Sell BEFORE they go online

by Shannon F. Informal opinion polls show that the internet is not just a passing phase. Though MySpace, homemade Angelfire websites, and certain derelict forums may be ready for the digital junkyard, the World Wide Web is generally still thriving, and only a few stragglers still believe that customers will find them in the Yellowpages. The availability of products, information, reviews, and comparisons online make it difficult to compete if you’re continuing to sell the way you did ten years ago. That’s why the most adaptable salespeople, instead of fighting the inevitable, learned how to do two things early on: harness online marketing tools and, just as significantly, reach prospects before they go to the internet. Be the expert they find online. When was the last time you made a complicated or expensive purchase because a salesperson talked you into it? Chances are, you researched your options extensively before you even went to the store. If you decided in advance that you wanted a Brother MFC-8510DN Laser Multifunction Printer, it’s going to be much harder for a salesperson to convince you that the HP LaserJet Pro 400 M475DN is your best bet. You’re now an educated buyer, because you found out the pros and cons of each product online. So how can you sell your B2B products and services to today’s educated buyers? For one, you have to provide the information that prospects seek online. If you sell business telephones, for example, you should be blogging about selecting a phone […]