The absurdity of Websites that sell

by Toby Marshall
May 2, 2012

If your online presence is all about promoting your business, you are making a giant and very brave assumption.

That people have visited your website or your LinkedIn profile or other online sites to learn about you. Or to buy from you. That they came there to find you and therefore you should take this chance to sell to them, to tell them about what you do and all the value you provide.

This thought process reminds me of Diet Coke, the drink which makes you fat. But the (usually fat) people who drink it by the bucket load know it has no calories. So how could it make you fat?? Explaining that it’s caused by the combination of the chemicals and the sweetness addiction is way too complex and easily ignored (and too much information for this article!).

Most companies take every opportunity online to push what they sell

So with the same flawed logic, most companies take every opportunity online to push what they sell.People are on your page, visiting your site, so why miss the chance to sell?? It seems so obvious, so right, but it’s just wrong. Just like Diet Coke.

Think of the last 20 websites you visited. Were you looking to spend money on most of those searches? Or even any of those searches? Or were you, like all the rest of us, just looking, digging, searching and researching? And, in some cases, maybe starting a buying process but were not yet clear on what you wanted to buy.

Things have changed in the Social Networking Age. People can find the information they need. And they decide who they want to be connected with. This is the reality that requires a very different approach to sales.

Be found by your VIPs

Firstly make sure that you are found primarily by your VIPs (your very important prospects). So you need to use the right Keywords – the words that they mostly use to find you. Of course some visitors to your website or your Social profiles will not be your VIPs. Easy to ignore them.

Draw your VIPs in, and engage them

Your entire focus is on your VIPs. And the whole point of your various online sites is to impress them, to engage them, to draw them into your world. Every word, every video, every resource you offer. All aimed at your VIPs. All aimed at helping them, and in the process positioning you as the expert. How can you achieve that if you are just telling them how good you are??

Now, here’s the big question: Are they buyers when they visit? No. Maybe 2% are, 20% might be. One day.

You just have to be there when they are ready.

Read about other ways to increase Lead Generation with your Website.

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5 thoughts on “The absurdity of Websites that sell

  1. Ken :

    Handy reminder on the stats Toby – thanks

  2. Brendon Miskell :

    Toby raises some very valid points here.

    Remember A.I.D.A – that is do the Marketing side first get: Attention of your key audience then create Interest (what interests them, not you please) well before you consider addressing the Sales side of assisting them with the Decision path and taking Action (sales response)

    Now apply this to relationships/ dating and its easier to get the point. When you first went out with your partner you followed a similar pattern to the above but now you’re in business you start to rush, dont. Its all about getting to know the other party first, its no rocket science Toby is right here, in the rush for money people are forgetting the core fundmentals of building health business relationships first (that’s should be the platform), we all want to make money but that’s only the outcome of first creating effective and healthy business relationships

  3. Abhijit Sheth :

    Do you think online chat on your website to guide the visitor can help?

  4. Toby Marshall :

    Ken and Brendon, thanks for your comments. The dating analogy is a good one, Brendon.

    Abhijit, believe online chat can be very helpful for building engagement and delivering great client service. However, too many companies use it for purely sales purposes.

  5. Toby Marshall :

    Ken and Brendon, thanks for your comments. The dating analogy is a good one, Brendon.

    Abhijit, believe that online chat can be very helpful for increasing engagement and delivering great client service. However, too many companies use it purely for sales.

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