Thursday, October 29, 2009

Is the 'Home' page of your website of any value?

Is the 'Home' page of your website of any value?

The way in which all the main search engines, such as Google, work is that they find your home page, follow it's navigation links and discover all the other pages that make up the site.

If you've been doing your Search Engine Optimisation (SEO) correctly, each of those pages will be targeting a tightly focused small number of keywords or phrases. The purpose is to help Google understand EXACTLY what that page is about so that it can effectively determine when to show that page in the organic , or natural, listing as a good potential page for the searcher to view.

This shows that Google indexes pages rather than sites as a whole. Your Home page probably isn't sufficiently keyword focused to be shown in most listings as a response to a search query. This leads to some SEO experts to say that the Home page is of little value.

I beg to differ.

1. Unless you are a totally internet based business relying upon the search engine rankings to gain site visitors you will be using your domain name -, which is effectively your Home page - on your business card, flyers, brochures, newspaper adverts, on your van and anywhere else you can legally find to display it.

2. If someone hears about your business they might just type in your company name. That could well produce your home page at the top of the search engine listings because it probably isn't product or service targeted.

So your Home page is absolutely vital. It's your office reception. Most bricks and mortar businesses spend a great deal on making their reception area feel warm, inviting and confidence building so that you might feel happier doing business with them.

Make sure your Home page creates a great impression and easily directs visitors to the part of the site they are looking for.

But in reality, every page on your site is a 'reception'. If that's the first page they go to on your site then it's really got to do the same job as the Home page, but do it's sales job as well. That's going to be tough to get right.

Is it any wonder that making profit from your website can be so tough?

If you need help with your site to make it profitable my Wesite Profit Program might be your answer.

Tuesday, October 20, 2009

The 2 Appointment Sale Problem

As part of your selling do you often have 2 parts to the process?

Maybe 2 meetings or phone calls before the sale is completed?

This is quite common and, for sales with considerable commitment, tends to end up with a more solid sale with less buyer remorse and fewer cancellations.

However, handling a 2 appointment sale like this needs some thought.

During the first appointment or call the process is pretty standard:

Questioning and listening to understand the problems and pain
Understand the implications of the problem
Put forward the appropriate benefits of your solution

At this point, in a one appointment sale, you would go for the close. The buyer should, at this point, fully understand how your solution will make the difference and be really enthusiastic about it to the point of wanting to go for it there and then.

But now we're going to have to walk away.

A couple of days later we're back with the buyer to complete the sale and here's where many sales people go wrong.

You have lived and breathed this sale and how you're going to pitch the final close today since you left last time and you are absolutely bouncing with enthusiasm.

Unfortunately your buyer isn't in the same frame of mind. Although really enthusiastic at the end of the last meeting, that has dissipated very quickly since then. A million and one other things had happened in his business and personal life that have pushed the importance of your solution way down the scale.

The answer is to go back at do exactly what you did at the first appointment. 'Remind' the buyer of the problems he's facing and 'confirm' that's the case. Review the benefits and how they will overcome his issues.

Done carefully, within a relatively short time, the buyer will be back up full of enthusiasm as he was last time and gladly signing the order form. The bonus is the stronger sale that you have now.

If you then have a delivery point, why don't you do the same again? Go through the same process to ensure your customer feels great about his purchase and looks forward to the pleasure it will give him.

If you need help with your sales on or off line then contact Roy Gough at Alloy CRM.