Improve your online Sales Performance – Strategy 2
by Peter Levick
When customers find your business, do they like what they see (what you sell)?
Many business owners do invest the time and money required to get customers “through the doors” of their online business but then simply expect for the website to “do its thing”.
But nothing happens. There are no enquiries, no leads, no sales.
While some will declare those previously spent advertising dollars as a waste of money, others will start looking for answers.
These answers are not really hard to find.
Often website content is written by the company experts or worse – an administration person or an IT manager.
Websites lose customers, because they are not written to sell.
They go to lengths to describe the technical or operational specifics of the business or the products as seen by the person/people writing the content.
Why is this odd, or at least not good?
Imagine going to a car show room to buy a new car. You enter the show room, have a look around and you are approached by a company representative, who is not a salesperson but the chief mechanic.
Without asking you any question, Joe, the chief mechanic, starts describing proudly (justifiably) and at length the wonders of the car.
He flips open the bonnet of the car and tells you….
“It has VTEC which is a system developed by ABC to improve the volumetric efficiency of a four-stroke internal combustion engine. The VTEC system uses two camshaft profiles and hydraulically selects between profiles.”
If you are like me…you would just gulp or forget to blink 🙂
Instead you would expect and should hear something like this …
…“The VTEC TURBO is the turbo engine redesigned to give you both excellent fuel economy and hours of fun driving. A Continuously Variable Transmission is like feeling a seamless wave of power.”
Which approach will sell?
Unless your ideal customers are true revheads, your potential customer is most likely to buy the second story.
So, what do you do with your website to make it sell?
Simple – put yourself in your customers’ shoes (or fingertips)
Design your business website/store/page to answer these customer’s questions:
- Is this the right place for me (does it feel/look good)?
- Do they sell what I want (Is it clear, does it show clearly how my challenges are resolved or how my desires are fulfilled?
- Do I trust them ( will they deliver what I want)?
- Am I having a good time buying? – (this is covered in more detail in strategy #3 Coming soon)
It is important to remember that your website design and content follows the customer’s thinking and buying process, not a pre-determinded website template, a recommendation of a web designer or your competitor’s design.
There are plenty of possible reasons why you may not be getting great results.
Some of them are obvious ones – the ones you see.
What you don’t see is what your customers see.
You can probably relate to this saying: “I’m so close to my business I sometimes miss the woods for the trees”.
It’s really like looking at the same object but from different sides.
What your “could-be” Customers See…
What You See
And what a difference of perspective and potential loss of sales!
A lot of the features and benefits (especially) of your products and services may not be visible or clear to your could-be customers so they only see a partial picture of what you have to offer.
How can you change this?
Step in your customers’ shoes and change the language of your marketing and sales messages to reflect what they want to hear and see.
Use someone who mirrors your target customer and practice on them.
( Strategy #3 coming soon)