5 Things More Important to Internet Buyers than WHAT Youre Selling II

Web commerce is all about courtship, not salesmanship. In life, a suitor can't go from first date to the engagement ring in one afternoon. Courtship is an intricate dance, where each party contributes to the relationship at a measured tempo. Trust grows through gradual exchanges and reassurances.

Yet, the typical sales-oriented Web site urges the visitor to jump to commitment right away. Pushing for them to "BUY NOW!" is not only premature, but a misapplication of the fact that visitors are in a hurry. Developing a relationship can't be rushed or skipped--not if you intend to lead them to the alter (sale). Buyers want and need to proceed at their own pace.

Each request you make of a visitor "call, read, subscribe or buy" requires a higher level of commitment. So back off the hard sell, and instead weave the steps into a sensuous dance that respects them and invites a lasting relationship. It's possible, if you follow these five points that buyers care about.

1. How well they're treated

The mood of the site should be welcoming, geared to assist the customer finding what they're looking for. Trust grows as you minimize their sense of risk. And make no mistake, the buyer's risks are greater online. Recognize them and reduce them as much as possible. They've been conned, burned, or faced non-delivery of purchases--not to mention abuse of their credit cards or privacy information.

The Internet works because people feel anonymous. People are understandably leery about revealing personal information. So every aspect of the site needs to say, "you're safe here" along with, "look at all the interesting things we have to show you." One fast move and that skittish deer will bolt.

Web commerce has several inherent disadvantages--shipping charges, delays until products arrive, lack of hands-on assessment, etc. When buyers encounter other disadvantages as well, whether it's unacceptable policies, or added costs, they treat them as a deal breaker--even if it's just a little bit more.

2. How efficiently the buying process went

Assuming your site sells a tangible product, the buyer has to be able to assess its looks, materials, uses, and value without being able to touch it. This can be accomplished much better with some products than others by use of photographs and descriptive copy. But a buyer still takes a chance as to color, size, quality, and suitability. Sales sites need to know their customers' concerns so well that they anticipate what they need to know.

Design the site for ease of scanning and logical organization that presents information so it will guide and inform.

3. How much aggravation they had to endure

Here's where poor navigation or slow download times cost you sales. (Navigation problems are a main reason why site visitors leave.) They won't stay at a site where they can't easily find the answers they want. And if they have to wait too long for pages to load, forget it. Internet users are extremely time sensitive. The high percentage of abandoned shopping carts (as much as a quarter) proves that the payment process can defeat all efforts to motivate the buyer. These are "almost" sales, where sloppiness got in the way.

Getting through some payment procedures confounds even experienced surfers. How many payment options do you provide--anywhere from Paypal to fax your order? Credit cards are convenient, but not always the purchaser's preferred choice. How intrusive are the questions (yes, we know about fraud avoidance)? When the goal is building trust (in both directions), how many "we don't trust you" signals does your site send?

4. How many mind games were played on them

The primary products sold on most web sites are hype and high pressure. Unfortunately, that's not what buyers are looking to buy, and why conversion rates online are so abysmally low. The quality of typical sales copy is aggressive, designed more to trick than inform. It seems like the sales letters were drafted from the same manual.

Aggressive tactics are so widespread that effective, customer-friendly copy can actually stand out. So get rid of the "gotchas." Customers dread them, and then relax once they don't find them. Mind games don't end after the sale's complete. Be alert for delivery, security, and privacy lapses that could creep up after the sale.

5. How well the business has its act together overall

Behind the computer screen are untold elements--efficient links, quick loading, glitch-free credit card processing, the respect for the visitor's time, etc., that reveal the company's priorities. Unless all the parts work with a consistent goal and degree of care the buyer experiences whiplash. Sour notes (small potatoes signals) are trivial in themselves, but break the momentum toward purchasing. They're easily eliminated--once you know to look for them. To learn how, read the helpful articles at my site, http://www.giantpotatoes.com

Give yourself extra points for post-sale follow up. Here's where Internet sellers can shine because of autoresponders and customer-oriented e-mail. Don't just use such tools for making the sale. Use them to build relationships and added value after you get their money.

Dance Your Way to Profits

Courtship is necessary to develop a lasting relationship.

