Practical Sales Training™ > How to connect with your buyer> The Scoring Effect
What is it?
The Scoring Effect is about providing your clients with a tangible way to measure their need for your offering.
Why does it work?
It works because not only are we human beings competitive, we’re also curious and seek outside measurement and approval to understand where we are in life, love and work. By providing a scoring mechanism to potential clients you not only tap into these competitive behaviours, but you display confidence, certainty and expertise as you are the expert grading the client and advising on improvement.
How can you use it?
Depending on your offering, can you provide your clients with a simple set of questions and a score out of 25/50/100 to measure their current position and advise on how it may be improved? LinkedIn use the SSI score as a means of grading your performance on Linkedin and understanding what to do to improve. How could you help your clients rate themselves and understand where they are now, whilst telling them how to improve and thus inspiring them with the confidence that you are the one to help them?
Example:
You have a “Website Conversion Score” tool that grades websites on key conversion factors. Clients answer 8–10 simple questions such as:
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Is your call-to-action visible on every page?
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Do you have a compelling headline above the fold?
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Is your site mobile-optimised?
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How fast does your site load?
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Do you use trust signals (testimonials, badges, reviews)?
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Do you track conversion rates?
Each question is worth 10 points, with a maximum score of 100.
Score Tiers:
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0–40: Underperforming – your website is likely losing leads
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41–70: Functional – some key components are in place but inconsistent
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71–100: High-performing – your site is geared to convert traffic into customers
Follow-up Example:
“Your score: 38. You’re missing vital conversion elements and likely leaving money on the table. With our Conversion Clarity Package, we can fix this and boost your leads within 30 days.”
This approach gives a clear, objective measurement, builds urgency, and naturally positions your service as the fix. It also creates a repeatable lead magnet you can use in ads, DMs, or email.
See also
