Let’s talk about sales. Everyone wants them and everyone’s got a different tactic to get them. Stereotypically, the common sales approach is a lot of schmoozing with customers, perhaps taking them out for lunch, but generally doing a lot of talking – very charismatically, of course. Naturally, not everyone is as happy to chat their way to a new income, and fortunately, you don’t have to! There are plenty of other ways to gain sales, small-talk aside! In fact, there are a number of silent sales techniques you can use, such as your website. In this article, Media Street, an Exeter-based digital agency, talk through how and why your website acts as your silent salesperson – and what it all means!
There are a number of techniques that can be defined as silent sales. From product packaging and displays, to signage, branded items, marketing collateral and even your website. The reason they’re ‘silent’ is because they should require no speech to be persuasive.
Let’s take product packaging as an example. How many products from a supermarket do you think you’d instantly recognise the brand? And how many products do you prefer to buy the brands you know and love – as opposed to a supermarket’s own-brand? Well, the reason for this is that customers inherently are drawn to certain brands because they are familiar with the packaging – it reflects the brand and allows people to connect with it.
In the same vein – if you were looking for a reduced fat version of a product, you’d expect the packaging to be light blue. Without anyone saying anything, you (as the consumer) instantly know that that product is the healthier choice, just by the colour of the packaging.
So, how does it work for your website? Well, if a customer visits your website, they should have access to all the information they need to persuade them to buy your products or services. Below, we’ve highlighted some of the key things your website can do to generate sales:
We’ve discussed the importance of branding on our blog before and your website is no exception. Consistency is always key and you should be able to clearly identify your brand from a glance at your website. Colour choices, fonts, tone of voice and your core values are some of the key players for conveying your brand on your website.
Did you know? People will give your website a grand total of 15 seconds to decide if they will stay and have a look around. If they have a bad experience, the site is slow, or navigation is difficult, people will switch off and hit the ‘x’ in the corner quicker than you can say ‘welcome to my website’. As Google now crawls and indexes your mobile site first, it’s essential that your website is fully responsive/adaptable for mobile devices (and tablets) as well!
With e-commerce sites, product pages should be detailed and show lots of images so that customers are fully aware of what they could be receiving. In most cases, more information is persuasive – if a customer has to ask a lot of questions after reading over your website, chances are they won’t bother getting in touch, let alone buy anything! Clearly show customers who you are, what you sell (and for how much), and any other information you’d look for when buying online – think shipping information, payment options, FAQ’s, etc.
If customers did have a question, a contact page allows them to get in touch easily. Having multiple contact options can also be appealing as different things will suit different people. We always recommend having a phone number, email address and a contact form, and if you have the resources, a live chat feature is often very popular.
Also known as personal recommendations from other (hopefully) happy customers! Scattering these across your website will help persuade those browsing to make a purchase as your product or service has worked for others so it could help them too.
Top tip: As Google have their own reviews feature for businesses, if you have a low score there – most people won’t even bother clicking through to your website. Be sure to keep these up to date and ask customers to leave you reviews, both on Google and social media platforms!
Similarly to the low review score, if you don’t tell people about your website through marketing techniques, very few people will actually make it to your site in the first place. There are a number of techniques you can use – you can use just one of these but we recommend an integrated marketing strategy using a mix of the following:
Here at Media Street, the services we offer vary from web development and hosting, to strategic integrated marketing. If you’d like to develop a plan to help your business increase sales – without you having to do the schmoozing – get in touch with our friendly team today. Whether you’re after a new website to do the talking for you or marketing to get potential customers to your website, we can help! We can’t wait to hear from you.