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Free Report by Jon Esposito, |
| How Can I Close More Sales On My Website? |
| November 05, 2007 | ||
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How Can I Close More Sales On My Website? (Rather than trying to force your website to finish your sales, let it do what it’s good at: generating leads.) By Bob Regnerus, "The Leads King"  You can learn a lot about people from the questions they ask. In a past article, “How Can I Attract Business Online?”, I answered a question from a business owner whose question made it clear that he understood how his website should fit in with his overall business strategy.
a tool. Like any tool, it’s better suited to some tasks than to others, and its effectiveness depends on the skill and knowledge of the person who’s working with it. If you’re like most business owners, and especially if you’re a service provider (as most of my clients are), you should think about using your website to generate leads, not close sales—that will be the most effective use of your site.Unfortunately, I hear the other type of question more often. These questions tend to be pretty similar—it’s always something like “How can I close more sales on my website?” or “How can my website close more sales?” That’s not an easy question to answer. How would you respond if someone asked you “How can my telephone close more sales?” or “How can this sheet of paper close more sales?” It might not seem like the same question, but really, it is. The amount of information a website can provide, and its ability to interact with its users in some fairly sophisticated ways, can make it seem almost like a living thing. In reality, of course, a website is just I like to think of a sales process as being shaped like a funnel. At the wide end of the funnel, you have all of your website’s visitors—people who are looking for you specifically, people who are shopping around and might want to become your customers, and people who got there by accident. Further down the funnel, you have your prospects—the people who have decided that you are selling what they want, and who are interested in learning more about you. Next, where the funnel narrows down again, are your leads. These are people who have announced their interest to you by providing contact information, calling you, or coming in for a face-to-face meeting. The smallest part of the funnel contains the leads who have completed your sales process and become customers. You will have the most success if you use your website for the earlier stages in that funnel-shaped process, and use other resources for the last step: converting leads into customers. It’s easy to separate prospects from visitors—a well-designed, easy-to-understand website should have no trouble encouraging the people you want to attract and discouraging people who will never become customers from spending more time on your site. To take the next step, from prospect to lead, you’ll need a good landing page, which is a page on which you ask your prospects to tell you who they are. The key to a successful landing page is the offer you’re making, which is the incentive you use to get information from your prospects. When you get that information and make good on your offer, you have your chance to close the sale, whether it’s in a phone conversation, a seminar, a consultation, or some other interaction. Any sales cycle is a multi-step process, and you’ll need to use different resources to bring it to a successful conclusion. You can’t expect your website to do everything, and closing sales is the one thing you probably shouldn’t expect it to do. Generating leads is the best use of a business website, and the sooner you adopt that as a strategy, the sooner you’ll start seeing results. Bob Regnerus, "The Leads King", is an expert at generating online traffic and converting web visitors into prospects and clients. To learn more about how your website and blog can be successful, effective tools for your business, please visit www.TheLeadsKing.com.
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