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The Five Step Sales Process
How To Make Your Web Site...
The Best Sales Person You Ever Will Have!

Paul Thank you for the extraordinary efforts you expended in educating a website neophyte to the mechanics and possibilities of internet marketing. Your knowledge, enthusiasm and candor are much appreciated. I look forward to the mutual benefit of our association. You have my permission to use my statements in your marketing. Sincerely, John M. Young Young and Associates Insurance Sales Training and Marketing

It's not rocket science. If you want your website to sell more, you have to construct your website so it employs the sales process. Selling is worlds away from allowing customers to buy, and if you aren't selling, you're not going to be in business for long.

We all know the Internet is new, but do you still think thousands of years of consumer psychology got an overnight makeover just because somebody found a different way to communicate? I don't think so! And you don't have to take my word. Look at all the consumers who are not buying from all the dot-coms that are failing.

So let's look at what goes into the sales process and how it works in the bricks and mortar world. Translate this to your web site, and you will see your sales go up WAY up.

There are five steps to the sales process:

1. Prospect
2. Rapport
3. Qualify
4. Present
5. Close

They occur in that order, but the process isn't strictly linear. Actually, the sales process is a kind of spiral, each step feeding back and influencing the others as the process overall moves forward toward the Close (assuming you do it right). Any good human salesperson knows selling is a process of evaluation and revaluation, on the part of both the salesperson and the client.

Let's say you are trying to sell bicycles. You run ads in all the local papers featuring this magnificent new trail bike that's hit the market. You've whetted peoples' appetites, and they start coming into your store to see this cool bike. So what's the first thing you want them to see when they walk in?

Well, it ain't the helmet and water-bottle rack! The Prospect step is where Marketing does its thing: delivering lots and lots of the right traffic. You pique a potential customer's interest, and once you've brought them in, the very first thing you do is deliver what they came for.

Apply this to a website:
If you've marketed that cool bike, you'd better spotlight it prominently on the very first page your customer sees. Of course you sell lots of other bikes and accessories, and you can include info about or link to those as well. But if you drive customers to you for a specific reason and then don't deliver immediately, you've lost them.

As soon as a customer enters your store, you don't ignore them, do you? You begin to develop Rapport. The process actually starts with the appearance of your store and the arrangement of products, then is augmented by the availability of help, the knowledgeability of sales staff and the personable way customers are treated. Everything a customer experiences in your store feeds into that sense of rapport. Naturally, you want it all to reflect well on you. You want your customer to feel confident about buying.

Nose To Nose:
When you're online, you lack that N2N (nose-to-nose) element, so you develop rapport through the speed of your download, the professional appearance of your site, through elements that promote trust, through ease of navigation, through the power of your text and the relevance of your images, through exceptional customer service.

You treat your online visitor intelligently, but make no assumptions about their prior knowledge, either computer- or product-related. You offer clear access to help and provide concise, relevant information. You also understand there are different basic personalities, and that everyone has a particular way in which they prefer to be sold.

Now let's suppose a woman walks into your store and looks a bit out of place. You go up to her and ask if you can help. "I'm looking for a bike." (Aha, you think, she's come to the right place, bikes I got!) You don't know, however, what sort of bike she wants. Maybe she doesn't even know this herself.

Maybe all she wants to do is browse and needs the tiniest nudge from you in any direction. Or maybe she has a general idea and needs specific information. So you begin a dialog with her. You ask questions to identify and Qualify just what she wants. Browsing? Here's the general layout of our store. Trekking bikes? Over there. Touring bikes? On that far wall. You want a children's bike? You'll find a great selection right here.

As you gradually get a better idea of her needs, you Present certain options to her. You show her a handsome silver and blue children's bike with training wheels. She tells you her son is ten and stands about so tall. You show her a different bike. Qualifying and presenting are iterative; you go back and forth until you've narrowed the field to THE bike.

Interactivity:
You can think of this iteractive process as a sort of "buying funnel" that ultimately identifies the best product for your customer's needs. Since you can't "ask" the questions, you must provide the options, making it very clear that in the category of kids' bikes, you offer tricycles, bikes with training wheels, bikes for mid-sized kids, bikes that will appeal to girls, bikes that will appeal to boys, bikes for different purposes, bikes in different price ranges.

What you do not do is waste your online customer's precious time (any more than you would in a real world store) by showing her something she isn't interested in buying. But you need to do more than just present the most relevant information. You need to keep your prospect moving ahead in the process of ultimately deciding to buy, and you do that using a process that involves getting their Attention, attracting their Interest, creating Desire (even if only for more information), motivating them to take Action (even if it's just clicking to drill deeper), and then making 200% sure you Satisfy them with the result. It's called AIDAS for short, and if you want to drill deeper, read on!

