Brad Sugars breaks down the “5 Ways” and focuses on Conversion Rate. Brad explains different areas to increase the Conversion Rate of your sales. Conversion rate is the second-fastest and most cost effective way to boost profits. This is best seen in better sales training for all staff (including yourself), and the importance of NLP (neuro-linguistic programming), DISC profiling for yourself and your customers, and scripts that are built around a questioning standard versus a telling standard. He also talks about a good USP (a “Unique Selling Proposition”), the importance of a good company story and the necessity of “risk-removal” via a good guarantee.