It’s wider than that. Selling is one stage. The workshop covers the whole system, from how buyers first find you to how customers come back and refer others, so marketing, sales and service work as one engine.
ConversionEngine The workshop
More leads won’t fix your growth. Better conversion will.
Your buyers make most of their decision before they ever speak to you. In one afternoon, with a coach in the room, map the seven stages that turn attention into decisions, and decisions into lifetime customers, on your own pipeline.
Built on The Conversion Engine by Bradley J Sugars, founder of ActionCOACH.
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Original price was: ₹5,000.₹2,500Current price is: ₹2,500.per seat
In 12 days
Does this sound like you?
Leads come in. Then they go quiet.
You pay for the enquiry. You reply, follow up once, and wait. Some buy. Most drift away, or say they’ll think about it and buy from someone cheaper. It feels like a lead problem. Usually it’s a conversion problem.
It isn’t effort. Most businesses work hard. What’s missing is a system that guides buyers from attention to decision, and beyond.
- We replied. They never answered.
- They said they’d think about it.
- They went with someone cheaper.
- Only one person here can really close.
Where buyers slip away
- Slow first replies
- One follow-up, then silence
- Pitching before understanding
- Arguing about price
- “I’ll think about it” with no next step
- No plan after the first sale
The 20/80 shift
Conversion starts before the conversation
Buyers research, compare, read reviews and ask around before they ever call. Brad Sugars calls it the 20/80 shift: most of the persuading used to happen in the sales conversation; now most of it happens before. If your process starts when they call, you’re entering too late.
Then
Now
The book’s rough picture of where buyers are influenced, not a survey.
- Buyers don’t mind buying.They mind being sold to the old way: pressure without relevance, pitches without understanding.
- The first contact isn’t for closing.It’s for earning the right to the next step.
- Buyers don’t follow your process.Your process has to follow them, at their speed.
The conversion maths
Same leads. More customers.
Leads × conversion rate = customers. Most businesses try to grow the first number. The second is usually cheaper to move, and it makes every lead you already pay for worth more. Try it with your own numbers.
+25%more customers, from the same enquiries
That’s 36 extra customers and about ₹18 lakh more revenue a year, without spending a rupee more on leads.
Find where yours leaksAn illustration with your numbers, not a promise. Nothing you type leaves this page.
The engine check
Where is your engine leaking?
Seven statements, one for each stage. Answer honestly: nobody sees this but you. The first stage that leaks is usually the one costing you most, because everything after it runs on what it lets through.
—0 of 7 answered
Answer all seven
to see where your engine leaks
Each stage feeds the next, so one weak stage drains everything after it.
At the workshop:
Fix it in one afternoonYour answers stay in your browser.
The Conversion Engine
Seven stages. One engine.
These stages happen in every business, whether anyone designs them or not. Without a system, buyers skip steps, stall and drop out. With one, every conversation has a purpose and every stage hands the buyer on to the next.
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Before the decision
01
EntryBe present
Every buyer arrives with a context. A referral brings trust, an enquiry brings curiosity, a cold contact brings doubt. Treat them all the same and you create friction from the first word.
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02
EngageStart the conversation
When someone reaches out, their attention is live, and fragile. A fast, relevant reply with a clear next step keeps you inside that moment. A slow one hands it to someone else.
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03
DiagnoseUncover the real problem
This is where real conversion starts. Ask, listen and dig past the symptom to the broken bone underneath, until the buyer sees the gap between where they are and where they want to be.
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04
GuideLead to the right path
Once the problem is clear, buyers want direction, not more information. A few clear options and honest answers to their worries make the decision feel safe, and theirs.
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Where it becomes visible
05
ConvertMake the decision easy
The close isn’t where conversion happens. It’s where a decision already made becomes visible. When the earlier stages work, the close is a calm question: when would you like to start?
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After the decision
06
NurtureBuild trust and strengthen value
The sale is a starting line, not a finish line. Onboarding, follow-up and useful contact confirm they chose well, and keep you top of mind with buyers who aren’t ready yet.
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07
ExpandIncrease lifetime value
Customers who stay, return and refer are worth many times a one-off sale. Move them up the Ladder of Loyalty on purpose, and referrals stop being luck.
From pressure to clarity
Stop selling. Start guiding.
When buyers feel sold to, they judge you and your offer. When they feel guided, they judge the decision itself. That one change takes the pressure out of the room, for both of you.
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Instead of:
Pitch as soon as they callDiagnose before you prescribe -
Instead of:
Chase more leadsConvert more of the leads you have -
Instead of:
One call does all the workConnected touchpoints across calls, messages and content -
Instead of:
Overcome objectionsTreat objections as signals, and ask -
Instead of:
One price, take it or leave itA few clear options, easy to compare -
Instead of:
“Just checking in”Follow-up that continues the conversation -
Instead of:
The sale is the finish lineThe sale starts the relationship
What you take home
One system. One plan. One afternoon.
