Spotlight

Seven Tips for Improving Online Technology Solution Sales

Attracting customers online is essential for any business, but it’s especially important if you are selling technology products or services through your website. Here are some specific ways you can engage prospects on your site and start generating more revenue.

1. Know What Your Customers Really Want

Most people don’t want to spend thousands of dollars or more on technology products. They want to solve a problem. They want to find something that helps them get a job done so they can feel better—less stressed, more productive, more empowered.

That’s why it’s crucial to focus on how your offering benefits customers—and how customers will feel after your product helps them. Speak to this in all of your marketing efforts, and especially on your website. You’ll generate more interest than simply talking about how your product works.

2. Be Clear About What You Offer

People looking for your products or services need to solve a problem. That’s why you don’t have to have a flashy Web presence to make your business stand out. An easy-to-navigate site that clearly describes and displays your offerings can actually garner more substantive leads.

When customers need to resolve an issue quickly, they don’t want to waste time waiting for pages to load or reading reams of text. High-quality photographs or screen shots of your offerings combined with honest, straightforward descriptions immediately show prospects you have what they need.

3. Make the Purchase Process Easy

Poor navigation and broken links on an e-commerce website are akin to being in a supermarket that has no department or product signs—or walking down a store aisle and running into a dead end.

Remember, the love of instant shopping gratification is no less compelling online—in fact, it might even be stronger. For successful sales, you must make your site easy to use. All user paths should ultimately and intuitively lead to what customers are looking for, and then to checkout. Regularly check links on your site to make sure they support a clear user experience.

4. Make the Experience Personal

You may never see your customers or even talk to them on the phone, so it’s important to personalize how you engage with them online as much as possible. Create content that is professional, but friendly. Write in first person. Address customers by name in emails, and refer to past purchases or communications you have had with them to establish a history.

By establishing a personal bond, you build trust with your customers. They’ll feel more comfortable buying online, and will be more likely to come back to you the next time they need technology assistance.

5. Deliver When You Say You Will

Find a shipping policy that works for your business and then stick to it. Deliver your offerings on time, every time, and at a reasonable price. You’ll go a long way to building customer loyalty and productive, long-term business relationships.

6. Be Smart About Marketing

What is the online equivalent of a Starbucks or a McDonald’s on every corner?

  • Links to your site on other sites trafficked by your customers, including technology, business news or blog sites, or through cross-promotions with other companies whose offerings complement yours.
  • Search engine marketing (SEM) efforts that ensure your site ranks high in results on all major search engines. Be mindful of keywords your customers use when looking for what you offer. Consider consulting with an SEM specialist.
  • Offline marketing that promotes your store URL. Create print materials including posters, brochures and informational business cards to pass out at business meetings, workshops and conferences.

7. Keep Your Site Fresh

Update your site regularly with new content. Include special offers or content that enhances what you do, such as how-to articles. The goal is to get customers to return on a regular basis and to spread the word about your great business.

For additional help, take a look at companies on Pinpoint that help businesses like yours increase online sales.


Featured Companies

PowerObjects specializes in Microsoft Dynamics CRM-based applications such as PowerMailChimp, which manages your contacts and marketing lists inside CRM, initiates email blasts, and then sends click-through data back to your CRM system.

The Scylla Group, Inc. offers Development and Content Management services to help you design and build your Web presence or internal applications using Microsoft .NET, SharePoint, Commerce Server and other core technologies.

Ledgeview Partners works directly with your customers or your team to implement Microsoft Dynamics CRM. The firm's Microsoft Dynamics CRM training and consulting aims to help you develop customer loyalty, reduce costs and build profitability.