Internet - The World Wide Web
Converting Prospects To Customers
Turning a prospect into a customer—making the sale—is what the relationship marketing process is designed to do. And on your Web site, this is done by providing open and premium content for customers at each stage, content that builds on the strengths you are demonstrating and the personal attention you are providing and that makes the buying decision simple and the transaction pleasurable and painless.
The transaction stage involves providing specific incentives for visitors to buy right now. The transaction stage involves “harvesting the seeds” that you planted during the awareness and comparison stages. The transaction stage is where you get down to business and ask for the sale, describing a specific product or service and providing an incentive to act right now.
Often, your ability to offer the right product and incentive is based on the information you have gathered during the awareness and comparison stages when you qualified your visitors and identified areas of greatest concern for them. To the extent that you have invited your prospective clients and customers to tell you about themselves, it will be easier and easier to get them to buy.
Transactions can take place both online and offline. Increasingly, however, the success of your business will be defined by your ability to erase the line between online and offline, merging online and offline customers into a single database.
Start by analyzing recent transactions. As you review your invoices and sales records, create three piles of invoices: one for new customers, one for repeat customers, and one for customers who were recommended by friends. Which pile is the largest? This will give you an idea of how effectively your firm is satisfying customers. Then, ask yourself questions like these:
* Source - Streetwise Relationship Marketing On The Internet
Doing business on the Web
Defining your needs
Building your Web site
Selling your products
Learn from successful sites
Understanding the Internet
Mastering Search Engines
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