One of the questions I recently read online at Linked In, was obviously written by someone in sales frustrated by potential customers lack of interest in hearing his message. It read: “If someone could get a better quality product that is less expensive why would they avoid talking with someone about it?” One of the most probable honest answers is that no one ever really enjoyed sitting through a sales pitch and dealing with the numerous follow up attempts made by the salesperson delivering the pitch. Another probable answer is why would someone subject himself or herself to an unsolicited time zapper if they didn’t have to, when all that is needed to find a supplier is a millisecond Google search.
The back-story and how it changed my method of selling
After the housing boom ended and tightening credit rippled through the mainstream supply base, I believed, the time was right to market for a financially solvent, low cost manufacturer. I thought that presenting a potential supplier who carried no debt and paid its bills on time wasn’t a hard sell, but rather like dropping off a Christmas gift. Just delivering that message ought to bring in tons of opportunities. So, off I went on a concentrated sales effort seeking new business for a plastic injection molder; targeting companies who outsource molding, covering four states, using the tried and true Brian Tracy method of selling.
To my surprise, just a few calls set the script for the entire road trip. I encountered extremely polite people: most often an engineer, manager, or sales person, answering the main phone line due to cutbacks in their office. After my brief introduction, and their reassurance they were always looking for good suppliers, the water turned murky. The first question they always asked was “Do you have a website?” Of course, we did and I gladly directed them to it. But how could such a simple question, wreak such havoc?
What I found out challenged my lifetime of experience and changed my future course
The financial crisis and global economy removed a lot of ordinary expenses from a products price; such things as a salary for a receptionist in the lobby and a staff to review a new supplier. Due to cutbacks, the buyer now wears several hats combining his/her workload with that previously done by their boss and other staff. No longer is there a personal introduction of your company and it’s glossy brochure. Or even an appointment to deliver it. There is no time in their routine. The selection of a new vendor is now the result of a Google search and a printout of the first page of search results.
Although the people in charge of the buying process now, are more than ever willing to consider a new supplier, the decision is instant once they visit your website. The judging is now done after a mouse click tour through the story told by the links on your site. The website must present excellence. Why customers must choose you has to grab their attention. It’s the one and only chance to sell. Worse, you’ve only got ten to fifteen seconds to set the hook. The “new” customer considers your potential quickly and decisively. If your unique offer is not included in that first few seconds, it is the kiss of death.
For the next year, knowing how to master this one task occupied my every thought.
It became clear; future prosperity for any business will only come through Internet marketing. Any company hoping for new growth has to occupy a top search position for its niche. Fortunately the tools and techniques are readily available. If you know me and wondered where I had been, I spent the last year totally immersed in mastering Internet Marketing. By applying both the old and the new marketing methods, customers find me and ask for a sales call. Now that is different.
Having the right kind of website, a diligent use of back office tools, and the right someone to implement them is all that is required. I encourage you to call if you recognize the need.
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