3 Reasons Why Your Website Is Probably the Dumbest 'Salesperson' on Your Team

The term “seller” can often provoke the bizarre image of a used car dealer who will do anything to get a sale. But that’s an old picture. The best sellers today are qualified professionals who know all about prospects. You do your research in advance. They ask questions and listen carefully to the answers. They adapt their pillows to every possibility and try to match everyone with the right product or solution for them. Progressive companies recognize this and spend a lot of money training them to work this way.

We all know that the way corporate buyers research through the internet has fundamentally changed. The most frequently cited statistic from the critical decision is that 67 percent of buyer travel is digital. It is not necessary to digitally research all your possibilities before speaking with the seller. However, this means that your buyers are doing most of their research online.

With that in mind, consider your website a member of your sales team. It usually targets your prospects sooner and more often than anyone else in your company and promotes relationships in the sales cycle. But are you doing the same thing you are doing with your salesperson to “train” your website to respond to prospects? Chances are, your website is the most polite and least effective member of the team. Here's why and how to fix the problem.

Related topics: Why your website is not getting the sales you need

1. Your website shares the same message with everyone.

No good salesperson would talk to a junior employee the way a C-level manager would. For example, a marketer from a tech company may want to know how easy it will be to use your product and how long it will take to fully work, while the CIO wants to understand how your solution will work with others. How to communicate the company's tech stack, and what to expect from Roy.

The same applies to industries and company size perspectives. It is unlikely to be very effective in addressing some concerns about the prospects for retail or small business versus financial services for a provider whose message is not received. Each probability has a different goal, different terminology is used, and different KPIs are measured. A good salesperson knows the unique selling points for each type of buyer in their business and how to include them.

But your website probably isn't. The prospect of his homepage has a key message that he uses for every prospect - it has been carefully chosen to appeal to a wide audience. And while you've developed content that caters to a variety of vendors, businesses, company sizes, etc., your website doesn't have the most relevant content for everyone. Interestingly, interested parties have to find relevant material for themselves.

2. Your website does not listen to everyone's needs.

The needs of the prospect change dramatically depending on where they are on their shopping journey. Is the product new to her? It will then respond best to introductory and teaching materials. Has he used anything similar to your product in the past? Then he probably wants to understand how your solution compares to other solutions in the market. Has he already done enough research on many different providers? Then it probably. Also watch the demo and read some case studies on how to help other companies like you.

Related: 10 mental tricks to increase your website sales

A good seller pays attention to the needs of every potential customer and addresses every concern. However, your website is unlikely. An introductory video or e-book will probably be suggested to anyone who visits your website, including those who are already your customers or are about to make their final purchase decisions. Instead of listening to what everyone wants and providing useful news and content, your website probably treats everyone the same.

3. Your website repeats itself and is numb.

Most sellers send relevant and relevant content to their prospects. A good seller will not send content more than once on the same probability unless the probability will ask for it. This shows that he did not miss his previous conversation with Chance and this looks awkward.