2. Act as a consultant … the goal is not to advertise.
In this article, I want to help you understand how to write a blog about your business and not sell you how to improve your sales process online.
Our product is consulting and training on how to better manage your sales process online, but this blog is about how to do a better job with what you sell. (Do I sound tricky in that statement?) Some might think so. But the goal of what you have to offer, whether it is a product or service, is to offer advice on how to go about making a choice.
I am going to assume for a moment that you are an expert in what you sell, and could begin to write a series of articles everyday about how to buy what you sell by answering a variety of questions you hear from customers every day. Let me give you an example.
If you were a jeweler, you could begin to write a series of education articles on topics like:
How to choose the right diamond?
Which of the 4C’s in Diamonds is the most important?
What is the difference between 14kt and 18kt gold?
What are the pitfalls of buying designer vs. custom jewelry?
And so on….
What might be your series of articles for what you sell? You are the expert, and if you have been helping customers for a long time, you probably know the answers. So start answering in written format.
3. Tell the truth … do not make stuff up
There is so much information on the web, that a savvy customer who is researching what you sell will quickly learn whether your information is real. Unfortunately the internet is full of scams and false stories, and we have all read them.
Do not try to fool your customer into buying what you have to offer, or the internet will turn on your as they begin to write their complaints about your business on social media and other blogs related to your business.
To give you an example, here is one thing we talk about. In our training business we have been helping clients manage their internet sales process since 2002, and we will guarantee a minimum increase in business of 15%, if they follow all of our recommendations.
We choose this number, because 15% is the worst we have ever produced for a client. Sincerity and reality are important to consider when providing advice.
Creating false expectations can work against you. So when delivering advice about your products and services, be careful not to unrealistic expectations.
Next- 4 and 5 and Helping not selling – HOW TO LISTEN OVER THE WEB