Skill #4: Salesmanship
There’s a big difference between talking to someone face-to-face, and speaking to them across the web. Writing sales copy on the web is similar to writing a sales letter or flyer, in that you must anticipate questions that the customer has in their mind and answer them on the page. You have to get into your customer’s mind. You have to imagine sitting across the kitchen table from your customer and carrying on a conversation about the product. Imagine the questions your customer brings up about the product in this imaginary conversation. Then, ask the question in your sales copy as if it were coming from your customer, and answer the question. In this way, the customer’s objections to the sale are brought up and answered, and you help them toward the decision to buy the product.
OK, so you’ve convinced the customer that the product is exactly what they want/need. But, you aren’t done. There are competitors on the web who offer the identical product. Not only do you need to convince your customer to buy the product, but you want to convince them to buy from YOU. How do you do that?
Again, you have to anticipate the customer’s objections when it comes to buying from a particular website (yours). But instead of bringing up the question…
re-assure them of the things that they want to know:
- Your order page is secure
- You protect their sensitive and private information
- You accept their credit card
- You are there before and after the sale with world class customer service
These are the usual objections that people have in their mind when considering a web purchase. I don’t know about you, but every time I start to enter a credit card number into a webpage, I first look down to be sure the “lock” is on, meaning that the transmission of the data is secure, and the data is being kept in a secure server location.
So, where do you learn the art of webpage salesmanship? I learned much of what I know from Ken Evoy. "Make Your Site Sell" is considered by many as the Bible on web selling. Check it out at:
Make Your Site Sell
Ken has also written many other ebooks. A couple of other ebooks that have helped me along the way are:
Make Your Price Sell
And
Make Your Words Sell
We’re on the final stretch to the last few skills you must acquire!
Continue with Home Business Online Opportunity Skill 5...