In Sandler, we teach salespeople a lot about psychology and communication. It's all about getting past the other person's preconceptions, not sounding like everyone else, and having a real conversation.
So it shouldn't be a surprise that you can apply many concepts we teach in Sandler to your website to cut through the noise.
Have you considered any of these concepts for your website?
Pain statements
Use pain words and pain statements throughout your website. Your services and products need to appeal to the pain your prospect is experiencing. While sales conversations are where you get in-depth on pain, your website should talk about the surface-level pains you frequently hear prospects bring up.
Appealing to DISC styles
Make it easy for D's to take quick action on your website by giving them a call to action (or clear next step) toward the top of the page. Give I's something with photos of your staff, and maybe of clients as well, if appropriate. S's love to see testimonials and the number of years you've worked with people or been in business. C's love to click that link that says, "Read more details," so be sure you have plenty of details on the page it links to!
Make people feel OK before they meet you
Who are your prospects and clients likely to interface with? Make sure you have pictures, bios, and contact information for those people on your website. The tone of the writing on your website should appropriately reflect the company culture of your organization.
Disqualifying
Finally, consider a "Why not us?" page. On that page, share major red flags your sales team runs into regularly, so people will know when you're not going to be a good fit for them.
Are you using any of these concepts on your website? If so, we'd love to hear about it.
About the Authors
Mike Crandall
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Training Oklahoma, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."