Business Catalyst Sales Training Webinar Selling on Strategy: How to close more than 90% of your prospects

The 6 Step Process for Success 1.Know your prospect 2.It’s all about their business 3.Discuss how to achieve online success 4.Demo the solution 5.Build the value 6.Discuss next steps

1. Know your prospect BEFORE your meeting Do a little research Tailor a strategy to suit their business –The 4 Cs –BC’s Strategies for Success (view chapter 3.10 for a guide) Practice your presentation Prepare a Show-case site

2. It’s all about their Business When Meeting… Ask them to tell you about their business –This should confirm your choice of online strategy (otherwise fallback to 4Cs) Tell them a little about yourself! Get them to tell you about their business goals online

3. Talk about online success When Meeting… Don’t talk features (yet) Discuss the strategy you have chosen to suit them, or discuss the 4Cs

The 4C’s Of Online Success Content Credibility ConversionCustomer

Content Win #1Good content addresses your customers’ information needs Win #2Search engines love good content. Win #3The first two wins ensure you own your traffic. If you don’t own your traffic, you don’t own your online business.

Credibility Address the customer information needs first And….. Write about yourself Display Customer Testimonials Display Customer Case Studies Capture Customer Feedback Create a Community (e.g. Forums) Provide Customer Service options

Conversion Conversion is the art of getting your customers through to your primary or backup goals.

Customer Your post sales processes and customer service must work seamlessly with the first 3C’s to ensure longevity The cost of customer acquisition is significantly greater than retaining customers

Creating Your New Website What is your Primary Goal? Know your ideal customer Demographic Geographic Psychographic Information that meets an emotional need is what your visitors want. What is your Backup Goal? Your newsletters!

4. Product Demonstration After teaching about online success Demonstrate Business Catalyst –Try to use terms and ideas in context to their business –Link back to the strategic points you made earlier and how to implement them Always Demonstrate –SiteWalk – Marketing –Web Form Submission –Contact database –eCommerce (if applicable)

5. Build the Value After the demonstration… “This sort of solution could cost…” Discuss “Hosted Solutions” and the benefits What is a lead costing you now? How much revenue are you losing by not capturing/managing qualified leads?

6. Discuss Next Steps After the demonstration… Ask them: –If they need a design –Want to use their existing site –Want to choose a template Give an indicative price tailored for them You don’t need to discuss BC packages –This might confuse them –Offer them a solution and choose the right package to fit in that solution