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How To Use Your Website To Shorten Your Sales Cycle

Copyright © 2005 Kendall SummerHawk 
KendallSummerHawk.com
http://www.kendallsummerhawk.com

Is your website languishing as little more than a web brochure? 
As a professional service business, the problem with a web 
brochure is it's often loaded with features and ignores 
persuasive results. A web brochure uses a lot of 'I' statements, 
as in, 'I help people .', instead of speaking to the heart of 
your visitor's problem. It may use long paragraphs, yet neglect 
to ask-or answer-the questions your website visitor has first and 
foremost on their mind. The bottom line is, a web brochure does 
little, if anything, to shorten your sales cycle!

The secret to rich rewards-more profits, greater free time-is the 
potency of your marketing brand. Your website has to evoke 
emotion, build a sense of connection with your site visitor, and 
brand you as remarkable. A client capturing website grabs your 
prospective client's attention, tugs on their heart, and inspires 
them to feel their problem can be solved - by you!

How Can A Website Shorten Your Sales Cycle?

Why let your website languish, never fulfilling it's promise, 
making you work harder to bring in new business when you don't 
have to? A client capturing website will shorten your sales cycle 
these five specific ways:

#1 Clients pre-qualify themselves

Instead of being bogged down with 'looky-lou's,' the calls and 
emails you receive are from prospective clients who have already 
started on the path of hiring you. Why? Because their key 
questions have been answered. They believe you understand their 
situation, and they are looking to you as the solution. The 
results for you? Your time is spent on clients who are a match 
for your service.

#2 Weeding out the wrong type of clients

If your website sends a clear message of exactly who you work 
best with and what problems you solve, it will automatically weed 
out the wrong type of clients. Worried about missing new 
opportunities? Don't be! The wrong types of clients never become 
the right type. The difference is, with a client capturing 
website, you're saved hours of time and effort figuring out--one 
person at a time-if you're a match. The results for you? 
Increased focus and energy you can spend on the clients you love 
working with.

#3 Evoking emotion

A ho-hum website generates few calls or contacts. What a waste! 
From your opening headline, to your tagline and final call to 
action, a client capturing website must create a strong, lasting, 
powerful impression with a unique message. The sensations, 
thoughts, and feelings you want to inspire are woven throughout 
every page of your website. Even your choice of colors, design, 
and images enrich the emotions you want your visitor to 
experience. The results for you? Your prospective clients 
instantly feel a sense of connection and begin to feel 
comfortable with you. Remember, people buy on emotions, not 
facts, and they buy from people they like.

#4 Getting your visitor to act

That is the point, isn't it? To motivate your website visitor to 
take action! Whether it's to pick up the phone to call you, send 
an email, sign up for your ezine, or download your special free 
report, your website must stir your visitor into action.now! The 
results for you? You spend less time marketing, and more time 
delivering your service.

#5 Gaining permission for you to follow up and contact them again

It's no secret that your database is your goldmine. But people 
are smarter, savvier than they've ever been. You have to gain 
their confidence in two ways. The first is that you won't abuse 
the privilege of having their name and email address. Next is 
that you have something valuable to offer in exchange for those 
two priceless pieces of information. Once you have their trust, 
you must continue to earn it with each contact you make. My best 
advice? Make certain every email or phone call includes a 
valuable tip, resource, or helps your prospective client learn 
something new. The results for you? You build outstanding brand 
loyalty. A business built on loyal clients is a business rich in 
value!


It's time to raise the bar and expect more from your website. 
Create a client capturing website and you have a 'marketing brand 
ambassador' working for you twenty-four hours a day. 

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Love what you do but wish marketing would just go away? Kendall 
SummerHawk, creator of Website WisdomT, the Marketing Makeover 
KitT, and HorseWiseT Brilliance Unbridled coaching program, 
specializes in creating fresh, innovative, client capturing 
programs for your business. Visit 
http://www.KendallSummerHawk.com for 
more articles and free Weekly Marketing Wisdom.
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