What are the ways Sales people can use to convert leads into customers?

Try to gather as much information as possible about the leads before contacting them. This way you can be fully prepared for any objections they may have and you will also have a good idea as to what the customers needs are. This will help you to sell them the exact product they may need and to shut down any objections they may have. 

This is not always possible to prepare for 100% but it will allow you a better shot from first contact. Of course you may find their needs are somewhat different than what originally expected but you will be well prepared nonetheless.