Chapter 3: Be Authentic, Responsive, and Real
Establishing a relationship first is a big advantage, both in closing the deal and in developing future business.
One of Henry Ford's famous quotes is, "People can buy the Model T in whatever color they want, as long as it's black." As any car dealer can tell you today, those days of consumers accepting what they are offered are long gone. Buyers are finicky, they want what they want, and they don't like being told what they can or can't purchase. The days of cranking out products without concern for the interests of the buyer will never return. Online buyers who are succeeding today offer a wide variety of choices or even customizable products.
People want products made for them, and the more unique, the better.
Any successful salesperson knows that establishing a relationship first is a big advantage, both in closing the deal and in developing future business. In the same way, an online marketer must let his true personality come through. You simply cannot hide behind the pages of your website. Companies that are succeeding in selling online demonstrate a personal touch in a variety of ways.
Here are a just a few examples:
- Auto-responders allow companies to personalize e-mails, using the first name of a potential buyer and making the e-mail sound as if it were written just for that buyer.
- A money-back guarantee that is personally backed by the seller's name and even a photograph can be a very powerful tool for combating buyer’s remorse. People want to know that they're dealing with a person, and that person stands behind the product.
- Blogs are one of the greatest tools for showing your personal side. Customers appreciate interacting with the seller, before and after the purchase, so that they know they can get help if they need it, and they won't be left out in the cold.
- Successful online retailers have 24/7 support systems for their clients. Many people who shop online are doing it from a different time zone than the seller, or late at night, long after brick-and-mortar businesses have closed their doors for the evening. Customers need to know that they can get support at any time.
- Interactive surveys, especially in conjunction with a free gift, provide a great way for companies to interact on the personal level with their customers. The survey results also provide valuable market research, so that companies can target their offerings to the ever-changing needs of the consumer.
- It's important that there are products in all price ranges, whether you are selling products or services. Sometimes a customer simply wants to test the quality of your product without committing to a higher priced item, and some customers just don't have a lot of money to spend at this time. By offering lower priced items, you can give them a taste for the product and for the way the company interacts with its customers. Many of these customers who entered at a low price point will upgrade and stay with the company long-term, and they’re satisfied with the treatment they've been given.
The days of the black Model T are long gone. Customization, personalization, and flexibility are the name of the game.
You need to be real, visible, and accessible if you want to succeed online.
