Is Your Site The Weak Link In Your Sales Chain?
March 30th, 2005
by Kenn Schroder
Two Big Hurdles Your Prospect Must Jump Over
In the sales chain, or sales process, buyers go through several steps before they make a purchase. Two of the big hurdles are the questions of "Do I trust you?" and "Can you deliver?" Is your web site helping prospective customers answer these questions? Or is your site the weak link in your sales chain?
Insights into Understanding Your Buyer
Today's buyer has a lot of resources at their hands compared to the past. There are simply a lot more businesses around today which give a buyer a lot more choices. Information is very easy to get, via the Internet, so buyers can make more informed decisions.
For example, think about going to buy a car. In the old days you could only buy a new car from a few companies. Today you can choose from a lot of different companies, and you can choose to buy new, lease, or used, and you could choose many styles, like SUV's, sports cars, and sedans. With all the information available on the Web, you can learn everything there is to know about the various companies and types of cars to help you make a good decision.
With more choices and more information, it's no wonder the customers are in control of the buying process. Therefore, to be successful in sales, your business needs to consider these factors. This is where your web site can be a tremendous help.
Ask Yourself These Questions
Here are some questions you can ask yourself to see if your web site is helping or hurting your sales chain:
- What is it about your business that separates you from the competition? This information will highlight your unique value that will distinguish you from the competition and give customers a reason to buy from you.
- What are the common questions your potential customer might ask? Answer them on your site. If you don't answer them, your competition might, thus giving them a plus in the customer's eyes.
- How can you educate your buyers so that they see you as an expert? As an expert, you can be perceived as more valuable than your competition. Therefore, people will go to you for advice and be more likely to buy from you.
- Do your existing customers like the information on your web site? By asking them, they can give you insights to improve it.
- At what points during the sales process are you communicating with your prospect? Can you use your site and email to help your customer at these points? Integrating your site more into your sales process can help you build a stronger trusting relationship ... a key to selling.
Businesses should take advantage of the Web to make their sales chain into a rock-solid process. With effective use of your web site in your sales process you can attract more quality customers, make your sales process quicker, and close more sales.
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