While a sale is always the ultimate conversion, generating a lead is the next best thing. By creating an “intermediate conversion” measurable opportunities are created that didn’t exist before.

An “intermediate conversion” is simply offering an opportunity for a prospect to request more info, discounts, membership into a community, survey info, opting-in to a list or in some other method to indicate interest.

Offers must provide real value to the customer and have little or no barrier to entry — which includes the amount of information that prospects must provide in order to receive whatever it is they are requesting. 

It’s a simple step that many forget about or choose to ignore in the rush to closing a deal. Marketers can not only generate more leads, but can also learn a great deal about their prospects and what their interests are. It provides the opportunity to open a conversation with their prospects and find out what’s really on their minds. Understanding why a prospect chooses NOT to become a customer can often be more valuable to a marketer than why they do.

Additionally, allowing prospects to self-select into specific segments and areas of interest they are indicating which topics might interest them for follow up contacts. In short, it provides another opportunity for the marketer to get to know their prospects better, begin a relationship and can potentially fill a pipeline with new prospects that might otherwise have been lost.

Interim conversions are a basic, measurable, knowledge gathering, customer-centric marketing practice that’s a win-win for everyone — but it’s a sometimes overlooked solution. 

Let us know what you think.

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