No theory you can’t use. You work on your own pipeline and leave with a map, a plan and the first moves to make on Monday.
- Your engine, mappedThe seven stages, drawn on your own pipeline.
- A first-response standardHow fast, what to say, what happens next.
- Questions that diagnoseFind the real problem, not the symptom.
- Gap sellingUrgency that comes from clarity, never pressure.
- Decision architectureOptions that make yes the easy answer.
- Follow-up that movesSequences that build momentum, not pressure.
- A referral routineWho else do you know facing the same challenge?
- Conversion metricsThe numbers between the stages, where the truth is.
Plus where AI fits in your engine, and where only people will do.
Your four hours
Four hours, all action
A focused afternoon with a coach in the room: short ideas, then straight to work on your own business.
- 1Why buying has changedAnd why conversion starts before the conversation.
- 2The 20/80 shiftWhy conversion, not more leads, is your real growth lever.
- 3Map your engineThe seven stages, drawn on your own pipeline.
- 4Speed, follow-up and questionsRespond while buyers are ready, and move them forward.
- 5Repeat buyers and referralsMap your first moves to keep customers for life.
- 6Your questionsAsk your coach about your own business.
A typical running order. Bring your rough numbers: enquiries a month, conversion rate and average sale.
Who should come
For anyone who wants every lead to count
Whatever you sell, to businesses or to families, the stages are the same. What changes is how well you guide buyers through them.
- Business owners and foundersWho want more customers from the leads they already pay for.
- Sales and business development leadsWho need a process the whole team can follow.
- Service firms and consultantsWho turn conversations into signed clients.
- Manufacturers and B2B sellersWith long buying cycles and several people in every decision.
Two ways to come
Open workshop
Book a seat
Work on your own pipeline alongside owners from other businesses, and hear how they win customers.
See the datesIn-house workshop
For your sales and service team
Everyone who touches a customer, mapping one engine together, so every buyer gets the same clear experience whoever they speak to.
Plan a workshop for your teamYour seat
Everything you need to build your engine
Think about the last buyer who went quiet. If this afternoon helps you win back just one customer like that, what is it worth to you over the next year?
- A four-hour live workshop with an ActionCOACH TNPY coach
- The Conversion Engine action workbook
- A live conversion-mapping exercise on your own pipeline
- Live questions and answers with your coach
- The Conversion Engine eBook by Bradley J Sugars
- The option of a Free Business Analysis with a coach afterwards
Seat fee: shown with each workshop · Seats are first come, first served · Bringing your team? Ask about an in-house workshop.
Upcoming workshops
Pick your afternoon
Each Conversion Engine workshop has its own date, venue, coach and seat fee. Seats are first come, first served.
After the workshop
You’ve mapped the engine. Now install it.
Understanding the engine is one thing; running it every day is another. There’s a clear next step whenever you’re ready, and no pressure to take it.
- 1 Start here The Conversion Engine Workshop One afternoon, the whole system.
- 2 Free Business Analysis Your engine and your numbers, with a coach. Find out more: Free Business Analysis
- 3 12-Week Sales MasterCLASS Twelve weeks to make it how your team sells. Find out more: 12-Week Sales MasterCLASS
- 4 Coaching Your coach, keeping the engine running. Find out more: Coaching
Or go deeper on one stage with a RICH seminar: SalesRICH PhoneRICH ServiceRICH
FAQ
The Conversion Engine, answered
Is this a sales training?
I don’t have a sales team. Is it for me?
Yes. In most businesses the owner is the sales team. The engine works the same whether it’s you, one salesperson or twenty, and it’s easier to install while the team is small.
We get plenty of leads. Why would we need this?
Then your quickest growth is probably in converting more of them. A small rise in conversion grows your customers without spending a rupee more on leads.
Will I learn pushy closing techniques?
No. The Conversion Engine replaces pressure with clarity: understand the problem, guide the decision and make the next step easy. Buyers can tell the difference, and so will your results.
What should I bring?
Your rough numbers: enquiries a month, how many become customers and your average sale. You’ll map your own pipeline on the day, so the more real it is, the more you’ll take home.
Who wrote The Conversion Engine?
Bradley J Sugars, founder of ActionCOACH. The workshop is built on his book, and your seat includes the eBook.
Where is it held?
Each workshop states its venue and time. It runs over one afternoon, about four hours, with a coach in the room.
How much is a seat?
The seat fee is shown with each workshop, and early-bird seats may cost less. For your team on its own, ask us and we’ll quote.
What happens after?
You leave with your engine map and your first moves. If you’d like help installing it, book a Free Business Analysis with a coach, with no obligation.
The Conversion Engine
Conversion starts before conversation.
Next workshop
Save your seat at the next workshop
Tell us who’s coming, or that you’d like a workshop for your team. We’ll send the next date, the venue and the seat fee, with no obligation.
- Tell us who’s comingJust you, your sales lead, or the whole team.
- Get the detailsDate, venue, coach and seat fee.
- Bring your numbersAnd leave with your engine mapped.