Mapping out a successful close-of-selling strategy for a client, exclusively on the Internet, is certainly more complex every day.
One of the main reasons is the increasingly stronger online competition, but an even more important reason is that nowadays users have more knowledge and therefore are more demanding.
Each work industry, from online education to software as a service (SAAS), has its own challenges. However, there are similarities that they share when designing their online sales landing page.
In the following three (3) points, we will evaluate key features needed to successfully develop a sales strategy for our enterprise:
Showing our services costs
Five to ten years ago, showing the prices of our services on the Internet was not well seen. First, because our competitors would automatically have access to that information freely, and, secondly, because the margin of negotiation that is generated in one-on-one (face-to face) interactions with the client completely disappears (special discounts, quantity promotions, and exceptions, among others).
That is something that today can NOT happen to us as entrepreneurs. The first reason is because the current Internet user is fully used to interacting directly with the online world (searching, entering credit card numbers, and buying), and also they do not want to receive an annoying call from a “seller”. Moreover, today showing the costs of our service online transmits security. It is the same for everyone; it is known from the outset, and besides it can be freely compared with other options on the market.
Regardless of the design of our online sales proposal, which can be vertical or horizontal as seen below, what matters is that prices appear with full transparency and accuracy:
Online proposal in a vertical example:
Image source: Crazy Egg
Online proposal in a horizontal example:
Image source: elMejorTrato
Each customer is a different world.
Under no circumstances should we consider that our sales landing page is just perfect. Each customer will have their own doubts, including some that we have never imagined, maybe about the payment method, the functioning itself or about their own support systems compatibility, to mention a few.
That is why, even though our online sales proposal is really complete, we should always provide a direct contact option with us: the founders of the venture. What we need to do is to provide a phone number. When I mentioned the direct contact before, I meant that this number should get us through to the founders without any intermediary.
That is the only way to close a sale with those customers who always have an extra question or a particular concern. Otherwise, I assure you that we will lose to our competitors.
Furthermore, having a contact number displayed on the website conveys a degree of security. The client knows that in the case of future concerns he/she will get personalized attention and responses.
Another aspect to take into account about this point is to consider that each call from a potential client gives us the opportunity to know what is missing in our sales landing page in order to enrich it further. If for example, a large number of users ask us about the service cancellation policies, then we should for sure add those policies as soon as possible.
As an end point, we must work hard to convey all of our services offered in a simple sale sheet.
This is easy to say, but it is a big challenge when we have to implement it.
Thinking about the idea that our work must be transmitted and sold in a simple landing page is not simple.
I am highlighting the word “simple” because we cannot flood our customers with millions of details in order to explain how perfect our endeavor is. And if we did, believe me, customers would get lost and decide to close the page, leading us directly to a loss of revenue.
To reach simplicity we must reduce the features of our service as much as possible. In that way, they can be observed and studied by the client in a single comparison chart.
If the customer wants to know some of the characteristics in more detail, we should always leave open the possibility of a sub-section that explains each item, but, at first, everything must be condensed into a single grid.
At present explanatory tables are used, as shown below, with ticks that indicate what features are included in each package, plus its advantages and differentiators. With just one glance the user should be able to make a decision.
Users must be able to quickly find the reasons for the price that we are asking for our service by looking at the features included. They must be even able to get a fuller package with a thorough knowledge of the gains in making a greater investment in order to obtain a more expensive account, being this because they want a higher number of users or greater serviceability.
To finish with this topic, from my experience I would like to emphasize that designing an online sales proposal for our enterprise is not just a task, but rather it is a process. Its improvement goes hand in hand with our customers, with their comments, inquiries, and suggestions, which derives in adding, editing and even removing different aspects of our proposal that the users may need, or, on the contrary, that distract them when making a purchase decision.
Article written by Engineer Cristian Angel, CFO of PrecioSeguro; entrepreneurship in Latin America that offers online services quotations, currently focused on mobile application development.