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The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales

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"If you need more traffic, leads and sales, you need The Conversion Code."
Neil Patel co-founder Crazy Egg

"We've helped 11,000+ businesses generate more than 31 million leads and consider The Conversion Code a must read."
Oli Gardner co-founder Unbounce

"We'd been closing 55% of our qualified appointments. We increased that to 76% as a direct result of implementing The Conversion Code."
Dan Stewart CEO Happy Grasshopper

"The strategies in The Conversion Code are highly effective and immediately helped our entire sales team. The book explains the science behind selling in a way that is simple to remember and easy to implement."
Steve Pacinelli CMO BombBomb

Capture and close more Internet leads with a new sales script and powerful marketing templates

The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today's consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift towards online lead generation and inside sales. You'll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise.

Traditional sales and marketing advice is becoming less and less relevant as today's consumers are spending much more time online, and salespeople are calling, emailing, and texting leads instead of meeting them in person. This book shows you where to find them, how to engage them, and how to position your company as the ideal solution to their needs.
The business world is moving away from "belly-to-belly" interactions and traditional advertising. Companies are forced to engage with prospective customers first online—the vast majority through social media, mobile apps, blogs, and live chat—before ever meeting in person. Yesterday's marketing advice no longer applies to today's tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them, quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers.

192 pages, Hardcover

First published March 7, 2016

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About the author

Chris Smith

453 books38 followers

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5 stars
228 (39%)
4 stars
197 (33%)
3 stars
123 (21%)
2 stars
23 (3%)
1 star
13 (2%)
Displaying 1 - 30 of 48 reviews
Profile Image for Benson Michael.
13 reviews
November 20, 2017
The Book Conversion code addresses the importance of purposeful internet lead generation and conversion, instead of passive lead generation and conversion.
A recent Study by Silver pop says you have eight seconds to capture someone's attention online before they move to the next thing. What you say, how you say it and when you Say it matters a lot.
What you say on a call with an Internet lead is as complex and scientific as the marketing automation campaigns marketers build and launched.
"If people like you, they will listen to you. But if they trust you, they will do business with you".
"The consumer isn't a moron, she is your wife".
Just make sure your content captures every serious buyer who visits.And make sure you focus on the edge visitors too.
Don't underestimate the value of hiring a professional who does great design when building your website and landing pages.
The banners, when they are trying to sell you something or click down here for your free whatever, you just get turned off.
SuMo.me is a great option if you want to plug and play most of the traffic identifying features into your existing website.
Landing pages are often linked to from social media, email campaigns etc.
Succesful landing pages grab attention quickly by matching the promotional copy in the email's call to action that yielded the click.
LeadPage and Unbounce are some good A/B testing tools.
Build zoom - (a marketplace for locating contractors ) saw even better results when they added an image to every page on their site.
If you have been wondering how you can turn a blog into a business driver, magnets are part of the answer.
Using images and photos is the most important tactic for optimizing content for social media.
Facebook uses highly complex algorithm referred to as Edge Rank to determine what gets seen and what doesn't.
Profile Image for Mike.
92 reviews1 follower
January 30, 2019
The Conversion Code is one of those books you put on your desk and grab whenever you need a reference. It’s filled with actionable insight on generating leads, increasing social engagement, creating high converting landing pages, analytics, and much more. It’s a pretty quick read and the author really makes every page count. The book is divided into three sections. One for generating leads, one for creating quality appointments and one for closing more sales. Overall this is a great book but I found the first half to be much more engaging than the second half.
Profile Image for Rick Yvanovich.
680 reviews125 followers
May 29, 2017
Just what I was looking for. It's a lot more up to date than other books I've read on internet lead generation and it's a simple enough formula to follow that there's no reason what you shouldn't try it out.
Profile Image for John Blackman.
94 reviews14 followers
August 6, 2018
The Conversion code was recommended to me by my business coach as a template for managing a sales funnel. This is purely a business book for sales professionals who want to learn the systems, language, and a little psychology around selling.

Before picking this up, I had melded together a customer journey and process for each step from the reading and experimentation I've done so far. It works ok, but I am always looking to improve and learn from masters who have spent much more time with their craft.

Chris Smith cut his teeth at Quicken Loans and was very successful there. He has taken the lessons he learned and codified them in this book at a high level. He goes through systems, scripts, and steps for managing and closing sales leads, mostly in the lending or real estate context. The lessons could be applied to any sales business where you are making calls. So if you are a fully automated marketer, this book really wont resonate with you.

Like most well recommended business books, I take away a few things I can improve and add to my own systems. The scripts and psychology I found to have the most impact. He does spend some time on online advertising, but most of the advice is pretty high level. You will still need to know or learn how to write compelling copy, how to set up landing pages, and create great images or videos. He doesn't tell you how to be creative, but rather gives you some great checklists that each component should have, so there is still work for you to do.

