How
To Use Your Website To
Shorten Your Sales Cycle
© 2007 - 2009 Kendall SummerHawk
Is your website languishing as little more than a web brochure?
As a professional service business, the problem with a web brochure is it’s often loaded with features and ignores persuasive results. A web brochure uses a lot of ‘I’ statements, as in, ‘I help people …’, instead of speaking to the heart of your visitor’s problem. It may use long paragraphs, yet neglect to ask—or answer—the questions your website visitor has first and foremost on their mind. The bottom line is, a web brochure does little, if anything, to shorten your sales cycle!
The secret to rich rewards—more
profits, greater free time—is the potency of your marketing
brand.
Your website has to evoke emotion, build a sense of connection with
your site visitor, and brand you as remarkable. A client capturing
website grabs your prospective client's attention, tugs on their heart,
and inspires them to feel their problem can be solved - by you!
How Can A Website Shorten Your Sales Cycle?
Why let your website languish, never fulfilling it’s promise, making you work harder to bring in new business when you don’t have to? A client capturing website will shorten your sales cycle these five specific ways:
#1 Clients pre-qualify
themselves
Instead of being bogged down with ‘looky-lou’s,’
the calls and emails you receive are from prospective clients who
have already started on the path of hiring you. Why? Because their
key questions have been answered. They believe you understand their
situation, and they are looking to you as the solution.
The results for you?
Your time is spent on clients who are a match for your service.
#2 Weeding out the wrong
type of clients
If your website sends a clear message of exactly who you work best
with and what problems you solve, it will automatically weed out the
wrong type of clients. Worried about missing new opportunities? Don’t
be! The wrong types of clients never become the right type. The difference
is, with a client capturing website, you’re saved hours of time
and effort figuring out--one person at a time—if you’re
a match.
The results for you?
Increased focus and energy you can spend on the clients you love working
with.
#3 Evoking emotion
A ho-hum website generates few calls or contacts. What a waste! From
your opening headline, to your tagline and final call to action, a
client capturing website must create a strong, lasting, powerful impression
with a unique message. The sensations, thoughts, and feelings you
want to inspire are woven throughout every page of your website. Even
your choice of colors, design, and images enrich the emotions you
want your visitor to experience.
The results for you?
Your prospective clients instantly feel a sense of connection and
begin to feel comfortable with you. Remember, people buy on emotions,
not facts, and they buy from people they like.
#4 Getting your visitor
to act
That is the point, isn’t it? To motivate your website visitor
to take action! Whether it’s to pick up the phone to call you,
send an email, sign up for your ezine, or download your special free
report, your website must stir your visitor into action…now!
The results for you?
You spend less time marketing, and more time delivering your service.
#5 Gaining permission
for you to follow up and contact them again
It’s no secret that your database is your goldmine. But people
are smarter, savvier than they’ve ever been. You have to gain
their confidence in two ways. The first is that you won’t abuse
the privilege of having their name and email address. Next is that
you have something valuable to offer in exchange for those two priceless
pieces of information. Once you have their trust, you must continue
to earn it with each contact you make. My best advice? Make certain
every email or phone call includes a valuable tip, resource, or helps
your prospective client learn something new.
The results for you?
You build outstanding brand loyalty. A business built on loyal clients
is a business rich in value!
It’s time to raise the bar and expect more from your website. Create a client capturing website and you have a ‘marketing brand ambassador’ working for you twenty-four hours a day.
About the author:
Kendall SummerHawk, Million Dollar Marketing Coach, delivers smart, savvy ways 6-figure entrepreneurs can earn a wealth of money, time, and freedom. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com