating value is key for us in converting leads. Businesses need to feel confident that you understand their challenges and can offer the solutions to meet their needs.
“Instead of aggressive or scare based sales tactics, we focus on educating our leads. We explain the common HR issues businesses face, including compliance risks, risks related to certain circumstances or decisions business owners are thinking of making in their businesses. Then, we articulate how our services help mitigate these risks and improve their HR processes.
“We engage potential clients with a consultative approach by asking questions to understand their specific pain points and goals. This allows us to present our services as a direct solution to their individual needs, demonstrating the value bringing on an HR company can have for their business.
“By building trust and providing valuable insights, you become a trusted advisor. This not only drives conversions but also supports creating long-term client relationships built on a foundation of understanding and mutual respect.”
Walter Scremin, CEO, Ontime Delivery Solutions
“All sales techniques are more powerful when focussed on the genuine problem or headache your prospective clients need solved.
“In my area of delivery transport many companies promise the world and cannot back it up. Yet future client loyalty can start from these early sales conversations, by aiming to understand your prospect’s business and their challenges.
“You need a sound offer. For example, Ontime has offers built around improving efficiency and saving delivery transport costs. Your offer might include some kind of benefit on signing up – whether a further discount or a value-add, which is only available for a limited time.
“This offer may be endorsed by existing clients who are prepared to champion your business – you may use testimonials, case studies, or even connect prospects with existing clients who are happy to talk about their experience with you.
“Finally, how can you de-risk their decision to sign up? Consider a limited money back guarantee, or something like a trial period, which will make it easier for them to sign up and hopefully start a fruitful working relationship.”
Del Parsons, Founder, Del Parsons Coaching
“When it comes to increasing your conversion rates, traditional sales training will often focus on how to handle objections and manage the follow up process. All good stuff although it’s very easy to forget one of the fundamental basics of sales and closing – understanding your potential client.
“Sales is about building genuine relationships and truly understanding your potential clients’ needs. It isn’t about pushing for a quick win; it’s about connecting on a deeper level and ensuring that your product or service genuinely meets their needs. To convert more sales you must focus on asking great, outcome focused, open questions. Listening carefully to the answer will allow you to deeply understand their challenges and priorities, as well as checking for alignment and right fit. People do business with people they know like and trust!
“The sales process is also not always linear, there’s usually more follow up than anyone expects! Make sure you don’t get ghosted by locking down the next logical step at each stage. This approach will not only improve your close rate but also lead to stronger, lasting client relationships.”
Steve Baxter, Founder, Mandoe Media
“Competition for discretionary consumer spend during our entrenched cost-of-living crisis is tougher than ever.
“For brick-and-mortar businesses that need to convert foot traffic into sales, leads and enquiries, digital signage displays offer an attractive point of entry into your store.
“Visually appealing signage that is placed where it can be easily seen by passersby, which features legible fonts and colours, and captivating graphics is a key technique that can boost sales.
“Some stats back up the effectiveness of digital signage when it’s done well. For example:
- A remarkable 70 per cent of customers purchase products because a digital sign caught their eye.
- Studies show digital signs lead to a 33 per cent increase in repeat buyers and a 21 per cent increase in customer satisfaction
- Over 60 per cent of consumers say that digital signs influenced them to buy advertised items in place or alongside their intended purchase. This ultimately stems from showing high-quality branded content that engages and persuades – something print media and traditional store signs can no longer compete with.”
Kylie Quirke, Director of Business Development for Asia-Pacific at ReStore
“Increasing sales conversions is about understanding and connecting with customers on a deeper level. One of the most effective sales techniques is active listening. When you truly hear your customers’ needs, concerns and motivations, you’re able to offer solutions that feel personal and genuine.
“Take time to ask questions that encourage a prospect to open up. An example might be asking, “What’s most important to you when it comes to this product?” This approach builds trust and shows you’re there to listen and help, not just to sell.
“Storytelling is another powerful technique. Share real stories about how your product or service has made a difference to other customers. This creates an emotional connection, helping potential clients see how your solution could positively impact them too.
“Finally, focus on adding value at every stage of the conversation. Small actions like following up to make sure a customer is satisfied, show that they matter to you beyond the sale. When people feel valued, they’re more likely to convert and return.”
Kate Crocker, Dark Patterns Consultant and Legal Copywriter, Kate Crocker Copywriter
“When you’re deploying sales tactics to increase conversions, make sure you’re not tipping into the murky world of dark patterns, also known as deceptive design patterns.
