‘I think I finally found something I can do!’, Joanne wrote, ‘this company doesn’t need me to do any selling at all. All I have to do is advertise a telephone number and their staff handles my sales. I think I finally have a chance!’
Ah, the ‘no selling’ pitch: it has wide appeal, due to the intense dislike or fear many of us have about selling anything to anyone.
But selling a product or service isn’t the only thing you sell online. You are always selling something …
1.__Your personality.
It’s well-known that it’s more likely for a visitor to purchase a product if they like you. The Internet is a vast, cold place: you don’t actually meet your visitors face-to-face and there’s no way for them to assess your personality except by reading your website or email.
Are you likeable, personable, and helpful? Or do you sound abrupt and impatient?
Words are the only way for people to judge you online. Take care in which words you choose and how you put them together; it’s all too easy to misrepresent yourself on the web!
2.__Your Credibility.
Because the Internet offers a low-risk, low-cost way for people to try to make money, some of the most ridiculous scenarios crop up. For example, I once saw a post on a message board from someone who was trying to sell a report on how to increase traffic to your website using search engines. And you know what?
He was asking for advice on how to get his web pages ranked higher in the search engines. It was absolutely mind-boggling.
Write about what you know. People buy from those they trust. On the web, the only tool we have to communicate with our visitors is a website. First impressions count, so make the most of it.
Display verifiable testimonials. Those testimonials you see that say, ‘Your book is great! I’ll buy anything you put out in the future – A. Robson, Tampa, FL’ … are useless. They look like they’ve been made up (even if they’re not, it looks like they are – and it’s the perception that counts). Display an email address or a website URL to connect the testimonial with a real person. If your visitor wants to check up on you, they can. Don’t forget to ask permission to use testimonials!
3.__Security or Comfort.
Ever get email telling you how you can lose 50 pounds, consolidate your debt, invest overseas, get in on the ‘ground floor’ of a business opportunity?
So has everyone else.
With the amount of unsolicited commercial email (spam) being sent to unwilling prospects, people are understandably hesitant about giving out personal information – even something as simple as their email address.
Visitors will be much more comfortable about doing business with you if you make it clear that you will respect their privacy (and you will, right?) and won’t disclose their information to anyone. Likewise, make sure you take credit card orders on a secure server and **let your visitors know** that their information is secure.
Everything you do online can be considered ‘selling’ in one form or another. Don’t get taken in by opportunities that claim that you don’t have to sell. You do. And the better you learn how to do ALL types of selling, the better success you’ll have online!
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Angela is the editor of Online Business Basics, a practical, down-to-earth guide to building an Internet business on a beginner’s budget. If you enjoyed this article, you’ll love the book! Visit http://www.onlinebusinessbasics.com or request a series of 10 free reports to get you started.
