Dec 15, 05: Those setting up online business for their merchandise or services always have a perpetual question in their minds as to what to do differently than those people marketing a physical product, as the psyche is that those having advantage of personal interaction tend to fare better. Valid or invalid, it is common predicament.
There are some definite challenges for convincing a customer while offering your merchandise online. Some of the common ones are:
Challenge #1: You are the product. When you sell a service or a product, whether you're a freight provider, garment producer, web sire designer or just sell any thing under the sun, or whatever. You're selling your promise of a particular result as opposed to a tangible product.
Challenge #2: Your time is limited. Unlike someone selling a physical product that can be stored and shipped on demand, you can only provide as many services as your time allows.
Challenge #3: You must prove your ability to deliver measurable results, while emphasizing flexibility. People will want to see proof that you've delivered great results for other clients, but they'll also want to know that you're flexible enough to meet their own unique needs. You need to prove that you've satisfied the needs of other clients like them with great results and demonstrated your ability to customize your service to meet their personal, unique needs.
Challenge #4: You're using a global medium to attract local business. Service-based businesses frequently rely on local clients. So service-based sites that rely on local customers need to actively pursue sources of local traffic. In order to overcome these challenges, there are several strategies you can employ.
Strategy #1: Establish your credibility. When you sell a service, you're typically selling a relationship with yourself. And this requires spending more time and effort establishing your credibility and developing a rapport with your visitors than is typically required on a site selling a physical product.
For example, a site that sells a product like gift baskets might include some brief "About Us" information that gives details about who the Web site owners are, why they started their business and how long they've been online. Do write about guarantees, delivery procedures, etc. but avoid misplaced information about the Web site owners.
Include a list of your credentials that are going to translate into a benefit for your clients. Don't make the critical mistake of assuming that visitors to your site can make this leap on their own. Clearly spell out the benefits you offer in your sales copy.
It would be better to provide evidence that other clients have been satisfied with your services. Depending on the nature of the service you provide, you may choose to do this in a few different ways. Testimonials from clients are a great way to establish your credibility. However, if the confidentiality of your clients is important, you may need to approach this a bit differently by including more general descriptions of problems you've encountered and steps you've taken to solve them.
Strategy #2: Be specific about exactly what you're offering. You need to be very, very specific about what you're offering. Answer these questions to your potential clients as 1) Do you offer the same services? 2. What makes you different from your competitors? 3. Do you specialize in anything? 4. What kind of guarantee do you offer? 5. How will your services be delivered?
Strategy #3: Demonstrate your flexibility. Explain how you're willing to customize your services. Talk about each group and explain how you adapt and change to meet their individual needs?
Strategy #4: Make it easy for leads to contact you. If you're selling a service over the Web, then you're generating leads--your goal is to compel visitors to contact you. You need to make it easy for your visitors to contact you. Provide an online form, your e-mail address, phone number, fax number, physical mailing address and any other relevant information (like the best times to call you). Make this information highly visible and easily accessible from every page of your site.
Strategy #5: Network and get listed in local directories. While almost all the traffic techniques used to drive visitors to product-based sites can be applied to service-based sites.
1. Network with other local businesses. If you want local traffic, start making personal connections with other local business owners--preferably those with sites of their own. Look for ways to position your service and your site as a resource to their customers, and then request a link on their site or get permission to leave your business cards (printed with your URL, of course) in their lobby. Consider rewarding local business owners for sending traffic and leads your way by offering them a special gift, a discount off your service or even a portion of the profits.
2. Get your site listed in local online directories. There are plenty of local online directories that list only two or three businesses in categories that should be quite popular. With consumers becoming more comfortable searching for information online, it only makes sense that they're turning to these local directories to hire local services with increasing frequency.
Strategy #6: Encourage referrals and repeat customers. Always, always, always follow up with existing clients! Are they happy with the job you did for them? Is there anything else you can do for them? Do they know anyone else who might benefit from your service? Don't be afraid to remind previous customers that you're there. And don't be afraid to ask for referrals. If you've done a good job for someone, they'll likely be more than happy to refer their friends and business associates to you.
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