BIZNESS WEB Sales Handbook. Table of Contents

Transcription

1 Reseller HANDBOOK

2 BIZNESS WEB Sales Handbook The purpose of this guidebook is to provide concise, step-by-step directions on how to maximize your sales efforts selling websites and mobile websites to business owners. Through easy to follow guidelines, you will be able identify needs, satisfy delivery of those needs, and efficiently capitalize on your opportunities. Table of Contents Website Sales Methodology Website Sales Life-cycle Qualifying Questions 7 Pitch Ideas Common Objections Bizness CRM Website Scientific Terms Target Verticals 2

3 WEBSITE Sales Methodology While a standardized sales methodology has been proven effective, depending on your customer, it is best to nuance your process in order to suit each individual client. The following tips are meant to serve only as general guidelines to approaching your clientele. BENEFITS OVER FEATURES Emphasize the importance of websites and mobile websites for a business, and you'll be more likely to catch the interest of decision makers. If you are not generating a positive response, then you are more than likely describing a feature instead of a benefit. It s not the number of features, but added value of them. Tell your client how the website can relate to their success, rather than listing off each individual feature. INSIDE, OUT Emphasize targeting your immediate social circles, or professional networks first. You want to work inside out. Go with what you know in order to maximize your efforts. By using this method, you will be able to see a larger return on your most valuable asset your time. LET'S USE THE RIGHT BRAIN APPROACH... When decision makers weigh cost and benefits in the purchase decision making process, the best tactic is to fully utilize emotional elements. One of the best ways to inject emotional content into your sales approach is through storytelling....because EVERYONE LOVES TO HEAR A STORY! Use of testimonial storytelling can increase sales by as much as 700%! Your prospects expect you to play the role of a salesman, but they generally trust their peers to be realistic about their product experiences. Use quotes from satisfied customers and include statistics that highlight the benefits of using websites for their business. Remember to always be specific, citing verifiable source data. 3

4 WHAT'S IN IT FOR ME? In order to generate strong responses, it's important to give your prospects compelling reasons why websites and mobile websites solve problems, fulfill needs, and most importantly, benefit the financial health of their organization. Remember to offer demo websites and case studies of how websites have improved similar organizations. This will establish, in the decision maker s own opinion, that your product will positively affect their business. COMMUNICATE WITH YOUR PROSPECT Another important process in sales methodology is listening. Some decision makers may have preconceived opinions about the website landscape and value, and you will need to listen to those viewpoints. By listening and understanding, you will be able to effectively educate your clients about the value of websites. Remember to give both verbal and non-verbal acknowledgement that you are listening and understanding. If you need to, repeat what they have said in order to verify complete understanding. Secondly, relate to your client that you understand their concerns. Use your storytelling. Emphasize both emotional and quantifiable results. ASK FOR THE SALE Finally, it's important to ask your client for the sale. This is a crucial step and many sales can be lost because the step is neglected. If you have built an effective narrative, with quantified benefits and emotionally resonating features, the decision to purchase a website will be quite simple! WEBSITE SALES METHODOLOGY Stress benefits rather than features Capitalize on emotional elements Tell stories to engage prospect Explain how websites and mobile websites will positively affect their business Communicate effectively by listening and offering your own take Ask for the actual sale 4

5 WEBSITE SALES Life-cycle Examining the sales process for website and mobile website sales is a very useful tool in maximizing your efforts. There are four essential stages in the website and mobile website sales cycle: Acquisition, Installation, Usage, and Renewal. ACQUISITION The acquisition stage of the website sales life cycle can be the most intimidating. This is where new clients are obtained using resources found in your CRM. However, as your business and clients grow, a majority of your time will be spent managing and maintaining your customers through the remaining stages of the website life cycle. INSTALLATION The installation of the website and mobile website to your client is the second stage of the app sales life-cycle. During this process, the website is being built, customized, and deployed according to your customer's needs. Some customers may want specialized features, additional capabilities, and even nuances such as font changes! With this stage, it is important to validate and positively reinforce your client s purchase decision. USAGE During the usage stage, your client is actively using their website and paying monthly fees. Again, your main role during this stage is to reinforce the value of their site. If there are any issues or training requirements that your customer needs, create time to fulfill those needs. It is always more expensive to obtain new customers than to maintain current ones. RENEWAL The final stage of the website sales lifecycle is the renewal stage. During this process, a website may need to be rebuilt to accommodate changing technology, or even a changing business. Ask questions about their business performance, and provide them with tools to measure business performance before and after the site deployment. These tools are all available in the Bizness CRM. 5

