Is Your B2B Site a Good Salesperson?
Is Your B2B Site a Good Salesperson?
Is Your B2B Site a Good Salesperson - To learn more about this author, visit Scott C. Margenau's Website.
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It's long been said that your Web site is like a virtual salesperson, telling potential clients about your company. In this economy, you must ensure your salespeople are at the top of their game and really understand your clients' needs. Your Web site, acting as an über-salesperson, needs to do the same. When an author writes a book, he carefully organizes that book into chapters. Chapters have a precise order aimed at telling a narrative. The story isn't told all in the first chapter; readers are introduced to the story and brought in gradually in a way that makes to them. Similarly, when pitching to a specific industry or company, a salesperson doesn't put every detail about your company in a slideshow. First, she researches the prospective client first, then either picks the appropriate canned presentation (e.g., the one concentrating on the financial vertical or retail vertical) or creates a new presentation from scratch that contains the information about your company that will be most relevant to that prospect. Think about how much content is on your Web site Custom web design and how your site is organized. Most B2B (define) sites have a "Products" or "Services" tab that lists everything the company does. The user is left to ferret out the appropriate information for her type of business. This is akin to the book author throwing all his pages on the floor and saying, "Start reading wherever you want." A B2B Web site shouldn't be like a "choose your own adventure" paperback. A good salesperson is a good storyteller. A salesperson's job is to tell your company's story to a prospect in a way that makes the prospect understand, in the prospect's own language, how your company understands them, their business, and their problems -- and why your company has the solutions. Your Web site must do the same. How good a salesperson is your site ? If a salesperson went into a meeting armed with only your Web site and said to the prospect, "Click on something," how far do you think the meeting would go? Here's your homework: 1. Ask your best salesperson to give you a sales pitch for a specific client or industry using only your Web site as a visual aid instead of her PowerPoint deck. 2. Make notes about the order in which the salesperson tells the story and which pages on your site are used as a visual aid. 3. If the salesperson ever says, "There isn't really a good place on our site that shows X", note it and request the page in question be created. At the end of this exercise, you'll know whether your site actually has enough of the right content to be a good sales tool. You'll also have an idea of the narrative structure that your salespeople use to introduce your company to a specific industry. Your next step is create a site section tailored to this industry that puts all those pages in the correct Professional web design order and makes sure the major story points (i.e., the main things your salesperson said) are clear and readable amidst the rest of your content. Once you have sections dedicated to each vertical you serve, your site will begin to act more like your best salesperson. Each of these new sections will tell a clear story relevant to each vertical. Sections will include important details, and leave out the unimportant ones. Additionally, these special areas will help with SEO (define), because they will contain more industry-specific terms likely to be used in natural searches. In this tough economy, you have to put your best foot forward. Having a one-size-fits-all Web site that doesn't really cater to any of your prospects is far less effective than creating very specific sales pitches for each vertical. Your salespeople already know this, so it's time to loop them in and use their knowledge to reinvent your B2B Web site as a powerful sales tool.
Is Your B2B Site a Good Salesperson - To learn more about this author, visit Scott C. Margenau's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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