Websites The Silent Salesman

Websites -The Silent Salesman  
Is your website a selling tool or just a static piece of literature

A website is so much more than an online brochure. It is a  powerful sales tool that can move your best prospects through the complete sales cycle.Start by identifying the steps a new (or existing) customer goes through to buy your product or service. Then look at your website and see how it can support that process at each step. The website’s architecture should prompt them to move to the next step but not force them to do so. Also, be sure to provide a simple “call to action” at every step.

How do people buy your product?

Every business is different but here are the steps my prospects went through when I was a manufacturer.

Steps in a sale process:


Client has a question or problem and wants to know the best (or fastest) way to solve a problem

  1. Discovery – The client looking for answers starts on the internet, but also reaches out to friends or partners and attends trade shows… etc.
  2. Introduction – The client visit websites or booths of potential businesses who fit their criteria, know their business or can solve the problem… to check them out.
  3. Questions – Client asks direct questions to see if there is an understanding of their “unique” problem or if you can offer possible solutions.
  4. Visualization – Client see themselves  in the solutions presented… what color does it come in?
  5. Demonstration – Present an onsite working demonstration or proof of concept   
  6. Business plan – Client creates plan of how solution will be implemented and presents this to their organization.
  7. ROI - Cost justification of solution with an industry appropriate return on investment (ROI)
  8. Close – Purchase is made

How does a website sell?

  • Discovery – Search Engine Optimization for high page rank, links to authority websites, blogs, “appropriate” Social Media discussion groups, Website shows “what’s new” or the times and locations of where to see it.
  • Introduction –  Web 3.0 design: Looks like a leader, clear branding, appropriate headlines and picture that show what you do, how you do it and for whom.
  • Questions – Clear phone number, good industry specific content, effective use of email forms as “calls to action.” Make it easy to ask a question and have a clear “Contact Us” link.
  • Visualization – Industry relevant content and images, “Client Work Space” to make reordering easier, large high resolution images to see greater detail and case studies.
  • Demonstration – Short video, Skype conference call
    GoToMeeting software, in-house presentation appointment.
  • Business plan – Case studies, white papers, contact with industry specialist
  • ROI – In most case this is best handled one on one but case studies and white paper will help.
  • Close – Folks buy from folks.  Nothing beats a face-to-face meeting…. but it never hurts to have a “Buy Now” botton that links to eCommerce.


Websites are very good for after-sale support…. but that is a subject for the next newsletter.

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admin on March 7th 2016 in Web Stuff

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