Google recently did a study with Nielsen and to no one’s surprise, found that the average consumer spends 15+ hours per week researching purchases on their smartphones. 93% of people who use mobile to research go on to complete a purchase of a product or service.
So it got us thinking how else websites can encourage customers to make purchases. Not being a sales expert, I hit up Google (naturally!) and found Hubspot’s easy-to-understand Infographic outlining the sales process:
Looking at the process made me realize that a website isn’t just a tool for a specific sales process. It has the potential to be the ultimate partner for any part of the sales cycle. Let’s take a look at how each part of the process can be enhanced.
Prospecting and qualifying
Prospecting and qualifying are generally more relevant to categories with a longer sales cycle that require more resource on the company’s part such as a business service provider or a car dealership. In the classic sense of the sales cycle, prospecting for and qualifying leads was an efficiency game. How many qualified leads could you get in the least amount of time at for the least cost? These days, a website lets potential customers self-select themselves.
The first way this happens is when they are looking for information online. Through the search engines, your site will come up when a relevant query is searched for.
When they land on your site, the content on your site will allow them to decide if your product/service suits their specific needs and if you’re lucky, they’ll jump right to the purchase part of the process. However, this isn’t always the case, much as marketers want it to be. Which brings them to the next phase.
Connecting and Need Identification
So a potential customer thinks there is a fit between what you’re providing and what they need. Perhaps they have a few questions. By including a contact form, you can get information from potential customers such as what they are trying to solve and leave their contact information. This allows you to very quickly put the right resources in place for the next step.
Presenting information and demonstrations
Typically this step comes here, but digitally, it can actually permeate across the earlier steps as well. When it comes to demonstrations, many digital goods can be demonstrated online like with a trial. Having testimonials of people using your product or service can also work well.
While there are still a lot of people that go out to physical stores to purchase products after researching them online. You might be able to entice customers to commit through your eCommerce store right away with a limited time offer or online only free gift.
After making the sale, there is still a lot that can be done using your website. Have you considered giving customers a coupon they can use for other products work well with the one they purchased? Perhaps you can also let them into a ‘customers club’ where they get early access to future products as well.
Hopefully, this gives you an idea of some of the things you can implement to augment your sales process, giving you the right firepower to get more customers who are happier!