Prospects are simply described as the entire group or category of people that fall into your target market, are qualified, and are capable of buying your products and services.

For example, say you sell quality men's perfumes. Your prospects will be the high-class men in the area, who can comfortably afford to buy your perfumes.

How Do I Identify Prospects?

Simply put, your prospects:

• Are a complete match with your target audience. You will find your prospects in your target audience.

• Must be qualified to buy your products/services. They should need your product or service.

• Should be capable of buying your products/services. If your products are not affordable to them, then they are likely not your prospects.

What Challenges Can I Expect in Converting Prospects?

One major challenge businesses face in converting prospects into paying customers is conversion aversion. Some prospects are just naturally averse and reluctant to convert into paying customers. This might be because they just don’t want to go through the hassle of ensuring that your sale meets their expectations, or they are simply not ready to become customers.

What are the Reasons why I am not Converting Prospects?

These reasons mainly apply to those businesses which have a business website or an official page where they promote their brand:

1. Poor designs:

When prospects visit your business website or online page, the first images and icons that pop up on their screen matter a lot. If these images and icons are poorly designed (that is, having dull colours, not captivating enough) and overcrowded on the screen, the prospect might immediately lose interest and leave your page.

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2. Disconnecting keywords:

Keywords are what drive prospects to your business page or website. Your prospect might have gotten interested in your business simply by seeing a keyword on one of your fliers or other advertisements. The prospects will immediately leave your website when they find out that the keywords which they look for have been completely choked up and drowned in a huge pile of unrelated information.

3. Excessive use of jargon:

When communicating with your prospects, you must use words and simple sentences which they can easily understand. Using your business industry jargon or other seemingly complex terms while conversing with them can completely put them off.

4. No online interaction:

Say you put up an article or a post about your business products and services online and you don’t open up the floor for comments, or contributing ideas. Prospects that come across the article/post will have no way of communicating with you. They will only read the post and leave your page.

5. No call-to-action:

While interacting or after interacting with your prospects, you must leave behind a call to action. This call-to-action virtually shows them what to do to convert into paying customers. This call-to-action should come after you must have created a strong desire in the mind of your prospect to want to buy your products/services.

Without a call-to-action, you can be almost certain that your prospects will never convert to paying customers.

6. No/Poor optimization:

Regarding your business page, it will easily put prospects off when it is not optimized to suit their experiences. Your business page might be overcrowded with too much information, or missing some key tools (for example, a search bar, which will help prospects easily navigate through your website). Your page might also be lacking direction, that is, it is not clear what you want your prospects to notice.

7. Lack of Trust:

Some prospects will simply not listen to you because they don’t trust you or your business. This is because they are yet to see a reason or a social proof why they should trust you.

How then do I convert my prospects?

Having an insight into these 7 reasons will give you a glimpse of how you can convert your prospects into paying customers. You should look to build the trust of your prospects, optimize your business page/website, include appropriate calls to action, and avoid using jargon when communicating with them.

Conclusion

These 7 reasons might explain why you are recording a low conversion rate of your prospects. To better improve your prospects' conversion rate, you should consider tackling these 7 reasons.

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