Applying Persuasive Sales Process to Online Sales
By Steve Tsai, Managing Editor, Internet Journal
The traditional sales process involves the following steps:
1. Lead generation/prospecting
2. Appointment setting
3. Building rapport and trust
4. Identifying customer needs
5. Presenting benefits
6. Handling objections
7. Motivating and Closing sales
8. Getting referrals
In online case, lead generation can be through SEO (earned), PPC (paid), social media (earned), etc.
Appointment setting is the click through to the Web site (owned media).
Once on the website, step 3-8 can all be incorporated to guide a visitor through and consummate the sale.
In traditional selling, the most effective way to build rapport and trust is through pacing. One can pace
speech speed, volume, tonality, mood, posture, interests, experience, etc. On a web site, while we cannot pace speech speed, volume, or tonality, we can pace interests, experience, and create moods.
Eisenberg's "Waiting for Your Cat to Bark", he talked about the persuasion architecture and the utilization of personas. Personas are created based on personality types. Competitive, Humanistic, Spontaneous,
and Methodical. Each personality type has its preferred language. Therefore, on the home page, the contents should include phrases that appeal to all four types.
In addition, in sales psychology, we know that
people have different preferred channel of communication or sensory preference. About 28% of people are visual, 25% are auditory, and 38% are kinesthetic (touch and feel), and the rest have two or more preferred channel
Therefore, in addition to the sentences and phrases appealing to each persona type, we have to also include words preferred by people with different sensory preferences.
Because we like
people who are like we are, therefore, your web pages should try to appeal to people with difference sensory preference.
In the next article, I will show you the example of sentences and words that appeal to
different personalities and people with different sensory preference.
About The Author
Steve Tsai is the Managing Editor of the Internet Journal http://www.intnetjournal.com. Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any
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