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Just because the Internet is global, doesn't mean it isn't local. In preparing
your business to be online, you will need a website. Now, the purpose of your
website will be a little different than the purpose of a website owner who sells
to an international or national audience.
People call and ask for sales information or to get more details about what you
sell. They ask routine questions like:
"What time do you open?"
"What time do you close?"
"When can I schedule an appointment?"
"What forms of payment do you accept?"
These are questions your website should be handling for you. If you had a
commonly asked questions section on your website, you could simply direct
potential customers there. In all of your ads you would have your website
address listed so that prospects could find the answers to these routine
questions so they don't ask you.
Believe me, most people will go there first to learn more about your business.
Especially, as your local area gets more connected to the Internet each day.
This ultimately means less people will call you to ask these routine questions.
Your sales literature changes constantly. Prices change. The types of services
and products you sell change. So your sales literature is never really up to date.
If your sales literature was online, you could easily change prices, products and
services offered, office hours, etc - and it wouldn't cost you a penny.
You aren't as prompt with mailing sales information as you would like to be.
Here's where your website would come in handy. Instead of mailing your sales
literature or explaining what you do over the phone you could direct people to
your website for these details. When they call you, after visiting your website,
they will be better informed about what you do, how you do it, and when
it can be done. This means you will spend less time explaining and more time
providing the actual service or selling the item desired.
* Frequently asked questions about each product or service you provide. Again,
for one week write down all of the questions and concerns people have about
the products and services you offer.
Give details such as available sizes, colors, styles, etc. Talk about the limitations
of each product and the best way to use them. If you offer a service, do the
same for each service.
Basically what I am saying is that your website should be an extension of you. It
should be an extension of your staff. Look at it this way, your website should
contain as much information to service potential customers so that you or staff
will be of very little need.
The purpose of your website is NOT to sell your product or service directly.
Remove all thoughts of selling your product or service directly from your website.
Most commercial websites are trying to sell a product or service directly online
to a national or international audience. This is not necessarily your goal if you
only want to sell to people in your local area.
The main goal of your website should be to EDUCATE your website visitors about
what you sell and how you sell it so well, that when they do call you or come into
your shop or office - they are ready to buy!
By Bob Brolhorst
Wave 5 Marketing
bbrolhorst@wave5marketing.com
http://www.wave5marketing.com |
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