Given what we know about sales today, isn’t it more likely that you didn’t capitalize on why the customer should buy your services and products instead of the competition?
Chances are good that in today’s business world, customers will not buy the first time they hear something good about your services. More likely, the customer will make the time to look for reasons to not buy from you.
The Internet can be your best friend when you tell a story
How would you feel if a salesperson called on you to sell you something you have been buying for years elsewhere? Why should you change?
There has to be a strong motivational reason to change sources, and it seldom is cost. Chances are good that customers will research you, your product, your company, and your customers looking for reasons not to do business with you. If they find only good things about you and your company and its products and services, you have a better chance at earning their business.
But far too often, businesses neglect to manage their online marketing. They often put up a website that is lacking or totally ineffective. They also don’t maintain it or improve it. Why even bother having a website?
In desperation, these owners turn to something else like buying a list of email addresses and sending out batch emails to the list hoping some will respond. The emails are usually generic in their messages and hollow in their intent, instantly deleted.
No email recipient wants to hear about how wonderful your company is. That doesn’t appeal to their needs.
Telling Internet stories
But prospective customers are willing to read about something they can use. So, your job is to make it easy for them to find out about you and saturate the Internet with items that they can relate to.
You should have search results pages for every possible keyword phrase that pertains to your company and its services and products. There needs to be examples—stories about how you provided the solution your customer needed.
You also need to establish yourself as an expert—the go-to guy. Blogs can really help with that. And you need to keep adding more to your website weekly if not more.
Social media sites are also good for spreading the word. You should be commenting on forums and blogs when you have something useful to share with a link to your website blog or page. You may have a useful report, case studies, or even a newsletter that speaks to the solution someone is seeking.
If this seems too overwhelming to you, lighten up. There are people that will take the task and run with it. They are professional and they are cost-effective because they know what they are doing. They perform what you don’t want to do because you have enough to do, or don’t know what you need to do, or just don’t want to take the time to do.
Making contact puts the edge in your favor even if the person you are trying to sell to isn’t available when you call because you can leave a message that you will be sending the prospect some information. That’s something the prospect will then be expecting.
Once you share stories that are valuable to the prospect, they will want to speak to you. Earn their trust. Then you’ll have an excellent opportunity to sell to them.
And those email lists? People need to be contacted one at a time to make sure you are connecting with decision-makers and not sending emails into a black hole somewhere. We can help you with that, too.
The J Howard Company can analyze your website and make specific recommendations. Call or email today and get a free consultation to determine what you need going forward.