If you’ve optimized your website, you’re probably receiving targeted traffic from search engines. You know what phrases prospects are searching with, to find your website. As we’ve said several times, however, SEO can only walk the customers through your door, it can’t make them purchase.
We’ve tossed around terms like “usability” and “conversion optimization” and “call to action”; most of our readers have a strong sense of what these terms mean. In a nutshell, you are attempting to put yourself in the shoes of your potential customers, and give them what they want. The question is, do you realize that you actually know what they want?
The core competency of your business is not selling (unless you’re an outsourced sales force), it’s providing your product or service. It’s important to NOT come across as you are selling “at” your potential customer. Consumers are getting savvier to the “sales funnel”, the “mouse trap” and your attempt to sell, sell, SELL! Instead, you should be focused on comforting, engaging and convincing the prospect
One common problem is that company’s try too hard to sell why their service is needed. If a person walks into a Ferrari dealership, and the dealer keeps exclaiming “You need a fast car!” the potential customer will walk out, as they do not feel comforted, engaged and convinced. They know they need a fast car, that’s why they walked into a Ferrari dealership!
Instead of telling the person they need a fast car, they should explain why the car has been the right choice for several other buyers in the past. The best part about SEO is, you know what they are looking for, and thus can create a sales pitch around it.
Imagine that the person walking into the Ferrari dealership was wearing a sign that said “fastest European convertibles”. Well, the sales person could tailor his pitch by displaying a comparison of Ferraris convertibles to Lamborghinis, Mercedes and other European manufacturers. That’s the power that SEO provides you.
Comparing your product does provide comfort, but it is only one way to sell with a purpose. Testimonials, white papers, and what I like to call, “selling the facts” will also provide your customers some comfort. This can be accomplished by using numbers/information you’re potential customers can understand.
Building off the Ferrari example, one could include quotes from clients such as “I’ve owned Maserati, Mercedes, and Lotus convertibles, and by far the Ferrari is the most reliable of the bunch!” We’ve managed to include a customer quote as a selling point, and tailored it around the entry phrase “best European convertible”.
A great way to engage the thought process of your prospects, is to simply ask a question that you’ve provided the answer to; a closed loop. “Did you know that Ferrari is the only European manufacturer that carries a 50,000 mile warranty?” In this instance, we’re engaging the thought process of a prospect and helping them for an opinion.
So you’ve comforted the prospect, engaged them and are now attempting to convince them. This can be done by simply stating your case very clearly, “Ferraris are the leading European convertibles in the market today”, followed with a quick series of bullet points, that reinforce your statement.
These can be a summary of points you’ve provided in your sales copy or new bullet points. After these selling points, you can them provide them a means to act; “contact your local Ferrari dealer now”. Just remember, selling isn’t as much about pushing as it providing the facts in a manner that helps your prospect make the right choice. You just happen to know what facts they want to know!