As a real estate agent, I feel like I got a lot of value from this book. It reinforced what I am doing with my online strategies and improved the language I will use in my conversations with potential clients. Chris Smith runs a very successful marketing agency, so you can always call him up and have him do your marketing for you too.

I'm either dumb, bone headed, stubborn, or brilliant as it's my opinion that any sales organization needs to learn to market and keep that skill in house. Once you outsource your lead generation your business is built on a 3rd party that can go away or mess with your balance sheet without any warning or control. If you want to keep your lead generation destiny in your own hands, you have to learn marketing and keep it internal. This book will help you build that leg.
Profile Image for Øystein Nygård.
Author 2 books2 followers
March 31, 2018
A detailed account of a strategy that obviously have helped the author through his career, and a helpful counterbalance to the "all is analytics" and "automate sales" that is going around these days. Chris gives a combination of lead generating online and selling offline, that seems to work - which I do not doubt. If you are looking for a hyper growth "conversion code" this is not it. It involves hands-on selling and the funnel is by no means automated. However, if you are selling a high-cost product or service that can cater to some hands-on sales and direct interaction with the customer, this is certainly a book you should get your hands on. If your business model does not support sales agents and direct sales via phone, or equvivalent, it is not that relevant. There are parts of the book (50%) that is indeed relevant for all that do some kind of selling, but the last part on how to convert once you get the customer on the phone, is not.

All in all the book is a good investment and well worth the money, even if it is not going to become a classic business book by any means.
Profile Image for Chris Esposo.
673 reviews32 followers
January 21, 2019
A short and simple summary of the sales process. The book is useful for several people 1. If you want to an intro to digital sales and are coming out of traditional inside sales, 2. You analyze sales/marketing data and want to know how the sausage is made "on the ground", or how you could craft solutions around the process, also useful.

The author goes through a step-by-step script/method of his conversion formula, mostly what you'd expect from people doing sales. It now also makes sense why salespeople are always listening to Stephen Covey and "The Power of Now" stuff, they're basically psyching themselves up for another call. The digital process is nowhere near as difficult, conversion rates might be lower, but than again, you're not physically in front of the customer physically, and so the factors of conversion are much easier to analyze. Also, whatever web companies may tell you, this is basically the metrics they care about as well, so very relevant to a wide scope. Recommend if you're interested in this domain.
15 reviews
January 12, 2019
This was easy to read, and had lots of applicable information. His insight and tips on landing pages, websites, and facebook marketing are excellent, and to the point. In his book, I appreciated the first two sections more than the section on actual selling and closing.

The section on selling has some excellent tips on building rapport, and setting up two calls to close. However, he goes on to really push the idea of overcoming objections as you close (like, I need to talk to my wife, or I need to look at my budget), which kind of gave me the impression that I was talking to a sales bro... the kind of guy that sells home alarms and such. I’m probably being a bit too harsh, but I could feel some sales managers parading some of his “close now” techniques a bit too much.

Overall, this is a great book worth the read, especially for entrepreneurs who are in the process of doing everything themselves, and need a solid blueprint.
Profile Image for Aaron Aoyume.
138 reviews
December 16, 2019
Practical to the core

It is no surprise that Chris Smith mentions the movies Boiler Room and Glengarry Glen Ross in his book: this is a book about selling selling selling. Period. In a scene in Glengarry Glen Ross, Alec Baldwin shows in a blackboard: ABC - Always Be Closing. That is the spirit. The book brings some interesting hints about building landing pages and leveraging social media to gather leads, but those pale in front of Chris Smith's script to "always be closing," his "code to conversion". While I have never been a salesperson myself, I felt like in the skin of the saleswoman who once tried to sell me and my family a vacation package in a beach resort. I later learned that the place where they pitched their sales (and where we were gently guided to) was charmly nicknamed "the slaughterhouse". So that is the spirit. Take control of your lead, don't let her have second thoughts and close the deal. Always be closing.
Profile Image for Svajūnė Vaitekėnaitė.
3 reviews2 followers
August 2, 2017
If you want to have a brief and up to date overview of the marketing strategies used by small business - this is the book. How to create a perfect landing page, SEO tips, Facebook, E-mail marketing etc... The author gives a lot of personal tips, app recommendations, useful links. Some chapters you might not enjoy that much like the one about closing the sales on the phone (old fashioned way that barely anyone uses today). However, all in all, even if you are not in marketing, this book will give you a lot of great ideas that you can implement with your IT guy.
17 reviews2 followers
February 16, 2020
The Conversion Code was a good short read. You can get lot of ideas on better marketing your business in the age of digital. I definitely recommend it, if you have 3-5 hours to read a tactical book.
The reason I gave 3/5-stars to this book, is that it's a tactical book!
It gives you good methods and techniques, but you can't find any principle in this book. So when you're reading it, don't expect to read a principal, primary book on marketing. Learn from insights and ideas, and execute them or reinvent them for desired results.
Profile Image for Spire Metro.
253 reviews5 followers
September 1, 2021
The performance in the audiobook is well done and there are some added portions that are not included in the physical copy. Although some of the social media references are not completely up to date because of the publication year, I received value from this book.

