WARNING - YOUR CSS IS DISABLED OR YOUR BROWSER DOESN'T SUPPORT IT
Please upgrade your browser or activate your css
Friday, June 22, 2007
I have just returned from a sales course in London and it got me thinking about how we sell and how your website fits within the sales process. Your website is the first point of contact for many of your prospects and so it must do the initial sales job for you.
Ask yourself this:
would you put someone on the phone to a prospective client who has no sales skills and doesn't appreciate the sales process that your company goes through?
I assume the answer to this is no. So if your website is the first point of contact with a potential customer, isn't this exactly the same?
Just like you would sell over the phone, your website should perform the same. Imagine your homepage as your 15 second sales pitch. What would you say in order to grab attention? Here are some ideas:
What can your customers gain from your services? They don't really care about what you do or how you do it, all they care about is what they get out of it at the end.
As above, customers don't care for features, they only care about what it can do for them. For example, the feature of a car may be that it has satellite navigation, but who cares? The benefit of this is that the driver can find their way to any given location.
What do you want your users to do? Ask them to call you, tell them to buy now. If you tell them what the next steps are, they are more likely to follow.
Lessen the risk for your customers in order to make them more comfortable about buying form you. Some ideas include money back guarantee, sale or return, offer a free trial give them some testimonials
Back up your claims with proof like a case study, some industry research or a news article.