By
Kevin Taylor, MBA
CEO and President, KT Graphics LLC.
More often than not, the formula for success
at doubling sales online does not begin
and end with the alluring website or being
on top of search engines.
Of course, having a captivating website
does help, but a good number of companies
tend to think that their online appeal
will do all their work for them. This
unfortunately is a stereotypical error
that undermines the power of human connection
that helps bond potential customers to
a company. Future clientele often
look for the little element that makes
them each feel independently important,
genuine people with indisputable knowledge.
Often, the most disregarded aspect of online
sales is customer service and eventually
email communication. It’s simple
really, no business would leave a potential
customer waiting for more than 24 hours
without replying to a query unless they
were a large bank or some firm that just
does not need the business. However,
as unwise as it sounds, this is what most
companies do, ultimately damaging their
own chances at success by postponing emails
to clients.
The following 8 steps should help in limiting
the self-sabotage of one’s online
business
1. Begin with a simple prioritizing
method in your emails so that “sales
oriented” emails are answered first
and then others later.
2. Ensure that these “sales
oriented” emails are replied to
within 12 hours if possible, with even
a simple “I will get back to you” in
some cases. Make sure that inessential
emails are replied to within a day or two.
3. Important information that is
absolutely necessary when responding to
emails should include:
(a) Your name and your company name, (b)
your title, (c) address, (d) telephone
(with area code), (e) your return email,
(f) your website, (g) and of course, make
sure you have a sensible subject line.
4. It should be noted that although
the yellow pages are still used when people
look to buy products, the Internet is now
preferred over it.
5. Always remember that future clientele
have probably already contacted your closest
competitor.
6. The initial email is as important
as a first sales meeting with a customer. Make
sure that it stands out and conveys what
makes your company outstanding in your
field.
7. Remember that your customer already,
in all probability, is usually accustomed
to getting a lot of Spam email. Have
a smart subject line that is short and
easy to read, to ensure that your email
is not confused with Spam or junk email
or that it may never get read. Mentioning “as
per your request at xyz.com” is usually
enough.
8. Keep in mind that most Internet
connections are still on dial-up, and downloading
attachments larger than half of 1 mb would
be rather cumbersome. Make sure that
your emails are brief and to the point.
These 8 steps to maximizing your website
sales are simple and easy to follow. In
an era where technology and innovation
are ever growing fast, try and keep pace,
and always remember the Internet is the
same as any other medium when it comes
to building client relationships.
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