Don’t take away the sale, inject new business

John doesn’t understand why they are not generating sufficient leads, the Web site looks great. They have detailed pricing information, case studies, demonstrations, company history as well as key features and benefits. John is extremely confident that all the information needed is on the Web site.

 

With his sales staff not selling and pressure piling from the CEO John feels lost and has no idea how to fix the issue he is facing.

 

This is not uncommon and John is not alone. Generating leads requires detailed understanding of how potential customers interact when they are online. There is a key error in John’s thinking that has caused the Web site to be unsuccessful. John’s belief that the Web site should contain as much information as possible is flawed.

 

New visitors to your Web site, on the whole, are shoppers. They are browsing to find the best solution and price for their needs. Now with this in mind what John set out to do makes sense doesn’t it? All the information related to solution and price is available on the Web site.

 

In fact what John is doing is allowing the potential customer to make up their mind without having to speak to anybody within the sales department, effectively making his sales team redundant. Leads are not being generated because there is no need for the prospect to contact the company to find out how their services can help them for their specific needs.

 

There is nothing special about John’s Web site, foolishly John is promoting the features and benefits of his services, which every single one of his competitors are doing. What John should be doing in fact is making sure the Web sites resonates with the prospective clients needs.

 

If there is too much content, particularly about you own needs, the client is drowning in information. The best hope is that you might be narrowed down to the list of possible vendors, but most likely you will never know what the client was actually looking for and loose what potentially could have been a great client.

 

Don’t follow in John’s footsteps, talk to us for a FREE consultation to discuss where you may be missing crucial leads to help inject new business into your organization.

 

Author: Joel Egan, Acro Media Business Developer