Developing Your Website Selling Process
This blog entry was posted on March 21, 2009.
How you present information to the visitor to convert them from a prospect to a customer is your sales process. Your selling sequence should follow AIDA. This is Attention, Interest, Desire and then Action. This has been in use as a sales training tool for over a hundred years. For good reason, it works.
The typical selling sequence starts by making the prospect aware of your product. You then spend time generating interest in what you are selling. You then stimulate the desire to possess the product. Finally you encourage the prospect to buy.
A visitor begins by arriving to your website because they are searching for a solution to their need. If you start by demonstrating what your product can do, then the customer may not want that capability you are offering. If you first create interest and then desire for your product, then they feel they have to have what you are selling.
You have to develop the need. You do this by first asking questions in a way where your product or service is the natural answer to the question. Do this with the right questions and then you develop a genuine need for your product.
If you have several pricing levels, which do you present first? You would present your highest priced, premium priced products of course.
The airlines are pros at this. Think of how you enter the plane on the way to Economy. First you get on the plane and walk through First Class. You see the wide comfortable seats, all the amenities, even drinks being served before takeoff. Next you march past business class and then you arrive in Economy.
Pricing for First class gives sticker shock, and most of us say no to the high prices. But every time we enter the plane, we are guided thru the sequence of Attention, then Interest and then Desire. This helps trigger Action when we finally get fed up with Economy and “bang”, they have a sell.
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Related posts:
- User Persona: Developing a Website Visitor Profile
- Stay Active During Your Website's Planning Process
- What Makes a Great Business Website?
- Getting Your Website Visitor to Take Action
Filed under: Internet Marketing,Website Design
This entry was posted on Saturday, March 21st, 2009 at 6:27 am and is filed under Internet Marketing, Website Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.No Comments
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