Selling Online

The following is a strategy for selling online.

1. The Hook: Why is your service or product better, faster or cheaper?

Your site must grab the interest of the visitor quickly. This means defining a cost-benefit marketing point in the terms of the user's needs. Start with the client's problem, challenge or opportunity - we call this a "Hook". Studies show that you have to interest the user in less than 30-seconds before the user moves on to the next site.

2. Branding: Why is your company different?

Every business has a brand, even it's only in the name of the company. Most companies use logos, colors and taglines to identify and hopefully, stand out from the competition.

The potential customer wants to know if you are an established, professional company that can be trusted and provides value. What is the company's philosophy? Satisfaction Guaranteed? Are you the premiere provider? Will you beat any price? These type of questions are part of your brand.

3. Solution: Be the customer!

You know your product or service is valuable, right? But the initial perceived value is defined by the customer in terms of costs and benefits. Understanding the types of your customers and how (and if) they value your type of product or service allows the sales message to speak in their terms. Describe your products or services in direct ways that solve their problems, creates opportunities, and piques their special interests. A customer ideally wants the best product at the lowest price- so "be the customer" when you describe your product - concentrate on value, not just price.

4. Action: Close the deal, make the sale.

What is the action that makes you money? The action that needs to be available at the point of the buy decision: A buy decision may result in an inquiry for more information or a shopping cart item check out. Whether the action is to email, call, or purchase online, it must be easy, trustworthy and secure. Since you never know at what point in the pitch a customer comes to the buy decision, the action should available and visible at all times. Don't make them work to act. Secondly, be sure to describe what will happen clearly, and cover all scenarios.

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