Imagine opening your business without any of the following: a bank account, a telephone, a product or a service, an accountant and the list goes on and on. To take such action is a disaster just waiting to happen.
Yet, how many businesses, especially start ups, fail to have a website? Recently when reading my local paper, I discovered a 4-color glossy extremely well produced insert for a construction company that built custom homes. The pictures looked great, the content was crisp as well as engaging. As my eyes traveled downward, I noticed a generic email address, but no website.
Big mistake! Why? Internet marketing research suggests that the majority of people in the United States use the Internet not only for information, but as the “Yellow Pages” of the 21st century. In some cases, a web site or lack thereof can be a deciding factor specific to connecting with you as a potential provider.
The earlier mentioned construction company probably invested a conservative $500 to $1,000 for this marketing action. Their marketing flier followed at least 2 of the 4 marketing criteria:
Attention – The insert did get my attention because it was glossy, smaller than the standard fliers and very colorful
Interest – The flier interested me and I began to read it.
Desire – Since I am not looking to build a house, the piece did not create any desire. However that does not mean I do not know someone who might be considering building a house.
Action – The call to action, a generic email address, actually put me off because my expectations had been elevated due to the graphics and I was actually looking for more.
Websites are now part of your gaining favorable attention in the eyes of your potential customers. According to Al Konieczka, President of Alkon Consulting Group, Inc., “Using technology to link your Web site to the interest of your prospects and customer is a critical factor in business today. Web sites help small business owners including real estate agents to take advantage of the Internet and gain an edge over their competition.”
Sales Coaching Tip: Invest your marketing dollars into a website if you do not have one. If you have one, make sure that it is truly search engine friendly and that your sales skills are actually converting visitors to take action. For today, surfing the Web is no longer an option for any business.
Website A Must For Every Business That Wants to Increase Sales - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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