Internet Marketing - Matt Bailey [79]
37signals provides multiple products for project management and collaboration. Its latest entry is a “simple CRM,” and it is certainly positioned in that context (Figure 7-7).
Figure 7-7: Highrise CRM benefits
The concepts are simple. The need is specific, and the answers are presented in short, memorable phrases that mirror the needs of business. Quickly scan through the content and see the points of rapport and creating the need:
“The answer to the avalanche.”
“A contact saying something that you need to remember.”
“Everyone’s personal assistant.”
“Not too little, not too much.”
“Good business is about people.”
“Be prepared and keep in touch.”
The need created beyond the need for a CRM system is simplicity, which is what 37signals is offering. The Highrise product is positioned as just the basics that you expect and need to be successful. It doesn’t offer more than you need, and it’s not overloaded with features you’ll never use—it’s just a straightforward answer to your problem by focusing on the benefits and making the emotional connection to the overwhelmed salesperson.
The Payoff
Although this additional content and creating the need may sound great, here’s the tangible benefit for the website owner. More content on the page equals more rankings for related phrases and concepts. By creating additional needs, you’ve created beneficial content that will be found by the search engines and may appear for related searches.
For example, all of the developmental content at www.fisher-price.com increases the chances of the website appearing in the results for searches such as baby development. This drastically increases both the visibility and the credibility of a company when they are consistently found for terms related to those additional needs.
By creating educational content that creates additional needs that are satisfied by your business, you are educating the customer and teaching them the answers to questions they didn’t know to ask. The great side benefit is that it increases your rankings in those areas for great terms related to your business!
Wednesday: Anticipate the Objection
An advanced sales technique is for salespeople to overcome the objections posed by their prospects. Objections are typically seen as frustrating roadblocks to new salespeople, but seasoned sales experts are able to take an objection and turn it into a benefit.
By listening, you can uncover the typical objections that prospects have to your offering, whether it is a product, subscription, or service. Understanding the objections and planning for them can change an excuse into an eager conversion.
Today we’ll examine typical objections that customers present and discuss ways to overcome those objections.
Time and Money
In the online tourism world, people tend to spend hours gathering and researching before making a decision or booking their plans. SeaWorld understands the typical objections and offers the “Benefits of Online Purchase” next to the package plans and prices (Figure 7-8). This helps alleviate the objection of purchasing online or waiting for a later date.
Figure 7-8: SeaWorld’s benefits of online purchase
By publishing the benefits of the online purchase, it creates a sense of urgency for the searcher, because many of these benefits may not be available if the trip is booked through another source. In addition, the benefits may change and not be available later, so the objection becomes converted into action.
One of my favorite impulse purchase sites is Woot (Figure 7-9). Its premise is simple. It sells one product every day. When that product is sold out, too late! You have to wait until tomorrow to see what the site will sell. You have to act fast if you want what it is selling, because you don’t know when the product will sell out.
Every so often, Woot will run the infamous Woot-off. Instead of selling one product for one day, Woot will sell multiple products. As soon as one sells out, the next one goes up for sale. Buyers have some idea when the next item will go live, because