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Selling Online, Selling Offline -- What's the
Difference?
Copyright © 2004 Ari Galper
Unlock The Game™
http://www.UnlockTheGame.com
Ever since I created Unlock The Game™, one of the first
questions people always ask me is, "Does Unlock The Game™
apply to online selling?"
I've been holding off on answering that question because I
wanted to get enough experience under my belt with my own online
business so I could answer this from an authoritative position.
My answer is, "For the most part, yes -- but with some
differences."
Those of you who fully understand the philosophy behind Unlock
The Game™ are well aware that the core of everything I teach is
based on the elimination of all sales pressure from the selling
process.
You also know that the single most powerful way of eliminating
sales pressure is through authentic language -- in other words,
replacing traditional sales language with the most natural
dialogue possible, which creates almost instant trust between
two strangers.
This is exactly where online selling differs from
person-to-person "offline" selling. In selling online, you
don't have the opportunity for that natural two-way dialogue.
People come to your site and are exposed to a one-way reading
of your message, which can feel impersonal.
Check it out for yourself. If you look at 9 out of 10 website
home pages, what do you see?
Online variations of the standard sales or cold-calling script:
"We are ... and we do ..."
Why is this a problem? Because these sites are offering their
solutions long before visitors can have any sense that they are
being understood, and long before they feel any sense of trust
in what they're seeing.
Visitors come to sites because they have a problem in mind and
are looking for answers.
It's easier than you might think to solve the problems of
one-way communication, impersonality, and lack of trust.
All you have to do is put yourself in the position of your site
visitor, articulate their specific issues or problems, and
gently
offer solutions that they can choose without feeling as if they
are being "sold."
Here are some simple ways you can warm up your site so you get
as close as you can to a natural two-way dialogue:
* Remember the "Written Word" module from the Self-Study
Program?
Beware of over-using "I" or "We" on your home page or at the
beginning of your written message.
For example, rather than immediately pushing your product as
the first thing visitors see on your home page, use language
that addresses problems you know you can solve.
State those problems, and you'll find that your visitors are
drawn more deeply into your site.
* Create a clear path through your site that lets visitors
make their own decisions about what's best for them.
* Give your visitors a taste of your solutions so they can
feel that you can actually solve their problems or issues.
Downloads, "test drives" and other "free samples" give
visitors the live experience of your solution and make
them feel more comfortable with it.
* Last, and maybe most importantly: I'm always surprised by
how few website owners seem to actually want to communicate
with the potential customers who visit their website.
But...have you ever gone to a site to order a product or
service and ended up calling the toll-free number instead?
Have you ever thought about why you did that?
Maybe it was because you could ask questions of the live
person who took your order, and this increased your sense
of trust.
So...make yourself available to site visitors by having a Live
Chat button on your website.
Talk directly with visitors to your site as they enter the
virtual world that you've created for them.
There's nothing better than a two-way dialogue to humanize
the online experience.
I enjoy it so much when visitors click on my UnlockTheGame.com
Live Chat button, and we establish that all-important personal
connection.
Try it on your site. You'll love talking to your website
visitors because you'll be able to help them solve their
problems.
-----------------------------------------------------------------
Ari Galper is the founder of Unlock The Game™, the only selling
program completely focused on eliminating pressure from the
sales process. His best-selling Unlock The Game™ Self-Study
Program continues to make in-roads in the U.S., UK, Australia
and Canada. Visit
http://www.UnlockTheGame.com to take a
Free Test Drive!
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BUSINESSMATE EZINE is published and edited by
Jess Guim, MCSE.
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