5 Ways A Website Supports Your Sales Team
Far too often we hear “our website is more of a digital brochure than a sales tool” which is troubling because while internal stakeholders buy into this thought, externally potential customers are judging the company based on what they see online. It is time to reverse this misconception and get your company on board with the idea that a website should support your sales team. Here are 5 ways that a website should support your sales team.
- Validates The Sales Pitch: A salesperson may only have a few moments to capture the attention of a qualified prospect. Oftentimes a salesperson has an “elevator pitch” that should state the benefit, the feature, and the ask of the salesperson. What happens next? Research shows that 94% of B2B buyers conduct online research before purchasing and the website needs to reinforce the message your sales team is spreading.
- Introduces Other Services: There are different ways to introduce other relevant products and services to a prospect visiting your website for the first time. When it comes to selling products you can do this on the product details page, see the new Boppy Company website for example. On the B2B side you want visitors to see your breath of expertise as soon as they land on the homepage but also make it easy to find the solution they originally were researching. See the website for Sand Cherry Associates and notice how their B2B consulting services are organized in an easy to understand and eye pleasing manner.
- Adds A Human Element: The stats don’t lie folks. People want to work with people they like and you can get a leg up on your competitor with a great team (or company culture) page that accurately reflects your company’s values. Below is a screen shot showing the behavior of traffic to the Zenman site for 2017 thus far. You can see that the “Company/Team” page is our second most viewed page behind the Homepage.
- Produces Leads While They Sleep: Nothing is better than waking up in the morning to a fresh qualified lead. Someone literally asking for a salesperson to get in touch. Has your company ever experienced this? If you are a small to mid sized company who has, you are amongst the few. Sadly, 1 in 10 of our prospective clients do not see their website as a consistent lead gen tool because they simply don’t get any leads. This is evident even in a couple of our Fortune 500 clients as well. The most common reason for this, we find, is a communication gap between marketing and sales. A blog written earlier this year titled “Blogging: How to Generate Leads Like Magic” goes into more detail.
- Gage Interest & Optimize Sales Pitch: We see far too often sales pitches that are based off of assumptions of what the customer is interested in. Companies push a message onto a prospect rather than pull them in with content that brings the prospect value. This is referred to as “Push & Pull Marketing” and while there are instances necessary for each, pull marketing is much more effective as it attracts people interested in your service. Take a look at your Google Analytics and track how users are navigating your company’s website. You may find that prospective clients or customers are much more interested in how you work rather than what you sell, or that they are much more inclined to read case studies rather than see testimonials. This will allow you to adjust your sales strategy to what your market wants most.