October 3, 2002
Sales & Productivity Newsletter
Welcome to the NEW Gulas Group Sales & Productivity Newsletter. This issue deals with common mistakes made by Web store owners. These types of mistakes encourage visitors to "bury the bone", resulting in lost sales, visitors, and reputation. Several strategies are discussed to help avoid these situations. We hope you will find it useful and if so, pass it on to other friends and colleagues.
This Issue: Selling on the Internet:
"Burying the Bone" in Cyberspace
As the previous article stated, bonding with everyone in a prospect group is key to outside sales. Incorrect speculation about decision-makers and failing to establish bonding and rapport results in the bone being buried out of reach. The same holds true in Internet selling. The only difference is that the Internet is much less forgiving.
So, how can you apply what you just learned to keep your online buyers from "burying the bone"? When selling on the Internet, it's all about knowing your market (bonding) and instilling a deep-trust among your visitors (rapport).
SOLUTION 1 - KNOW YOUR COMPETITION AND MARKET:
Lesson Learned: All the sales-savvy web sites, discounting, and promotions can't take the place of a single, well-researched, Internet marketing strategy.
SOLUTION 2 - BUILD A SITE THAT INFORMS, IS EASY TO USE, AND RELATES CLEARLY TO YOUR BUYING PROSPECTS:
Lessons Learned: Billy Bob should have chosen a light, delicate, and feminine color scheme that matched his buyer demographic. He might have also chosen larger font sizes for easier reading, and perhaps even created mirror sites in the various native languages.
SOLUTION 3 - BUILD RAPPORT AND TRUST
SOLUTION 4 - COMMIT TO GENERATING INTEREST AND BUILD BRAND RECOGNITION
Lessons Learned: Billy Bob truly understands that launching his web site is only the first step of many. He knows that generating targeted interest for his products will be an intensive and ongoing process as well as a financial obligation. In all future projects, Billy Bob will anticipate and budget dedicated marketing resources to help establish his brand and drive targeted traffic to his web site.
By following these simple tips, your Internet venture can see positive results and avoid many of the pitfalls the "Billy Bobs" of the world are making. For more information about our Web Effectiveness and Internet Marketing services, please contact us or take one of our free assessments online at:
Copyright © 2002, Gulas Group, Inc. All Rights Reserved.
Unauthorized Use or Duplication is Forbidden.