The pace of the dance should reflect the give-and-take necessary to build trust. Don't sell the buyer, court him with a well-paced dance.

This is Part II of a two-part series. Part I can be read at: http://www.giantpotatoes.com/article201.htm

© 2004, Lynella Grant

About The Author

Dr. Lynella Grant is an expert on the signals that make up the "body language" of a business. Author of The Business Card Book and Stop Looking Like Small Potatoes Visit http://www.giantpotatoes.com Off the Page Press (719) 395-9450 mailto:grant@giantpotatoes.com

---

3 Steps to Finding More Customers

Step one: Knowing your CustomerTo find your ideal customer, you... Read More

The New Marketing Landscape

Many of us in the marketing services and/or agency business... Read More

Web Site Marketing Puts Your Own Mark On A Business

The web site marketing you use to promote your Internet... Read More

Advertising Sucks! Long Live The Web!

How much does an advert in Yellow Pages cost? How... Read More

Internet Promotion - Advantages and Disadvantages

The emergence of globalise trade, increase in foreign investment and... Read More

The REAL Secret to Building A High-Profit Internet Business

My wife laughs every time she sees me doing it.At... Read More

Online Marketing Success Formulas?

Quit your job, pack up and restart your life online.... Read More

e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

What is e-Marketing?e-Marketing is still quite a controversial subject to... Read More

Magic Of Direct Response Website

For a web site to make the most money it... Read More

Marketing - All About Focus

Marketing would appear to be the great buzz word of... Read More

Scared Of Creating Your Own Info Product?

Don't be scare off when you hear about product creation... Read More

Generating Sales with Lead Generation and Online Marketing Tools

One of the best projects to undertake as an online... Read More

How to Turn Your Articles into a Viral Traffic Stampede

By writing articles you can send targeted traffic to your... Read More

How To Increase Your Profits By 40% Or More With No Extra Work!

Before I expand on the above heading, I do have... Read More

What a Billionaire Balloonist Taught Me About Internet Marketing

Billionaire Richard Branson, the entrepreneur behind the Virgin brand, is... Read More

How Internet Marketeres Can Create Their Own Powerful Niche... Even In an Over-Crowded Industry!

For some reason, people who look to the internet to... Read More

Getting Some Good Ol Internet Real Estate

Real estate has made many people large amounts of money... Read More

13 Killer Ways To Multiply Your Sales

1. When you make your first sale, follow-up with the... Read More

Marketing on the Internet: Legal Rules of the Road

The Internet is connecting advertisers and marketers to customers from... Read More

Internet Marketing and Leveraging the Power of Networks

Creating a network -- meaning a community of users --... Read More

Website Marketing: 10 Killer Website Marketing Tactics To Boost Your Profits

Here are 10 killer website marketing tactics to boost your... Read More

A Website Model That Makes Money Online

I would like to share with you one simple stratergy... Read More

How to Choose an Internet Marketing Strategy on a Shoestring Budget

An Internet marketing strategy is important if you plan on... Read More

Top 3 Online Business Success Needs

1) Web SiteThis is for sure the most important part... Read More

5 Ways Al-Quaeda is Using Internet Marketing

Internet Marketing is not dead. But it may have caused... Read More

Multiple Streams Of Internet Income

Make your website pay?in millionsAlthough opportunities were rare and far... Read More

Find Your Niche - The Internet Marketers Goldmine

If you haven't heard the word 'niche' being batted around... Read More

Is FREE Killing Your Sales?

"FREE" what a great word.We all like getting something for... Read More

Viral Marketing

What is Viral Marketing?"Viral marketing is word of mouth marketing... Read More

Top 7 Internet Marketing Sites for 2005

Are you confused by what really works when marketing your... Read More

Do Guaranteed Signup Programs Work? Discover the Hidden Truth About Paid Sign Ups

Jeff Mills, a popular internet marketer and entrepreneur told us,... Read More

Affiliate Marketing Versus Network Marketing (MLM): Income formula Revealed!

Both affiliate marketing and network marketing pay people for referring... Read More

Using Ad Boards in Your Marketing Campaigns

Are free advertising boards a waste of time?Not if you... Read More