How to Increase Online Sales –Sales Techniques
Hi, my name is Carl John Fechner and I help Small Business Owners transform their online presence with our Training and Digital Marketing Strategies.
And today, I want to chat to you about what every Small Business Owner must know before they begin to build an effective online presence to get More Leads, More Sales and Higher Profits, because the internet is the greatest media marketing opportunity in history.
You Can Take on The Big Guys
I’m really excited about it. I’ve seen some amazing things happen already on the internet, because the little guys can take on the big guys because it’s now made it a level playing field. The outlay that you have to commit to the internet in comparison to traditional advertising is really peanuts. And we’ve seen some amazing things happen.
My first client had an 800% increase in business. Now, just think about that, 800% increase in business, when most business owners are pretty pleased if they get a 1% or a 5% increase as a result of their marketing. Another client, a motel had 100% increase in business and more recently, a potato cake manufacturer here in Australia in the first 18 months had a 150% increase in business and totally dominate their industry nationally, right across the board. And that’s all as a result of effective internet marketing.
So, regardless of what industry that you’re in, the internet is going to change the way we do business forever.
Fundamentals for Success
But there are some fundamental principles that you need to understand to really make this work and this is where most people make a mistake and I really want to show you something here that’s the key and it’s the major key in the foundation of when you’re building an online presence, what you need to know, because one of the things is that the buyers come online to buy. It’s search marketing versus intrusive marketing. If you put ads on TV, radio, papers, whatever, that’s really intrusive marketing. And so you’re just doing a scattergun approach right across the market and hope that someone, there’s buyers that’s now buyers.
The great part about the internet is its search marketing, meaning that when they come online, they’re coming online to buy and you must understand, this is a fundamental foundation that you must understand, is they come online to buy. In the “good old days,” it was called the Yellow Pages.
When you picked up the Yellow Pages, you didn’t pick it up to read it as a novel, you picked it up to start the search or where to go to buy.
Road to A Sale
In the Road to A Sale or in any transaction there’s a process or a series of questions that the shopper is asking themselves.
They’ve got their own fears, they’ve got their own doubts, they’ve got their own concerns and an effective Online Marketing Strategy must answer all of their fears and doubts and concerns.
Now, the other thing is this, like your online buyer you’ll be doing the same with me when you’re reading this as you’ll be asking yourself,
- who are you?
- Can I trust you?
- Is your product or service any good?
- Will it solve my problems?
- What is your aftersales service like?
These are questions that your online buyer is subconsciously asking themselves. And I just want to show you something that’s here. What takes place in the selling process is what I term as a set of scales in their minds. and on one side of the scales is called Fear of Loss. and on the other side is Hope For Gain.
And this basically happens in every transaction, online or offline. But it is vitally importantly that you grasp this and implement this strategy with your online marketing.
So, in the transaction process or road to a sale, the buyer is coming online, They’re coming in and searching for your products or services, h They may be somewhere along the journey, h They might be just starting or they might be well truly along the journey of buying. But whatever way, They’re online and in their mind, there is a set of scales with fear of loss and hope for gain.
What that means is this, is that fear of loss weighs heavily in their mind, their concerns, their fears, their doubts and hope for gain for the product to solve their problem or give them a solution.
The goal with your online presence or this road to a sale is to create a situation where this happens, I just get excited about this stuff and this is one of the greatest keys in the success of your internet business and most techie people and design people completely miss this because they’re not understanding the psychology of the buyer.
It’s not their fault, most have had nil or very little training in sales and marketing.
So what takes place in the overall marketing strategy of your online presence is to remove as much as possible the fear of loss and create hope for gain. That’s what you must aim to do.
What that does is puts a smile on the shoppers face and brings them to a place what I call a tipping point, there’s a tipping point where your buyer becomes predisposed to buying from you and that’s come as a result of what you’ve done in creating your online marketing strategy.
And it’s not just your website
it’s all of your social media, local directory listings, the whole lot, it’s important that all of it is speaking to the fears, doubts, concerns that the buyer has, whatever the fear may be for them it’s important that you “tick the box” and you answer their questions, in fact your whole online presence is actually answering their questions.
By answering the questions, you are causing your customer in his or her mind to go yes, yes, yes, they’ve got what I want, yes, yes, yes.
and that’s why I call it the road to a sale. So, you’re taking them down the Road to A Sale, to a tipping point where they are predisposed to buy from you.
How Powerful Is This?
This is unbelievably powerful if you really understand it and apply it to your Digital Marketing Strategies, I could give you story after story of what’s happened with our clients. But I think the one that’s the most impacting was this;
Our first customer was a Granny Flat Builder in Sydney and he’s the guy that had an 800% increase in business.
We endorsed all his online statements with video testimonies from satisfied clients and someone who lived in Greece and owned property in Sydney contacted him via his web site and we had built enough online Trust and Relationship with the guy, overcame any “Fear of Loss” and created “Hope for Gain” with the Sydney Granny Flat Builder that a deal was done and yet they never met each other face to face, it was all done via the internet through Skype calls, emails and bank transfers etc.
This shows you just how powerful this can be if you really market it properly, the road to a sale is vitally important, remove fear of loss, create hope for gain, get them to a point where they become predisposed to buying from you.
Traditional Advertising Mindset Mistakes
Now, the traditional mindset is that in our old-fashioned advertising was, “Well, let’s stick an ad in the paper. let’s put an ad on TV and we’ll get them to call us,” and that mentality has now overlapped itself onto digital marketing strategies.
And people are making the traditional advertising mindset mistakes where we’ll just stick a little bit of information on the net and we’ll get them to call.
No, you’ve got to answer all their questions online because they are looking to buy and want answers, if you don’t answer them, they will quickly go someone else’s web site to get their answers.
Talk First Person
And the other thing is that you need to talk to them in first person language as though you’re talking to them face-to-face like I’m talking to you now. Don’t do some sort of abstract this, that, they, third party talk, talk to them as though you were talking to them directly.
Every Buyers Journey is different
Now, the other thing is, some people needs lots of information and other people don’t need very much to get to a tipping point and say, “Yes, I want to buy it from you.”
The main thing with this is to make sure that you answer every possible objection or question they may have.
And that leads to another topic on keywords where you need to understand what keywords do or how to find out what questions they really are asking.
In summary, what you need to do in your Digital Marketing Strategies,
- eliminate fear of loss,
- create hope for gain,
- take them on a road to a sale,
- answer every possible objection, fear, doubt and concern within your website.
Your goal is to understand your buyer, understand their needs, their concerns, doubts, fears and endeavour to answer every one of the questions they may have within the content on your website.
plus, you are proving the truth of your claims with customer testimonies and preferably video testimonies. And that’s simple in a sense that as I said earlier, you can get your keywords, find out what keywords they’re searching for.
Trust and Relationship
The other thing that’s taking place in here and I almost forgot is this, the goal of what you’re doing is to build trust and relationship. You’re going to build trust and relationship with your client or your potential buyer. Now, you can do that through a series of ways. That’s what I’ll be talking about in my next video. So, if this video has helped you, share it with others because I’m sure you know other business people out there that are struggling with their online presence to pull it altogether and this is pretty much the foundation. If they get this, then all that they’re doing online is this is the base, this is the platform or this is the foundation for it so that they can build off this. If you don’t get this part at the start, the rest of is, you just paddle around and it doesn’t all come together. And that’s what I’m going to be talking about in my next video, is how to make this all come together and get truckloads of buyers predisposed from buying from you.
So, thanks for your time and don’t forget, add a comment, sure you’ve got a question, just add it on the bottom and I look forward to seeing you next time around. Bye for now.