Ironing out online sales wrinkles
MAKE IT SUPER EASY AND YOUR CUSTOMERS WILL COME TO YOU Turning to online sales sounds like a great idea, but first ensure you have all your systems in place and, after all the effort, that they do actually make your customers’ lives easier.
Fuelled by rapid advances in technology, business practices have evolved tremendously and it is imperative that you, as an entrepreneur, evolve alongside them or you risk becoming obsolete. Some 20 years ago, online sales were unheard of. But today, they are a must if you want to stay ahead of competitors. Online sales make it easier for customers to buy your products and for you to potentially reach more customers. So, if you already have an online store or are thinking of having one, here are some tips on how to execute an online sales strategy.
Firstly, you’ve got to understand there is a difference between selling online and having a company website you use to advertise your products. Yes, it happens that a customer stumble on your website, see something they like, then give you a call to enquire or make a purchase.
But that is not an online sale, such are automated. This means the entire interaction between the customer and your business is done online via a sales website.
A sales website, also known as an online store, is the platform you use to sell to customers. It determines whether a customer buys or not. A sales website is different from a normal company website that gives general information about a business. It’s more interactive.
So, the first rule to online sales is to have a functioning website that is straight-forward and easy to use. There are some horrible online stores out there, which are too difficult to navigate; too complicated for the layman; and have too much information and pictures.
Your sales website is the key to getting a sale, so make it as user-friendly as you possibly can.
Secondly, even though everything is automated, ensure you have online support such as “online chat assistance”, along with your physical address and number customers can call. Most people will only do business with a company they can reach if anything goes wrong.
Thirdly, ensure all your products are displayed with the right information. Don’t you hate it when you want information about a product but have to call the company to enquire? “Why don’t they just write the price, specs, functionality and warranty, everything, on their website? And finally, ensure you have an easy billing and check-out system. This is where many companies fail. They do not have an easy, safe and secure online payment system.
It is a detailed topic that I shall discuss next week.
Munya Duvera (duvera@duveraelgroup.co.za) is founder of Duvera Elgroup