“Website dark patterns are elements that trick or manipulate users into doing things they hadn’t intended. For example, the fake countdown timer, or the sale items that are available for a “limited time” without a clear end.
“Dark patterns are illegal in many parts of the world, including the European Union. Australia is considering specific laws against dark patterns, although we already have more general consumer protection and privacy laws.
“Sales tactics are intended to influence a user, so potentially, a sales tactic can become a dark pattern. Critically evaluate your sales tactics and ask:
- Is it intentionally deceptive?
- Does it depend on the likelihood that the user will act in a certain way?
- Is it against the user’s interest?
- Is it difficult for the user to exercise free and informed choices?
- Did you get the user’s consent in a way that may be misleading?
“If you answered “yes” to any of these questions, the sales tactic may be a dark pattern and you’ll need to rethink your strategy.”
Christopher Melotti, Brand Comms Consultant, Content Marketing Advisor, Strategic Copywriter, AI Ethicist Policy Writer & Founder of Melotti Content Media
“The most effective sales technique to increase your conversions is to map out the entire customer journey, from being a stranger to becoming problem-aware, solution-aware, conversion and eventually advocating for your brand. From there, strategically plan content across each stage of this journey to guide (or as sales psychologists say, “nudge”) people to the next stage.
“For instance:
- Generic SEO content can drive general awareness of a problem.
- Case studies and portfolio information provide social proof to drive conversions.
- FAQ content can nudge people from curious to interested.
- eBooks can help people transition from problem-aware to solution-aware.
- User-generated content can nurture customers into brand advocates.
“By aligning specific content types with each stage, you can effectively guide potential customers through the journey, increasing your chances of converting them into loyal advocates of your brand.”
David Sedighi, Chief Operating Officer, VoltX Energy
“At VoltX Energy, we believe building meaningful customer connections begins with a consultative approach. In our industry, the complexity of home battery installations means customers have unique pain points and varied journeys. By concentrating our sales techniques on understanding these individual needs, we create a relationship where customers feel heard, supported and ultimately more confident in their decision-making.
“Here are some ways VoltX Energy achieves this:
- Personalising each interaction: One of the most effective techniques we use at VoltX is adopting Customer Relationship Management (CRM) tools to personalise each interaction we have with customers. With hundreds of daily touchpoints, CRM technology enables us to track and adjust the customer journey seamlessly, ensuring each exchange remains relevant and personal.
- Personalised emails: Unlike businesses that rely on a generic templated email series, we use personalised emails tailored to address specific inquiries or stages in the customer’s journey, creating a more impactful and customised experience.
- Testimonials: Our commitment to transparency has been pivotal. Early on, gaining customer trust was a challenge due to the “new” nature of harnessing solar and battery energy, but by proactively gathering and showcasing testimonials from satisfied clients, we’ve been able to establish a strong reputation. This layer of social proof reassures prospective customers and further boosts conversion rates by reinforcing our reliability and expertise.”
Elise Balsillie, Head of Thryv Australia & New Zealand
“Converting leads into paying customers is both a science and an art. Amidst economic pressure, getting sales across the line and ensuring you are achieving your business goals can feel like a challenge.
“Here are a few of my tried-and-tested techniques for turning a ‘maybe’ into an enthusiastic ‘yes!’
- Focus on solving a problem
Customers don’t want a sales pitch, they want a solution. Lead qualification is one of the most important sales skill sets. It requires active listening and asking questions to drill down to the core problem a customer is facing to match them with the perfect product or service. If the sale doesn’t genuinely solve a problem, it’s better to move on than risk a dissatisfied customer. - Nurture your relationships
Existing customers are more likely to have a higher spend and frequency than newly acquired customers. Upselling to customers who are already familiar with your brand and have high trust is an effective way to increase your sales conversion rate. This is why it is crucial to nurture relationships with customers – whether through communication, adding value with marketing offers or a consistent sales follow-up – the more engaged with your customers you are, the better your sales will fare for it. - Make technology do the legwork
This is the single, best piece of advice I can give small businesses wanting to improve their conversion rates and that is to leverage technology. A customer relationship management tool (CRM) can help to gather your customer data, build a comprehensive profile of every lead and automatically track customer interactions in one view. Despite this, 40 percent of companies still don’t use a CRM at all. If you aren’t using a CRM to store customer data and automate your sales process, you are missing out.”
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