Smith - The Conversion Code

This book is printed on acid-free paper.

Copyright 2016 by Chris Smith. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data is available.

ISBN 978-1-119-21188-4 (hardback)

978-1-119-21189-1 (epdf)

978-1-119-21190-7 (epub)

Cover image: Mike Mangigian

Cover design: Wiley

Internal Graphics & Charts: Mike Mangigian and Allie DeCastro

Edited by: Steve Smith

The Conversion Code is a new blueprint for marketers and salespeople that shows you how to capture and convert Internet leads into closed sales at the highest rate possible. Using my exact code outlined in this book, you will immediately get more website traffic and more Internet leads, but, most importantly, close more sales.

During the last decade, I worked inside sales jobs and have called more than ten thousand Internet leads. I even worked for two different billionaires: Dan Gilbert and Lou Pearlman. Gilbert is most notably the owner of Quicken Loans and the Cleveland Cavaliers, while Pearlman sadly/impressively made household names of Britney Spears, *NSync, and the Backstreet Boys. I've got a decent three-point shot and I love to sing in the shower, but they didn't hire me for those skills. Instead, I was an elite-level inside salesperson for their ten-figure organizations.

At Quicken Loans for Gilbert, I sold mortgages (when interest rates were over 7 percent and the housing market was crashing). At Fashion Rock, for Pearlman, I sold event vacations in Orlando, where talent agents were (sort of) looking for the next big thing. Like a pre-American Idol, American Idol.

At both companies, I sold over the phone from a cubicle (dialing for dollars Boiler Roomstyle), calling 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 also had to get a contract signed and get the lead to give me their Social Security number over the phone within the first five minutes of the call.

In The Conversion Code I will teach you exactly what, when, and how to say things over the phone to people so that day in and day out you convince them to buy from you. In fact, the sales script in Section Three of this book works so well and is so easy for you to duplicate that it should almost be illegal (spoiler alert: some of what I learned at Lou Perlman's company actually was).

You will indeed feel like what you are learning in this book gives you an unfair advantage. It does. I often stop as I am teaching the code to remind myself that while it does feel amazing to be so good at inside sales that you can quite literally sell anyone anything, you also need a Spider-Man mentality: With great power comes great responsibility.

Taking what I learned doing inside sales (the legal and ethical parts) for Gilbert and Pearlman, I landed an outside sales job that included selling from the stage as a keynote speaker for Move Inc. Move is a publicly traded company now owned by NewsCorp (Rupert Murdoch's Fox News/Wall Street Journal empire) and is nearly a billion-dollar market cap company. To start, I drove to two offices each day throughout the state of Florida and sold CRM, websites, and other online marketing solutions to real estate agents. I had to leave the office with a signed contract or the sale went to the inside sales team and I didn't get the commission. I also spoke at national trade shows and conferences, again having to close that day or not getting a commission. Using my code, I won Move's Presidents Club Award in my first year, outselling their most seasoned reps, even though I had no experience in outside sales OR selling software.

It was during my time at Move when I started video blogging and using Facebook for business purposes under a brand I co-founded for them (with an amazing guy named Steve Pacinelli) called Tech Savvy Agent. Within no time we were getting 100,000+ page views per month and generating tens of thousands of Likes and Leads. Basically, I had only been a salesperson my entire life until I started Tech Savvy Agent. Now, I was a marketer too. And the leads I was generating were quality and they were closing

Next, I was hired to be a sales coach and public speaker for the inside and outside sales teams at DotLoop, a transaction management and electronic signature company. My official job title was actually Chief Paper Killer. As I taught DotLoop's sales team The Conversion Code you could see the lightbulbs going off. They left every sales coaching session lusting to get back on the phones. They would show up telling me they just needed help closing and they would leave telling me that my code was their best sales coaching ever and an immediate game changer. During my third year with the company, DotLoop was acquired for $108 million by Zillow Group. Not quite another billion dollar experience, but a nine-figure exit is not too shabby.

Today, I am a partner at my own companyCuraytor. Curaytor specializes in helping small business owners with lead generation and lead conversion through our simple software and proven strategies. We combine ideas and innovation with execution for small business owners who are too busy to do everything themselves. Each and every month we generate tens of thousands of Internet leads, turning many of them into closed sales. Simply put, we do The Conversion Code that you will learn in this book for them (minus calling their leads, for that we give them the script that is in Section Three).