6 WEBSITE SALES Life-cycle Renew Evaluate Purchase Monitoring Customization Installation Deployment Support Training Provisioning WEBSITE SALES LIFE-CYCLE Manage and maintain your new client While site is being built, validate and positively reinforce your client s purchase Reinforce the value of your client s site Rebuild to accommodate changing technology or change in business 6

7 Three BIZNESS WEB Qualifying Questions Lastly, in order to quickly identify a compelling business prospect, a few questions should be asked to determine if a website and mobile site would fulfill their needs. QUESTION #1 DOES YOUR BUSINESS CURRENTLY HAVE A WEBSITE OR WEBSITE OPTIMIZED FOR MOBILE DEVICES? The answer to this question should be known before you approach your prospect. A simple internet search for their business will show you if they have a website, a mobile website, or even an online presence. If the answer is no, then continue to pursue the prospect. If the answer is yes, determine if their current solution is effective. QUESTION #2 WOULD A WEBSITE PROVIDE TANGIBLE AND SIGNIFICANT BENEFIT TO THE ORGANIZATION? Determining if spending time on the account would offer benefits not only to your customer, but to you, is very important. If a business has limited potential business expansion in the internet or mobile web space, then you have a greater advantage moving on to your next prospect. This would be a rare occurrence however, as most businesses have customers that use the internet and cell phones. QUESTION #3 DOES THE BUSINESS HAVE THE FINANCIAL CAPABILITIES TO ACQUIRE THE SERVICE? This question may seem obvious, but it is often overlooked. If a business is not financially qualified to receive the services and products you offer, then you will never benefit from your efforts. Remember to do ample research on your leads before you begin the sales cycle. 7

8 7 Pitch Ideas Here are some examples of how to share the benefits that websites can provide. 1 SHOW THEM AN ALREADY BUILT EXAMPLE WEBSITE The most effective way to impress a potential client is an in-person example. Knowing the desired industry, show the potential client a site that would be similar in nature to theirs and give them a brief walk through. Display all of the relevant features that could improve their customer retention and the endless possibilities for inbound marketing. 2 CREATE A CUSTOMIZED SITE DEMO FOR A CLIENT IN 15 MINUTES With the way our system works, you won t be charged for the number of websites you make. So a great way to impress a client is to create their website before you try to sell them on it. Usually when a business owner already sees their site built out, they can gain a much better idea of what you re offering and are usually impressed with your company s quick turn around time. You can easily set up a demo for each client that you speak within 15 minutes. Offer to complete the demo if they agree to purchase. 3 EDUCATE ON THE GROWING ONLINE INDUSTRY WITH STATISTICS The online industry is growing rapidly. Share the scale of the industry, percentage of growth, and stats of sales made online. Bring up the mobile market as well to sell mobile websites - half of American cell phone users use their phones to browse the internet. 4 SHOW THEM THE CMS Be sure to push the fact that within one hour, a website can be ready to go live. Once approved by them, the website works in real time. This means that at any time, your customer can log in and make changes and updates. Also, the customer can see key download analytics to measure the effectiveness of their marketing campaigns. 5 HELP THEM MARKET THEIR WEBSITE Provide an added value service to the small business by offering to set up QR codes to place inside their business to encourage traffic to their site by their customers! Inside our client management panel, we provide QR codes for every site and mobile site. This marketing template is easily downloaded and printed using our service. Let the business know that you will be creating a nicely formatted QR code flier for them to put up in their business free of charge. 8

9 6 EXPLAIN HOW MUCH MONEY THEY ARE SAVING DEVELOPING A SITE WITH YOUR COMPANY Website and mobile site development is not cheap. Let the business know that your service is but a mere fraction of the price of a custom developed website. On average, a restaurant can spend upwards of $20,000 and spend months on development to end up with a fairly basic website. Using your service, they can have a wesbite and mobile site in a week for a few hundred bucks! 7 BE FLEXIBLE WITH YOUR PRICING Have a guideline for your pricing structure when you are ready to make a pitch, but be mindful of the financial capabilities of that prospect. Offer a free social media integration or an added option to their mobile site. As resellers, you can publish as many as you would like without any additional charges. Offer these for free to your clients for a small monthly fee or for no charge at all. PITCH IDEAS Show them an existing website example Create a website before you try to sell them on it Educate client on the growing industry using stats Show content management system Offer to set up QR codes Explain how much money they are saving by developing a site with you Be flexible with your pricing 9

