How To Use Your Website To Shorten Your Sales Cycle
Copyright © 2005 Kendall SummerHawk
KendallSummerHawk.com
Is your website languishing as little more than a web brochure? As a
professional service business, the problem with a web brochure is it's
often loaded with features and ignores persuasive results.
A web brochure uses a lot of 'I' statements, as in, 'I help people .',
instead of speaking to the heart of your visitor's problem. It may use
long paragraphs, yet neglect to ask-or answer-the questions your website
visitor has first and foremost on their mind. The bottom line is, a web
brochure does little, if anything, to shorten your sales cycle!
The secret to rich rewards-more profits, greater free time-is the potency
of your marketing brand. Your website has to evoke emotion, build a sense
of connection with your site visitor, and brand you as remarkable. A client
capturing website grabs your prospective client's attention, tugs on their
heart, and inspires them to feel their problem can be solved - by you!
How Can A Website Shorten Your Sales Cycle?
Why let your website languish, never fulfilling it's promise, making
you work harder to bring in new business when you don't have to? A client
capturing website will shorten your sales cycle these five specific ways:
#1 Clients pre-qualify themselves
Instead of being bogged down with 'looky-lou's,' the calls and emails
you receive are from prospective clients who have already started on the
path of hiring you. Why? Because their key questions have been answered.
They believe you understand their situation, and they are looking to you
as the solution. The results for you? Your time is spent on clients who
are a match for your service.
#2 Weeding out the wrong type of clients
If your website sends a clear message of exactly who you
work best with and what problems you solve, it will automatically weed
out the wrong type of clients. Worried about missing new opportunities?
Don't be!
The wrong types of clients never become the right type.
The difference is, with a client capturing website, you're saved hours
of time and effort figuring out--one person at a time-if you're a match.
The results for you? Increased focus and energy you can spend on the clients
you love working with.
#3 Evoking emotion
A ho-hum website generates few calls or contacts. What
a waste! From your opening headline, to your tagline and final call to
action, a client capturing website must create a strong, lasting, powerful
impression with a unique message. The sensations, thoughts, and feelings
you want to inspire are woven throughout every page of your website.
Even your choice of colors, design, and images enrich
the emotions you want your visitor to experience. The results for you?
Your prospective clients instantly feel a sense of connection and begin
to feel comfortable with you. Remember, people buy on emotions, not facts,
and they buy from people they like.
#4 Getting your visitor to act
That is the point, isn't it? To motivate your website visitor to take
action! Whether it's to pick up the phone to call you, send an email,
sign up for your ezine, or download your special free report, your website
must stir your visitor into action.now! The results for you? You spend
less time marketing, and more time delivering your service.
#5 Gaining permission for you to follow up and contact them again
It's no secret that your database is your goldmine. But people are smarter,
savvier than they've ever been. You have to gain their confidence in two
ways. The first is that you won't abuse the privilege of having their
name and email address. Next is that you have something valuable to offer
in exchange for those two priceless pieces of information.
Once you have their trust, you must continue to earn it with each contact
you make. My best advice? Make certain every email or phone call includes
a valuable tip, resource, or helps your prospective client learn something
new. The results for you? You build outstanding brand loyalty. A business
built on loyal clients is a business rich in value!
It's time to raise the bar and expect more from your website. Create
a client capturing website and you have a 'marketing brand ambassador'
working for you twenty-four hours a day.
Love what you do but wish marketing would just go away?
Kendall SummerHawk, creator of Website WisdomT, the Marketing Makeover
KitT, and HorseWiseT Brilliance Unbridled coaching program, specializes
in creating fresh, innovative, client capturing programs for your business.
Visit http://www.KendallSummerHawk.com
for more articles and free Weekly Marketing Wisdom.
