Got a YOU In Your Website?

Got a YOU In Your Website?  

Over the years, Psychology Today has done numerous studies designed to uncover the characteristics of successful sales people.

The author of one of those studies found the best salespeople first establish a mood of trust and rapport by means of “hypnotic pacing’ – statements and gestures that play back a prospect’s observations, experience or behavior.

The objective? Suggest to the prospect ‘I am like you. We are in snyc. You can trust me.’

Now, if you are skeptical about selling and salespeople in general, you may be tempted to interpret this as manipulation.

And, in its purest terms, it is. But for the person who truly is interested in helping prospects and customers get what they want, it is absolutely vital to establish a feeling of trust. Using ethical means of course. Otherwise, the selling process is unlikely to move forward.

Your website is the online version of YOU.  And if you’re successful selling one-on-one in person, there is absolutely no reason your website should not be able to play a major role in helping you achieve the same results online.

Provided your website mirrors your in-person sales approach.

Many business owners have trouble injecting their websites with their own passion and personality.

Instead of a relaxed, interactive communication, they push their sales message at a prospect like a carnival barker in such an overt way, the prospect does what we all do when a salesperson is pushy, we go elsewhere.

The prospect doesn’t feel a sense of trust. How can he? After all, he just stumbled across your website. What he does sense immediately is a gimmee gimmee message that is totally the opposite of what the business owner would do in a personal selling situation.

Your prospect’s visit to your website should be an experience that says, ‘Hey, we know you’ve got many choices (geez, it grates on me when an airline pilot says that in a voice oozing insincerity) when it comes to buying whatever, thank you for considering us. Take a look around, sample the goods and we’re here to answer any questions that come up while you’re visiting.’

Sadly, the message the prospect often gets is ‘Hey, we’re the same as everyone else so you might as well  buy from us.’

My clients hear me talk a lot about the importance of establishing an online KLT factor – ‘know, and trust.’

Without one, sales leads will be few and far between.