It is a positive read that doesn't just rely on whats has been trodded out in many other business books. It is Chris Smith sharing his story of what has worked for him and the clients he still serves.

Going to be picking up the physical copy at some point from review.
13 reviews
August 13, 2017
Super Tactical

The Conversion Code is full of excellent tactical advice. If you have a business where you need to generate leads online and close them effectively, this is the book for you. As someone who spends north of $1M/month in AdWords for lead generation, I greatly appreciated the tactics in this book which I KNOW are effective. I now have a great resource to refer friends and family that ask me how to effectively generate business online. Thanks Chris!
Profile Image for Taylor.
252 reviews2 followers
November 14, 2022
As difficult as it is to take someone who says "The lion doesn't ask the lamb for food" seriously, this is full of interesting digital marketing data. It has the "profit at any cost" hustle culture type of vibe, but if you can stomach the talk about NFTs, Gary Vee, and constant requests to DM the author, there are some great marketing insights in here. The chapters on web design and content marketing were personal standouts.
Profile Image for Mohamad Jadid.
1 review1 follower
August 4, 2017
Good one for beginners, for experienced marketers it would not add a lot of information, however, the nice thing about it is that it does include the most important elements and things which the marketer should consider and work on in one place.
So you can consider it as a comprehensive all in one guide, also it has nice and food tips and notes for sales people or telemarketing teams.
Profile Image for Sierra Gemma.
Author 2 books5 followers
October 8, 2017
I listened to this as an audiobook. The author should not have narrated the book himself. The narration was dreadful. But the information was so concrete and useful that any number of people could find useful tips from it, from people starting their own business to people building a brand (like artists and writers). I do think I will buy the print copy to have on hand for reference.
Profile Image for Carol.
28 reviews2 followers
February 6, 2018
Easy and quick read. The book lays out a step by step action plan for not just converting Internet leads to sales, but also how to get the leads in the first place!

Chris is clear throughout that there really aren't any shortcuts. Or rather, there are shortcuts, but they will affect your overall return.

His how to advice for landing pages and Facebook ads are on point.
Profile Image for Gil Osborne.
20 reviews
May 9, 2017
Good info but mostly novice advice

It was a good book with some fluff but not too bad. Great book for beginners but if you have a few years experience in marketing you are probably better off somewhere else.
Profile Image for Mark Smith.
135 reviews2 followers
December 9, 2017
This book is pure Gold

I have not come across a book in some time that goes in to actionable detail as this one does. Many of the steps recommended I am now doing. Sales and Marketing is one book using modern technology.
March 20, 2018

He has a way of making things complicated simple. It's a great walkthrough of what to do, how to do it, and when to do it. Loved the book and will be looking for more books by Chris Smith.
8 reviews
September 20, 2019
Best book I’ve read on online marketing

Was recommended by a friend when I told him about another book I was reading at the time (won’t tell you which one). He said I should read The Conversion Code and he was right. Hands down, the best, to the point, practical and strategic book on a comprehensive marketing strategy. Well worth the time and cost!
Profile Image for Jakub.
235 reviews
October 11, 2019
Not my pair of shoes - at least a way it was presented. as for the content, it makes sense and its something that we should follow if we want to increase conversion but the way it was sold is not for me.
564 reviews4 followers
January 11, 2021
Inspiration and Insights that Transform businesses and lives. Secrets to the Conversion Code revealed in this book by Chris Smith. Achieve a higher level of success and close more sales by applying the principles in this book.--Karen Briscoe, author and podcast host 5 Minute Success
1 review
October 18, 2022
Have a better future with better calls!

This book provides a clean, consolidated, and straightforward way to make more money through better calls! More money means more tools for a better future.
Profile Image for Max Cherepitsa.
109 reviews39 followers
July 10, 2017
С середины раскочегарилось и стало попрактичней, но душок "жестких продаж", конечно веет, веет. Если отфильтровать, то можно вытащить ряд полезных советов по процессу интернет-продаж.
Profile Image for BLACK CAT.
525 reviews12 followers
August 1, 2018
I’d design, landing pages, Facebook adds and comments, sales script and more ... must be optimized in order to generate more sales. This book will tell you how.
25 reviews
February 17, 2019
Many good tips on how to navigate the Internet dominated world of sales and marketing of today from some who has done it.
Displaying 1 - 30 of 48 reviews

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