Monday, 18 June 2012

Good website design can help with on boarding lots of prospects better than sales people

Good website design can help with on boarding lots of prospects better than sales people: by Jason Li 2012 ©

Of course, its common sense and we all know that clever websites with the best websites designed on being focused on being a sales machine can help with on boarding prospects needs, but better than sales people?

How the best sales people on board prospects

It is fair to say in fact that in a one-to-one challenge, an excellent sales person can possibly outsell most websites at a quicker conversion time. What I’m saying is that given both methods to on board a prospect, an excellent sales person will no doubt move a prospect through the sales process further through the sales funnel, and possibly quicker than the website too!

A sales person will spend quality time learning about meeting the needs of prospects so that they move to the next stage of the funnel. Sales people are laser sharp and look for the quickest way to help the prospect move to the next stage.

The sales challenge verses ecommerce website design strategy

However, if you have a very good ecommerce website design strategy that can move prospects through the sales funnel, then a good website can beat many excellent sales people. Why is this? Well a good ecommerce website that has been tested and brings in good leads on a regular basis just needs help in systematically getting more prospects to the website. Once this is done, a website will systematically take a whole lot more prospects (and decision makers) through a sales funnel then a sales person that is doing this one-at-a-time.

Let’s look at some numbers, which I’ve made up. Let’s say the excellent sales person has 300 prospects every month at stage one in the sales funnel and there are five stages to an order. Consistently they have twenty prospects who reach stage four ready to order each month. This includes being flat out with talk time, admin like emails, answering queries, objection handling et cetera.

Now the website that is also a smooth running function can take prospects through the funnel, either with one prospect or a million. Yes, but the website is not proactive in any way you may say. Yes, you may also point out that the website is likely to be much slower at moving prospects through the sales funnel. But if you feed it prospects, a good website will give out a greater output. What are the chances of the website handling 10,000 prospects as well as 500? You’re right; the website will do this mechanically over-and-over again just as efficiently and effectively.

If we were to say to the excellent sales person to take on say another 100 prospects, so 33% more, oddly enough the conversion of prospects to being on board may reduce. This is due to a number of factors such as: quality of talk time being less with prospects, not answering to queries quick enough, or being too brief, and so on.

A good website designed to be a sales machine is a long term investment

It takes time to create a good website that takes people through a sales process. You might say ‘well I don’t have time to put into it. I just want one to put up on the web and it is done with'. In that case is it worth it?

Here is my answer: “By the way, doesn’t it take months or years for sales people to get used to your industry, prospects, customers, and competitors to move prospects through the sales funnel?” What’s to say that a website can be developed and launched first time round and generate results? Or even second or third time around?

Yep, you guessed it. You will have to keep investing time every week in understanding and fine tuning your website until it is a good website designed to be a sales machine. That means a bit more work than creating one that looks really cool; uploading it and then telling prospects you have a website. Just like sales people, a website has to try new ideas and change the presentation.

Latent needs

A latent need is a need we have but not seen as important. Good sales people are able to help prospects see that they have a need or problem and make a decision to take action.

Again, the best websites designed as a sales machine can do this too. See “How to generate more leads for my business” article. This is where a good website can help a prospect consider their latent needs. I have at times seen it where people have taken it as far as possible with a prospect and passed the lead to another sales person because the other sales person just hits it off better, or plays “good cop-bad cop” to try and re-motivate the prospect to have another go through the sales funnel. This is what a website can do. Be the other sales person that hits it off with the prospect.


In advertising this is one of the Holy Grail’s of marketing – for the customer to keep your brand in mind when they are ready to buy. That’s why big brands spend millions advertising everywhere possible whether it’s on television, or at the cinema, or on radio, newspaper, online and so on.

With a targeted website, your website is both an advert and sales funnel vehicle. Adverts gain interest or trigger latent needs. Your website can do this with the right information initially. Then as the prospect keeps coming back, you can use tactics to move them through the sales funnel, automating the sales process.

You still need sales people to close deals.

That’s not to say that you won’t need sales people anymore. Excellent sales people are still the difference between some businesses. People still buy from people. People still need to speak to people about queries and have a human touch.

You might even find in a funny way that a good website is generating enough good leads that you might even need more excellent sales people. If your company does better because of the website and additional sales person, then this can only be good in the long run.

So invest in the best website designed as a sales machine with content that takes prospects through the sales funnel to gain more orders over the long run.

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