What's the No1 rule of sales and marketing?

“Conversion is the No.1 most important focus when it comes to Sales or Marketing.” - Nagui Bihelek

In the bustling world of sales and marketing, where the air is thick with strategies on lead generation and the internet is swarming with marketing companies promising the moon with their social media prowess, there lies a pitfall so vast that many businesses fall into it, only to emerge broke and bewildered. What could possibly be the cause of such downfall? The answer is simpler than you might think, yet profoundly significant: Conversion.

Now, before you nod your head in agreement, thinking, "Of course, conversion is key," let's delve a bit deeper. It's not just about the conversion rate you achieve when a prospect is sitting across from you, ready to be pitched. That's merely the tip of the iceberg, known as your closing ratio.

Let's embark on a journey to truly understand the essence of conversion:

Firstly, ask yourself, how much time and effort have you dedicated to testing different messages to discover the one that yields the highest conversion? Have you conducted enough experiments to pinpoint your ideal target audience? These questions are not just rhetorical; they form the bedrock of your marketing and sales strategy.

Imagine testing 1,000 outreach scripts and headlines to unearth that one golden headline that ensures at least a 10% interest from your ideal target audience. This rigorous process involves testing 100 variations at a time, pitting the winner against a new contender, and repeating this cycle at least 10 times. It's a quest to find that perfect message that resonates with your audience, compelling them to engage with your Website, Funnel, and Blogs.

Despite the allure of quick fixes and silver bullets that many marketers might sell, the truth is, there is no magic solution. After four decades of navigating the marketing landscape, from traditional ads to the latest social media trends, I've learned that the only way to achieve true conversion success is through meticulous testing and optimization, a task that no one else will do for you.

Next, it's crucial to identify the right medium for your message. Where does your ideal client spend their time? Is it Instagram, Facebook, Tiktok, LinkedIn, or perhaps somewhere unexpected like local park benches? This step is about finding where your product or service naturally fits and where it can thrive.

At this point, you might be thinking, "This sounds like it could get expensive." However, consider this: investing in this process will ultimately save you a fortune. Countless businesses have squandered years chasing after the next big thing, only to give up, having never measured their efforts or learned from their experiences.

Approach marketing as if it were a science project. Allocate a budget for each experiment. This methodical approach is not only the fastest route to success but also the most cost-effective in the long run.

Now, you might wonder, "How do I track and improve my efforts?" Here lies the importance of analytics. By meticulously tracking the performance of each brochure, email, and medium, and analyzing how many steps it takes to convert a lead, you can gain invaluable insights into what works and what doesn't. This data-driven approach allows you to refine your strategies, improve your conversion rates, and ultimately, achieve your sales and marketing goals.

To succeed in this endeavor, follow these recommended steps:

1. Test Rigorously: Don't settle for the first message or medium you come across. Test various messages and platforms to find what truly resonates with your audience.

2. Track Religiously: Implement analytics to monitor the performance of your strategies. Understand what metrics matter and keep a close eye on them.

3. Iterate and Improve: Use the insights gained from your tracking efforts to refine your approach. Don't be afraid to pivot or tweak your strategies based on data.

4. Stay Patient and Persistent: Success in sales and marketing doesn't happen overnight. Stay committed to the process, and don't lose heart if results don't come immediately.

By embracing these steps and focusing on conversion as the cornerstone of your sales and marketing efforts, you can navigate the complexities of the digital marketplace with confidence and achieve sustainable success.