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The Secrets To
Creating A
Successful Internet Sales Process
Creating a successful online sales process can
be accomplished by making sure that you represent and court your visitor
through the five levels of the sales process using your website. The secret to
doing this is meeting the psychological needs that your visitor has. Find out
how you can do just that in this three partinternet marketing series.
Move your potential clients through a successful
sales process
You can provide human interaction to potential Internet
clients and customers so that you are able to move that client or customer
through a successful sales process, but how?
You do this by following a five step process in your
Internet marketing strategy that continually builds trust and confidence by
meeting the psychological marketing needs of that visitor and potential
customer while escorting that visitor through the selection and purchasing
process.
Creating a successful online sales process can be
accomplished by making sure that you represent and court your visitor through
the five levels of the sales process on your site.
Anyone who has studied any marketing at all knows that
there are psychological needs that must be met in order for a person to be
persuaded to purchase a product or service.
If it’s a product you are selling are you representing that
product to solve a specific problem or meet a specific need? If you are selling
a service are you getting in touch with the pain of your potential client to
draw their interest into what you are offering?
There are steps that you can take to effectively do that
and in response witness the successful sales process over and over in the
virtual world that is why an Internet marketing strategy is a necessity not an
option.
The five levels of the sales process build on one another
in many ways. An Internet Marketing Strategy that is done correctly will
clearly define all five levels of the process and how they are represented
through your site. The strategy will then assist you in setting realistic and
attainable Internet marketing goals. It will also assist you in using each step
to build and influence the others so that the process continually moves toward
the successful close of the sale.
These five levels of the sales process are the core
components that will move your website viewer from visitor to customer or
client. By representing each level that is mentioned below and courting your
potential client or customer through those levels you will have the power to
move your site from failure to success.
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Marketing/Prospecting to your Target Market and Audience
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Build Credibility and Trust - (Your viewer needs this to
move forward)
-
Escort and Court the Buyer through the Process - (Meet
their Needs 7 out of 10 want to buy!)
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Present the Product or Service that meets their needs
-
Successfully Close the Sale
Let’s explore each phase in depth, so that you have a
greater understanding of how you can put these princples to work for your
business.
Internet Marketing and Sales Process
Level 1: Marketing/Prospecting
Prospecting is the result of your marketing. It's the
delivery of targeted qualified traffic to your virtual storefront. This can be
achieved by search engine optimization, pay per clicks, or advertisements that
draw people to your site. Once they are there it is your job and responsibility
to deliver your Unique Selling Proposition. Not sure what your USP is? Ask
yourself the following questions:
-
What is the obvious void in the marketplace that your
product or service fills?
-
What makes your business stand out as distinct and
appealing that sets your business apart from the rest?
Level 2: Build Credibility and Trust
In a brick and mortar business trust is built by human
interaction. Greeting a person when they walk in the door or physically helping
them find something that they are looking for, so how can you build that same
trust and credibility virtually?
I think you will be surprised to find out that you build
that same trust and credibility by the elements that surround the design and
the development of your website.
Your viewer is unconsciously judging your
credibility by mentally asking themselves the following questions:
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Does this feel and look professional like a legitimate
company?
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Is this site reliable?
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How fast is it downloading and are there broken images or
links?
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Can I find my way through the site with the navigation
that is provided, or are these virtual isles cluttered?
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How is the copy on this site?
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Is it powerful, does it draw me in or is obvious that
there was no time taken to write it?
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Are there spelling and grammatical errors?
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Do the images draw me in or are they distracting and
irrelevant?
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Can I find the companies assurances and privacy policies
easily?
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What about customer support? Is it easily found?
Take a look at your site and ask yourself the questions
above. Are you guiding your viewers or are you leaving them in the dark. Your
site should work as a personal shopper, a live virtual assistant that knows the
needs that your visitor has and makes the solutions for those needs easily
accessible.
Level 3: Escort and Court the Buyer
A person who visits your site has been targeted if you
followed the first steps in prospecting, so now it's time to qualify the
visitor. How do you do this? It's actually very easy. A person happens on your
site because they are looking for a solution to a problem. That solution can be
a product or a service. Internet marketing studies show that 7 out of 10
visitors to a site are ready to buy. Take the time to escort and court them to
what they need.
-
When you look at your current site are you helping your
visitors to identify and find the best solution for that problem?
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Are you guiding them to find what they need to solve the
problem that they have?
Your navigation should be structured to help those that
know exactly what it is that they are looking for, those who know what they
want in general but aren't sure about the specifics, and those that are
browsing and need you to give them some direction.
Level 4: Present the Product/Service
The presentation process is how you are presenting your
products or services to your visitors as you guide them through the selection
process after you have escorted them and found out what their needs are in the
previous stage. It's important to remember that each level of the process
overlaps. As you present your products or services to your visitor, be sure
that you are continually keeping their attention and interest by motivating
them to continue with the sale.
Level 5: Close the Sale
Does your site close the sale effectively? Take a look at
each product that you offer, are you providing enough information about the
product are you giving them assurance policies and/or guarantees regarding
their purchase? Are your product descriptions enticing? Does your description
answer common questions that visitors might have? Consider adding testimonials
for each product or service to build added credibility.
One thing that many e-commerce sites
forget to do is provide payment information. Do you take credit cards, if so
which ones? Can I pay you by electronic check? What if I want to mail my check
to you, can I do that? Take the guess work out of the purchase. Another vital
part of the close that is often missed is clearly communicating your guarantee
and assurance that you will stand behind the product or service.
If you represent each level that is mentioned above and
effectively court your potential client or customer through the five levels you
will have the power to move your website from failure to success.
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