Is Your Poor Online Presence Hurting the Effectiveness of Your Sales Team?

1

• Is Your Poor Online Presence Hurting the
  Effectiveness of Your Sales Team?

2

• Fact a badly designed website can lose you new
  business because like it or not, prospects will
  actually research your company and its personnel
  starting with the website.
• If you value your service offering at 10,000
  and your website reflects a service offering
  valued at 1,000, your prospects will move on.
  Quickly.
• They simply wont believe youre worth engaging
  with.

3

• So, how do you know your website is passed its
  use by date, needs an upgrade or worse still, was
  never even developed with any consideration to
  your target customer in the first place?
• For the majority of businesses, having a website
  is like owning pair of Air Jordan sneakers in the
  90s you owned them because every other kid on
  the block did. The why didnt matter, you just
  had to have them because everyone else did.

4

• While many businesses owners opt to have a
  website because thats what the trend dictates,
  few rarely pause to consider the why. Why do you
  even need a website?
• What is the actual point of having one?
• Donning a pair of Air Jordans wont give you
  any magical basketball abilities, but a
  well-planned, beautifully designed and perfectly
  executed website can actually work to generate
  you new business.

5

• A business should have a website reflective of
  the value propositions they bring to their
  customers.
• It is a powerful business tool and should be
  viewed as much internally by all members of
  staff. A website that articulates your value as a
  company can be leveraged multiple times over to
  make money either through tangible avenues like
  online sales, or intangibly by showcasing your
  brand.

6

• Yet organisations spend so little time
  collectively giving any consideration to their
  websites online presence that the
  self-fulfilling prophecy becomes inevitable the
  website doesnt work for the business as a
  sales tool and becomes just another digital
  desert town with tumbleweeds blowing down the
  main street.
• It is relatively easy to overhaul your website
  and take your business to that next level from a
  digital standpoint. You need just three
  ingredients

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• You need to actively recognise that this is an
  investment in the business and personnel within
  the organisation need to buy into the reasons for
  the redevelopment / new development.
• You need to be able to articulate who your ideal
  target audience(s) are and why you are the
  solution to their problems AND then speak to that
  target audience through the websites messaging.

8

• You need to engage with a trusted digital
  partner who knows as much about website design,
  development and online customer acquisition as
  you know about your core business services.
• Actively contributing to the websites content
  footprint and creating the perception that you
  are a leader in your industry is the ongoing
  requirement to supplement the above.

9
Case Study When a Website Leaves Money on The
Table

• Several years ago, we consulted briefly with a
  gentleman in the financial sector. He recognised
  the potential in utilising his website as a tool
  for new customer acquisitions into his small
  firm.
• Unfortunately, the price point for his core
  service was considerably higher than what the
  clip-art-esque nature of his website reflected.

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• Over a period of a few months, we were able to
  increase visitation to his website for his target
  audience seeking this core service by about 20X
  what he was previously receiving.
• He actually became the top-ranked website in
  Google for his sector for the most competitive
  keyword in the city he was based in.
• Over the following 3-months, he received exactly
  zero enquiries through his website. From over one
  thousand new website visitors who were his
  potential customers. Zero.

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• We recommended this client consider redeveloping
  his site to address his lacking website
  conversion capabilities. He opted for the this
  online thing is not working for my business
  approach and left things as they were.
• Leaving a legion of potential clients and
  money on the table.
• Any investment he made in redesigning his
  website would have paid itself off within
  6-months.

12
Quick Engagement Is Critical

• The rough statistics show youve got about 3-5
  seconds to engage a prospect before they move on
  to your competitors site. Slow load times,
  non-secure notifications, a bad design or a
  complicated navigation is almost a guarantee that
  your prospect will not hang around for very long.
  They want to feel safe and that the trust theyre
  putting in you is verifiable.

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• A strong brand in the marketplace is not a
  silver bullet. Such a thing does not exist, but
  there are several key factors you should consider
  if you want to redevelop your website to your
  advantage.
• Use your website as an educational tool. Not to
  talk about your company and why youre the
  perfect vendor for your prospects, but to
  actually provide insights into how you understand
  your prospects core problem. This helps to build
  trust.
• Make a point of addressing these pain points and
  creating information relevant to them and how
  that pain can be alleviated.

14

• People buy people, and if a prospect is far
  enough through the buy-cycle, any BDM or business
  owner worth their salt should close them, but
  your key personnel should always be represented
  on the website with appropriate photography that
  is professionally shot.
• Articulate your Value Propositions succinctly.
• Make it easy for your prospects to contact you.
  Contact forms that dont work, incorrect phone
  numbers or contact information that needs a
  bloodhound to sniff it out looks unprofessional.

15
First Impressions.Last.

• Great Business Development Managers and a
  competent Sales Team should leverage their
  networks, converse fluently with prospects and
  will most likely be very congenial at networking
  events they attend.

16

• They are the human face (one of them) of your
  business and any positive impressions they make
  on behalf of your organisation are vital to
  attracting new business. But with the exchange of
  any business card and a handshake with a loose
  agreement to catch up for a coffee in the near
  future you can bet that prospect will make time
  to visit your website once that initial meeting
  is over.
• What would be the impression of your business
  then?