I don’t need no stinkin website.

 

Wrong.  Here we will discuss the reasons why you need a functioning website and a few tips for developing the right one.  As Appeal Media would say ‘let’s start with the basics and review things you SHOULD NOT DO’.

 Do not communicate in terms that visitors will not understand. Forget about the technical jargon and use simple to understand language easy for your audience to understand.

 Keep in mind that your Internet market is global, so using common language will expand your reach.  Poor navigation is another phoo-phaw; don’t fail to provide a clear and consistent navigation.  Users will become frustrated if they cannot find the information they are looking for. Stick with web technology that is widely supported so you don’t drive away your potential customers. Don’t make the mistake of not providing to globalize.

 Be sure to accept alternate payment options, use forms that require postal codes rather than zip codes.  You should also provide pricing in various currencies. Be sure that each page has been spell-checked to eliminate typos.  Have someone proof read the copy for grammatical errors.

If your website does not consistently brand, have consistent color and fonts visitors may lose interest. Another thing is don’t bombard visitors with too many choices.  Explain options and keep them to a minimum. Your customers want to see what they are buying, so visual images of the products are essential.

 Most visitors will not read a website, they prefer to quickly scan it so break up the copy into smaller easier-to-read box’s, using plenty of white space surrounding the copy.  Don’t lose the purpose of the site by focusing simply on search engine optimization.  Write the copy for potential customers not simply for ranking.

 

Now let’s talk about why you really do need a web presence.

Keep in mind that a website is just like an on the ground storefront.  The difference is you now have a way to sell products or services directly from a website.

 You can provide your customers with the advantage of seeing your business, your products, information about you, satisfied customers, achievements, and important news.  All this makes your business seem well established and more appealing to the customer.

Consider this, with a website your customer can peruse your product line at their leisure taking time to make up their mind about a purchase without a salesman hovering over them.  Include quality photos and let your customer virtually feel the products.  Another benefit is that your business will not be limited to normal working hours.  Your website will enable people from all over the world to examine technical details and price comparisons. Appeal Media like other web design firms are interested in providing professional sites that are easy to navigate, graphically interesting, and functional. Having a website that has tracking tools is a cost effective way to examine your strengths and how your customers perceive your company.  It is the future of any growing business.

Three important reasons to have a website.

Bill Gates said, “If your business is not on the Internet your business will be out of business.”

Something to keep in mind is that most people today when looking for a service or product will look first on the Internet.  Your website is an introduction to prospective customers.  So the three reasons to have a web presence?  First, your products or service can be perused at the customer’s leisure. Thus allowing them time to examine what it is they are looking for without interruption. The next thing to consider is that the site allows potential customers to get the information about you and your product, twenty four hours a day seven days a week. Next your “store” is open to the world, not just your neighborhood ensuring a larger customer base.  There are many more good reasons to have a web presence, but the important thing is to have one.

Six ways to get Referrals.

I recently read that over fifty percent of referrals are a result of the following:

1. A listening ear.
2. Enthusiastic greeting.
3. Knowledgeable answers.
4. Prompt follow up
5. Appreciation.
6. Remembering names.

 

This should be a reminder that in sales, common sense is one of your best allies.  These simple points can eliminate or at least reduce problem areas, and enable you to give clients the attention they need.

Get to the Point.

It’s probably no new revelation that business people are much too busy to listen to a humdrum sales pitch.  If your presentation before a prospective client is convincing it may be that he has already made a decision to buy.  However some people not being able to deal with “dead air” will rush to fill the void in the conversation.  This all to often leads to talking yourself out of the sale.  Just make sure you verbalize the things that make your service or product stand above the rest, and then SHUT UP.  Give the prospect the opportunity to say yes.  This does not mean you would neglect imagination and enthusiasm in describing what you can do for the prospect.  But just be careful about overkill.

Patience and Persistence.

When selling you cannot have one without the other.  When dealing with a tough potential client you may have to deal with them over a longer period of time than you would like.  Being impatience can cost you the close.  People can almost feel your urging and impatience.  Instead try to be a consultant, try to understand the client’s needs and fill them.  You are not selling, you are solving.  Not to say there is anything wrong with persistence.  Don’t give up but don’t be a thorn in someone’s side.  In other words be patience and persistent. 

