The primary goal of your marketing plan is conversion.

Simply put, conversion is getting someone to do what you want them to do. Conversion is not always “sales” but it can be.

Conversion can build trust, which turns into a relationship, which turns into a sale, which turns into a referral. (That’s a sales cycle or sometimes, a sales funnel)

SALES CYCLE

The steps between your first contact with someone and when a sale is made is a sales cycle. Some are long, some are short.

Different sales cycles require different marketing approaches. Note the difference between selling a Movie on DVD and a Plasma TV.

TYPES OF CONVERSION

Your sales cycle should consider three types of conversion.

Short term: Things you want them to do right now

Medium term: Things you want them to do later

Long term: Things you want them to do eventually