SCI Direct Sales VP John Brooks on Unlocking the Art of Conversion

By Maria Magalhaes | SCI Direct Communications Specialist

In a recent conversation with SCI Direct Senior VP of Sales John Brooks, the importance of conversion in driving business success took center stage. John provides valuable insights into the multifaceted strategies his team plans to implement, with a sharp focus on lead channels and self-generated leads, aimed at significantly boosting conversion rates. 

How do you define the art of conversion and can you expand on the significance of mastering the art of conversion in driving success within our industry?

John Brooks: That is a really good question. Conversion is the metric that helps us determine our overall success in terms of the marketing spend, how we reach consumers, and our ability to convert those consumers into actual members.

What mindset should your team adopt when focusing on conversion rates and aiming for future success?

John Brooks: Every new lead is an opportunity, and I have faith in the ability of our sales team to take the right approach and help as many families as possible. We coach the team to have a "superhero" mindset, knowing the work they do is extremely important and it helps families.

How crucial are lead channels when it comes to mastering the art of conversion?  

John Brooks: The company has done an amazing job developing lead channels that allow us to reach consumers in ways they want to be reached.  Our three primary lead channels -- seminar lunch and learn, direct mail, and web leads -- are able to reach our demographic successfully.  This year, we are turning our attention back to the importance of self-generated leads, and this is a win for all involved. 

In your assessment of the customer journey across diverse lead channels, what is the biggest missed opportunity we can all improve on?

John Brooks: Some leads are relatively easy to reach, while others require true diligence. What is important is that we do not give up after a few attempted contacts. We want to be able to set up an appointment before they reach out to us again through a different channel.

How do you integrate data-driven insights, such as conversion rates derived from different lead sources, into your approach/strategy?

John Brooks: Our objective is to always make sure the different types of leads end up in the hands of those team members who are converting from that channel the best. And our most consistent conversion KPI (key performance indicator) across all channels and all areas of responsibility is the closing ratio of the sales team when we are meeting with families in person in their home.

What specific activities or strategies do you believe yield the greatest influence in improving conversion rates? Could you provide an example where these strategies were implemented successfully?

John Brooks: Yes, there are some definite performance habits that can lead to higher conversion. For example, contacting leads 30 days and older, setting all appointments to be within 72 hours, meeting in person, and being able to give the gold standard presentation.

Looking ahead, what trends do you anticipate will shape the future of conversion strategies for your team?

 John Brooks: Partnering with our marketing team, we are working to "even out" the flow of the leads throughout the month, and this should help the sales team plan better and to help them get into a stronger sales process and rhythm. We are always looking for new ways to generate leads and to create opportunities.  We are looking ahead and trying new presentation venues like movie theaters, and working to possibly forge new relationships with regional pickle ball leagues, for example.  We see new affinity relationships on the horizon, and as our target market continues to grow, so will the company.

John’s insights resonate deeply with the evolving landscape of customer engagement, highlighting persistence and adaptability across diverse channels. 

In envisioning the future, we understand conversion transcends metrics. It represents a commitment to excellence within the company.