Have you ever thought that maybe your business website doesn’t do much to find new clients?
It’s a persistent question, and many companies turn to marketing agencies for answers and advice.
Why?
Well, the internet has molded consumer behavior and tastes, and this sparks curiosity about other ways of buying and selling.
The smart solution is to continually adapt to change—but you already know that.
As it happens, many business sites (perhaps too many) have not been developed in the context of a sales plan.
-They are a depository for institutional knowledge and news related to the company that very few people read (aside from owners and CEOs, of course).
– They often function as a “shop window” that may show products and services but doesn’t add much value.
This is the key
If buying behaviors have changed (and the internet has become an area of decision making, where customers research and explore before acquiring a product or service), how can you adjust your website to gain new clients?
The solution lies in listening to your potential customers and be proactive to obtain the best results.
There’s a lot to do in that respect, but for now, we’ll focus on one of the most important questions about your website:
What makes your product or your service unique?
Now, think about it in terms of benefits.
Can you?
The challenge, here, is to change your perspective and understand that potential (and current) clients are not interested in your business or products per se.
What does that mean?
Customers want to know how your products will provide solutions to problems at work, in their activities or in their daily life.
Your future clients will invest their money and trust in your business.
It’s time to offer them concrete solutions.
Let’s say that you work for a management software company. You may have a highly detailed description of the technical aspects of your software.
But potential buyers want to know the benefits and utilities it has to offer.
For example, they want to know that with your software, they’ll get:
– Increased earnings
– optimized time and improved productivity rates
– Reduced costs
In other words:
– more free time
– less stress
– better employee satisfaction
Apply this to your sales pitch
To generate more interest and support your sales strategy has to:
– Concentrate on benefits, not on characteristics.
– Utilize all possible media (notes, infographics and short videos) to explain them.
– Offer tutorials and free guides.
– Survey real clients to find out their opinions and needs.
– Come up with answers to frequently asked questions.
To reduce confusion:
– Characteristics are part of your product or service (and aren’t sales argument).
– Benefits describe or imply what your product or service can do for clients.
Take this real life example of a digital camera:
Characteristics are: | Benefits are: |
64 GB memory | You won’t run out of space. |
Optical SteadyShot with intelligent active mode | No more blurry photos from your kids’ birthday parties. |
Understand and Connect with your Client
If you support the idea of a sales strategy that includes your business website, it’s time to change the way it interacts with your audience.
Start by understanding your (potential and current) customers. What do they need? How can you help them?
Next, translate this information into concrete benefits.
Finally, cut the typical corporate jargon from your homepage and publish these benefits instead, front and center, in a prime spot.
Questions? We can give you a hand. Contact us and keep moving forward!