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Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.


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Does Your Website Make This Critical Mistake?

Posted on 12th July 2017. B2B Buying Process

Back in the late 1990s I had one of those “duh” moments.

I was attending a workshop on selling consulting services run by my employer, Gemini Consulting. One of the core lessons from the workshop was the observation that your sales processes should be based on how your buyers buy, not on how you want to sell.

“Duh”.

Simple. Obvious. Yet I hadn’t thought of it like that at all.

Fast forward to today and that simple observation still applies to sales processes both offline and online.

But does your website really match how your buyers buy? In particular:

  • What phases do they go through in their decision-making process?
  • What do they look for at each stage?
  • Have you made it incredibly easy for them to find what they’re looking for on your website at each stage?

From a hard-nosed commercial perspective, you want the visitors to your website to do what you want them to do. But in the real world, they’re only going to do what you want them to do if it matches what they want and need to do.

Or to use Zig Ziglar’s more positive version, “You will get all you want in life, if you help enough other people get what they want.”

In the current frenzy of excitement about designing complex “marketing funnels” to maximise our sales we seem to have lost sight of the fact that your clients have their own objectives. And if your website doesn’t help them achieve those objectives then they won’t stick around, no matter how clever your funnels are.

So what is it that our clients want when they visit our site?

To find out what clients want and how to give it to them, click here »