You can design the best-looking, most user-friendly website, but if it doesn’t convert your visitors to customers or clients, it is a failure. However, the days of over-the-top sales pitches are over. In most cases, that will cause people to walk out of the store or click to another site. So, how do you make a sales pitch that will win customers over? Sales principles like the needs-satisfaction model allow you to examine the needs of the potential customer, expand on those needs, and explain how your company can make a difference. Follows these tips to create a strong elevator pitch for your next potential client:
1. Know What Your Customer Needs
Before you can sell your customer on your product or service, you have to know what they are looking for. More importantly, you have to understand the “why.” Yes, you sell cars, but so do a lot of other car dealers. Why is your customer looking for a car? If you sell luxury cars, the answer will be different than if you sell SUVs or mini-vans. Of course, most car dealers sell more than one type of car so they appeal to a variety of customers. But they must still know why each customer is looking to buy.
2. Focus on How Your Products Meet Those Needs
Instead of trying to convince a customer what they need, you should explain how your product meets those needs. SEO is more focused on answering questions or providing information. Your website and other marketing tools should show customers what your product does or how it meets their needs.
For instance, if you sell camping equipment, you should be able to show your customers how your products make camping easier or more convenient. Products may be more lightweight or portable than the competition; your focus should be on demonstrating that rather than telling a customer they need camping equipment. If they are on your website or in your store, they already know that.
3. Sell the Facts
Using an SEO approach to selling your products or services means telling customers the facts. This can be achieved in a white paper, with testimonials, or infographics, but it should answer their questions, even the ones they don’t know to ask. The key is to make it informative and yet understandable. Providing a lot of fancy numbers, statistics, or technical terms won’t have much benefit if the customer doesn’t understand what they mean. Your job is to answer the question, “What’s in it for me?”
4. Close the Deal
Once you understand what your customer wants and can provide them answers to their questions to prove you have what they need, you have to be able to close the deal. Many website owners forget this important aspect of selling, especially online. That line, “Click here to order” or to get more information or to sign up for the email newsletter is so important. You have to make it easy and obvious what the next step is. Otherwise, you just provided interesting reading material and now they can move on to another site that does tell them what to do next.
Creating a sales pitch is not as much about selling people on what they need as it is providing information and answers so they can feel confident about making that purchase. Include the basics of SEO in your sales pitch and you will see your conversion rate increase.