A.I.D.A.
AIDA. Nope, not Verdi's monumental opera. But just as monumental in its own way. A proven formula that guarantees powerful and effective strategies in marketing, advertising and sales. And it's just at home in cyberspace as it is in real space. That's music to anyone 's ears.

Ofcourse you want your customers buying, then coming back to buy again and again. Telling their friends about you, too. I mean, you do, don't you? (Whew, I was starting to wonder!)

So, make sure every single page on your website passes the AIDAS test. Yeah, I snuck an "S" in on you.
A Grab your customer's Attention
Does your page capture them in 10 seconds or less? With something that speaks to their felt need? And, do you sustain that attention by responding to their clicks (their questions) just as well, just as fast?

I Strengthen INTEREST
Do you show your customers immediately that you can meet their needs?

If not, why should they hang around? Do you provide useful information, and do it in a user-friendly format? Do you give your shoppers a reason to stay? Do you make it easy for them to find everything they are looking for? (Or do you make it easier for them to leave than stick around and be frustrated or confused? Your competitors are only a click away. And that 's just your online competitors.)

BIG point: The folks who sell flash will try to sell you that flash is important, that people want to be entertained when they shop, that entertainment is "sticky ". (We 're not talking about useful content that may also be entertaining - shouldn 't it be anyway?) Here's a little Martian for you: BUH-LOW-NEE!

The only time people want to be entertained is when they're searching for entertainment (duh!). Study after study proves that when people want to buy, what they want - ALL they want - is to find the info they need and be able to complete the purchase confidently, easily, and quickly. Period. As for sticky:

Make it easy and safe for them to buy and you won't need to give them anything else; don't, and nothing else will matter

D Stimulate DESIRE

Exactly how are you inspiring your customers to stay with you and keep clicking up to and through the purchase? (And remember, dancing bears will not do it - unless, of course, your target demographic is 9-year-olds with borrowed credit cards.)

A Get them to take ACTION

"Action" may be to buy, or it may simply be to click again on the way to making a purchase. Either way, do you make it logical, easy, obvious (and again, desirable) - even for a newbie? Do you lead your customer through the buying process in a way that makes sense to them? In fact, have you even thought about it as a process? And are you helping them to take action, pushing them to take action, or demanding they take action? Which do you think works best? Which one would you like to experience?

S SATISFY your customer.

Does every click on every page get them more of what they want? Or do some clicks get them what you want to push, or confuse them, or display what one of your programmers or graphic artists wanted to show off? Do some clicks even generate error messages? Yes it happens. All the time. Even on yoursite. Does the experience of shopping your site delight your customers? Does it make them feel good about buying from you? A satisfied customer comes back, and tells others. A dissatisfied customer doesn't come back, and tells even more people AIDAS Make it your ong. If you don't sing it, someone else most certainly will.

You've done a great job so far. The woman seems inclined to buy her son the blue Wheelie you showed her, but she has several questions, perhaps even some objections. Here is where you must begin to Close the sale. You answer her questions, resolve to her objections, encourage the close, detail your available service plans, offer payment options, explain your guarantees. You communicate that you stand behind your products. You provide security and confidence, a sense she will not be forgotten the second she leaves with that blue bike.

Apply this to a website:
Post your privacy policies (and honor them scrupulously), post your guarantees, offer every ordering option you can (online, fax, phone), prominently display a toll-free customer service telephone number (and staff it with a well-trained person, please!), make checking out clear and painless - even inviting - don't ask for unnecessary information, offer an opportunity for customer feedback, provide shipping and delivery details, don't hide any charges, confirm the sale.

And more. AIDAS helps you here, too. If you've set up your buy funnel correctly and done everything right, buying will be your customer's natural next step, but you still have to close or an awful lot of sales will slip right through your digital fingers. Plus, remember the sales process is never concluded when the customer leaves. Your most profitable business is repeat business. Let your customers know you appreciate them, and give them reasons to come back.

The "Information Architecture" of your entire website must recognize every step of the sales process. Remember, too, that each step feeds the others, so it's not unusual to have two, or three, or even all five steps on a single page. Think of the process as operating on both a micro level and a macro level simultaneously: the micro level is the individual page; the macro level is the entire shopping and buying experience. And remember, buying ultimately is an emotions-based process. By following these steps and applying these processes, you engage your shoppers not only in the physical dimension of colors, shapes, sizes, and prices, but you also appeal to the critical emotional and psychological dimensions that underlie every decision to buy. You may not be N2N with your online customers, but you can make them feel as though you are and by doing so, increase your online sales not just by increments, but in many cases by multiples.

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