Online Sales - Doing it Right

My background is 100% b2b enterprise sales which are rarely done online. Since EyeView is all about increasing online sales, I had a lot of learning to do in order to understand how online sales works. What I discovered is that the basics are very similar - it's all about engagement and commitment.

In order to close a sale (either online or offline), you want to engage your buyer and then turn his engagement into commitment. This is done in multiple steps in which you get a commitment and then leverage it in the next step.

In offline sales, the engagement is done through a presentation and personal relationship and the commitment you want to achieve can be customer actions like:

1. Spending time learning about your product
2. Coming to your office
3. Risking his reputation by championing your product in the organization
4. Getting other resources in the company commit time to evaluate the solution
5. Making a commercial commitment

In online sales, the engagement is done through creative content and the best tool for that is video (check out www.eyeviewdigital.com). The commitment is usually done by the customer taking actions like:

1. Spending time on your website
2. Sharing with others
3. Giving away personal information (aka - signing up)
4. Downloading and installing something on his PC
5. Giving away credit card details (without payment)
6. Submitting a payment

If you want to see some good samples of how to do this right, check out EyeView, Yield SW, Readysite, Ginger SW and Caphyon. 

Comments

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