10 Common Objections to BIZNESS WEB We already have this or We don t need this If you come across this objective, ask if their current solution is effective, and ask for specifics. If you have done your research, mention your lead s competitors. Mention their success stories and how their business is growing with quantifiable figures. We don t have the money right now Again, if you have done your proper lead research, you will know that this statement is simply untrue. What this statement is saying is that your lead is unprepared to spend money on something that is not explicitly demonstrating a benefit. Instead, stress the fact that you are not asking for a sale immediately. Your want to educate your customers on the value of having a custom designed website. Allow them time to process that value. Ultimately, using this process will provide a positive experience for everyone. Why does my business need to go mobile? A recent Google study showed that 40% of customers will go to a competitor if they had a bad mobile experience. In addition, 57% of customers would not recommend a business with a bad mobile experience. Mobile websites help businesses bring in new customers and are great at helping to keep those customers coming back. Websites and mobile websites combined create a complete online and mobile marketing strategy for a small business. My business does not need a website or mobile website. The mobile industry is the fastest growing industry in recorded human history. If a prospect presents this idea, utilize all of the different infographics and materials available in your marketing center. There is a ton of information at your disposal that speaks to the increasing importance of websites and mobile websites. Stress that the world is increasingly mobilizing and that this evolution is here to stay. I am not a programmer or developer Bizness Web is a highly intuitive and extremely easy to use platform. You need no programming or design experience whatsoever to use this system. If they still do not want to build their website, offer to build it for them. 10

11 BIZNESS CRM The most valuable tool at your disposal is Bizness CRM (Customer Relationship Management). Using the tool measures your sales performance, the performance of your clients, and provides resource materials to support your sales process. Once you have access, the easy to use CRM tool will become your best friend, providing graphs and other quantifiable displays for you and your clients. We also provide full video tutorials which guide you through the CRM, with a resource of customized telephone and scripts for your sales process. HOW DOES BIZNESS CRM WORK? We organize local leads by industry and then narrow them down based on numerous optional criteria. This allows users to easily track their sales. For example, Bizness CRM can help users find Chinese food restaurants in the San Francisco area with a Facebook page, Twitter page, Yelp page, OpenTable page, web page, address, phone number, physical address, and more. The strategy behind this approach is that SMBs that are already active in online marketing (has a FB page & website) are far more likely to invest in a new type of marketing product, like a mobile website. Other features include an easy to use sales tracking pipeline, an appointment scheduling calendar, a powerful metrics dashboard, team collaboration ability, and an iphone app to track sales on the go. These marketing materials are provided for free in your reseller dashboard. BIZNESS CRM Use CRM to measure performance Provides graphs and displays for you and your clients Users can easily track their sales Those with FB page and website are more likely to invest in mobile site 11

12 WEB/MOBILE SITE Scientific Terms Here are a few useful terms to use when you educate your clients about the value of websites and mobile websites. SEO: Search engine optizmization. SEO is the process of improving the ranking of a website via search engines. SEM: Short for Search Engine Marketing. Often mistakenly used interchangably with SEO. SEM is a broad term that includes all strategies for promoting a website, increase its qualified traffic and increase its search engine rankings. Flash: Flash is a technology that adds interactivity and video to websites. The technology generally does not function on mobile devices. Responsive Website: This is a website that changes according to screen size. When a screen is small (such as in a mobile device) content and functions change to accommodate the user. CMS: Content management system. This is where clients manage their websites and mobile websites. QR Code: Stands for Quick Response Code. Popularly used in marketing and advertising. It is a matrix barcode that when scanned will take you to an implied website or web page. Redirect Script: A script we provide to redirect users to a mobile website if they view a website from a mobile phone. RSS Feed: RSS, short for Really Simple Sindication, is used to track content changes on websites. As opposed to manually re-visiting each pagefor new content, subscribing to an RSS Feed will deliver this informaiton to you. Web Analytics: The collection, measurement and analysis of Internet data for use in understanding web user behaviors. USEFUL LINKS: Orientation Link App Builder Link 12

13 TARGET Verticals There are a wide variety of business and organizational categories that could take advantage of websites and mobile websites optimized for devices. Here are just a few examples: Non Profits Djs & Artists Churches Financial Advisors Nightclubs & Bars Law Firms/Lawyers Hotels & Resorts Gyms & Fitness Clubs Restaurants Realtors These verticals all have custom case studies prepared in advance with verified, quantifiable results. In addition to this handbook, there are even more resources available in the Bizness CRM. BIZNESS WEB Sales Conclusion The most important aspect of selling to small businesses is putting in the time and effort. Selling to small businesses can be a daunting task, but with the right drive and focus, you will have a successful company in no time. In addition, we re here to help! If you have any additional questions about the sales process of websites and mobile websites -- please contact us! Read helpful articles here: Watch tutorial videos here: Watch app sales & design webinars here: support@biznessapps.com