Company websites reveal an incredible range from ineptitude to sheer genius in the use of technology, support and desire to make a sales presence known in the world of E-commerce.
Some sites still look like an MS Word shopping list with a colored background, sometimes a photo, and links to nothing. They provide only a list, an address and usually a phone number. (Why bother?) In contrast are sites with colors, movement, music and video segments to rival Pixar studios. These expertly produced sales sites can make us forget why we were there in the first place. They’re flashy, integrated, and definitely sending the message that this firm is totally high tech. What can make these sites equally ineffective is that neither one makes it easy for the first-timer to find the info they want, in the way that they want to receive it. I’m not critiquing automated sites like E-bay or Amazon. Those do what they are designed for VERY well. I’m talking about corporate environments where a buyer needs comparative information on millions of dollars of commercial goods or services. After preliminary site skimming there is no substitute for talking with . . . what were they called? Oh yeah . . . a human! I have yet to meet a website that can “Seek first to understand”. Web connected companies are beginning to get the concept that we all need to hybridize that blend of crafted technology with the instant availability of the human touch. A well prepared human touch is what Keith Rosen, Writing for “All Business” describes in saying “Before you can uncover a prospect’s individual needs and educate them on how your products will meet those needs, you must first uncover what your prospect already knows.” He suggests “Start your conversation by asking certain questions.” Questions will help you discover relevant information that you need to provide and how the prospect wants to receive it. To paraphrase Mr. Rosen: Begin your contact opportunity with the following 3 questions:
- What are the prospect’s expectations of your communication today?
- What information can you provide that would assist them in choosing a new vendor or service provider?
- What do they already know about our product and services?
Based on these answers, you craft your presentation to the situation. Let’s see a website alone pull that off!
I recently located product for a client needing thousands of logo items for a convention. A site showing the precise item needed offered no phone number on the page. When I clicked the dreaded “Request More Information” button, the page simply requested my name and phone number. The next page simply said “Thank-you for your request – we’ll be in touch right away.”
Certain that I was in for more searching; I left for about 90 seconds to get fresh coffee. Upon return I answered my phone to hear “Good morning Mr. Elliott, this is Lindsay from XXXX Company, and I’d like to find out how we can help you today.” Not only was this well-spoken professional completely knowledgeable in everything the company offered, but she was able to lead me through specs, pricing and delivery in real time. Wow! (The client awarded Lindsay’s company the contract.)
Technology and humans working TOGETHER; what a concept!
You can do this!
By K.B. Elliott
K. B. Elliott is a freelance writer for Salesheads.com. Working both sides of sales desks in the Detroit area for over 30 years gives him a unique perspective on the process. To read more of his blogs, please go to Salesheadsblog.com, and be sure to check out the postings for jobs in nearly any industry at Nexxt.
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