Dec 15, 201403:35 PMOpen Mic
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Why you need to use your website to teach your customers
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In short, our customers are looking to us to provide answers to their very specific questions. When we use our websites to provide these answers — if we use our expertise to teach — we will be the trusted source of relevant and trustworthy information.
About that 57% ...
The Corporate Executive Board Co. and Google surveyed 1,500 CEB members, asking them, “How far do you get in the decision-making process before you start contacting potential suppliers?” Regardless of the price point or the complexity of the purchase, their research shows 57% of the decision is made before customers even talk to vendors.
So what does this mean to us? It means that due diligence (i.e., research done independently) has now moved to the very front of the sales process. Instead of starting to shop for a car at the dealership itself, customers are researching vehicle options, prices, and potential inventory before stepping foot on the car lot. Instead of touring open houses as a first step to buying a new home, purchasers are researching school districts, sales trends, and new vs. existing homes before putting on those little blue booties to protect the carpet from their dirty shoes.
Customers now know exactly what they’re looking for before they even talk to you. So the most important question for us is “who’s taking the time to educate them?”
If your company’s website is simply a way for you to toot your own horn, then you’re missing the boat. The more quickly your company can transform your website into a teaching tool and not simply a sales tool, the more quickly you’ll start to win more business. Begin producing content to put on your website today by starting with this question: “If I were a potential customer of my business, what are the first things I would need to know?”
Spencer X. Smith is a Waunakee-based business consultant.
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