The bright side of a poor economy.

Bright side?  Yes there is, as an example, I bet you have reduced your overhead.  Could be you now have a smaller office, a cheaper building or reduced your fixed cost.  Maybe you have improved your marketing efforts, which will help you in an improving economy.  It could be that you have taken a long look at the cost of office supplies, phones, and insurance.  Buying smarter will help you as the outlook improves.  You may have reduced your workforce, or found that some things can be accomplished just as well by using contract labor.  Maybe outsourcing is not the taboo you thought it to be.  Have you lowered your prices and discovered that you can still survive?  There is much to be learned by having to make changes.  There is a bright side.

Getting things done.

Someone once asked J. P.Getty what the secret of his success was.  He said, “I make a list.”  Make a list?  Sounds too simple don’t you think?  However if you make a list and prioritize the list, then check off each task you want to do, you would be amazed at how much you accomplish.  It is best to make your list the night before, this way you will not be flailing at the air the next morning.  You will start out your day being productive. If you find yourself needing more time in the day, try starting earlier in the morning.  Yeah I know it sounds easy, and if you are like me you are not a morning person.  So how about an hour longer at the end of your workday?  Let the answering machine pick up calls; make call backs instead of surfing the web.  If you think about the time you spend on mundane activities you can stretch your productivity.  Think about it.

Multiple Marketing Methods

As much as we would like it to be so, no business today can Market their products or service thru one method. At Appeal Media we recognize that digital media is not the only game in town.  That’s why we involve our clients in print publications, collateral materials, billboards, and of course the Internet.  That being said, digital media has however become one of the most important aspects of any marketing plan.  Whatever the method used we must first clearly identify our target market.  A good or bad thing about the website business is that the market is broad.  Today everyone needs a website and for those in the web design business we know that almost every business has one.  That narrows the marketing opportunities drastically.  Therefore one avenue that needs additional consideration is keeping a web presence fresh. To do so, one possibility is to offer a free analysis of an existing website.  Offering an email response with no strings attached, (no obligation, no follow up without an invitation) but just suggestions for improvement can result in developing a relationship as a trusted resource.  Everyone wants a website that will make them get found and help them get new business.  That’s our job and we’ll discuss ways to do so in future blogs.

Economic Blues.

If you feel like staying in bed instead of trying to sell you’re not alone.  The news today is enough to cause even the most stalwart to pull the covers over their head.  So what do we do if selling our service is our bread and butter?  FORGET DEPRESSING HEADLINES.  People are not rolling over and playing dead, they still need what you have to offer, be it websites to autos.  As to websites there is more need today for business to have a producing website than ever before.  Newspapers, print and radio are not the only way to increase sales.  So for web design firms its time to cut a little on price and offer some free bonus.  Can you add a little flash at a discounted price…offer to preview their existing website and make suggested improvements at no cost?  Now is the time to become a little more creative in your proposals.  Our clients are no different than any others…they scratch where they itch just like you.  Get up, get out, and get busy.  Just a little pep talk.

Become an Influencer.

Often overlooked in selling is influence.  How do you do it and why is it important?  First the importance is closing the sale.  Next is how to best influence clients to buy or use your company.  Remember this, people do things for them not you.  As a result you have to find reasons for using you or buying from you that appeal to them. As often as possible use the word YOU more than the word US.  Focus on the reasons that matter to them.  How will it benefit them, how will it be profitable to them, how will it improve their image, and how will it satisfy their needs.  Funny thing about us mortals, we do things very often for emotional reasons rather than logical ones.  Can your presentation appeal to the emotional issues?  Examine that thought when you are face to face with the client. Influential. Help them see that what you offer will eliminate problems, make the company and them look good, and be profitable.  One more point to remember is most of us want things that are hard to find or scarce.  It won’t hurt to give the impression that your services are not easy to obtain.  People want things that are special and unique.  Offer these things and you have accomplished the goal of being