Continuing from last week’s article, here we finish explaining how to understand and cater for the fears and motivations of the specific stakeholder viewing your website.
If you can provide indicative costs – DO SO. Many businesses are afraid to do this as they don’t want their competitors knowing their business or to lose bargaining power with clients, but they forget that most important of all is for clients to use their services.
In the fast and frequently ruthless online decision making process, a site without prices is, quite simply, a site that will be rejected. Make sure it is as easy as possible for visitors like Jenna to make their decision and, if you are really worried about snooping competition or clients referring back to online price promises, simply place the prefix “From” before every price. This immediately gives you back your flexibility and makes your true pricing policies more opaque to your competitors.
Apart from the obvious web development best practices of ensuring clear, instinctive navigation throughout your site’s pages and providing enough relevant information without creating extraneous detail or an overlarge site, the only thing which is really important is making the client’s buying move is as easy as possible.
Therefore always ensure they can get in touch with you – make your contact details or links to your contact page ubiquitous, prominent and clear. Give them several means of contacting you, via contact form, email, definitely by phone and even by live chat if you have the facility. Like B2C consumers, every buyer will have their preference of how they wish to communicate – make sure that the right option is always available to them.
Finally, once your client has contacted you, make sure you response is prompt, friendly, very clear and again addresses their most likely motivations and concerns from the outset. Your client might want to make a personal meeting, but then again they might not – always give them options and never try to force them into a specific negotiating scenario because it is in your comfort zone – it’s theirs that is most important
I hope this information is helpful – having been both buyer and provider, I have experienced so many failed and successful online B2B approaches that I have lost count, but companies that followed these simple rules always made it onto my (very short) shortlist, and were always taken to the next, offline step of communication where conversions usually happen.
David Sime lectures in marketing in Glasgow and has had over 15 years’ experience in the field, having owned and directed two companies, worked with national and international B2B/B2C vendors as well as working within and directing several marketing agencies.