The Internet is a great place, no doubt. Even the smallest shop
can promote and potentially sell its products and services to
this huge market. But because everything happens on-line, it's
sometimes difficult to know what's happening in the head of your
prospective customers. Why did this one abandon his shopping
cart? What was this little thing that one didn't find, that
made her change her mind at the last minute? Bob Osgoody
offers his view on this important subject.
Enjoy the article!
Dom Vonarburg
Price Isn't Everything, But...
By Bob Osgoodby
Some people equate the cost of an item to its value. Others
comparison shop to try to find the best price. Maybe both are
correct in a way, but most try to look at the whole picture.
If someone jumped out of a dark alley, and tried to sell you a
Rolex watch for fourteen dollars, you might look askance at the
offer. But if that's what you wanted, you would do your
homework, find out the going price, and then shop around a bit.
Would you necessarily purchase the one at the lowest cost? Maybe
you wouldn't. What factors would you weigh in your decision
making process?
Probably one of the strongest would be the reputation of the
seller. How long have they been in business? What is their
background? What is their refund policy? Do they give the
appearance of a business, or do they look like that guy who
jumped out of the dark alley?
If you hope to have any chance of succeeding on the web, you must
address this issue. You can't expect people to buy from someone
they don't know and have never met. When you deal with someone
in a retail "brick and mortar" business, you are in "face to
face" contact. You can also see the product offered. Since you
don't have this capability when buying on the web, sellers have
to address that issue in a different way.
Your name, picture, a short "bio" and phone number go a long way
to allay fears a prospective customer might have. But that
should not be the focus of your website - your product or service
should. However, it is important to include an obvious link,
that takes prospects to where they can get that information.
It is extremely important that your whole operation reeks of
"professionalism". This includes not only your web site, but
also all the ads that try to entice people to visit you there.
Your ads should be concise and powerful, with only one purpose,
and that is to get them to your web site where you will hope to
make the ultimate sale. Bad links in your ad, misspelled words,
poor grammar and ads that are too long will only guarantee one
thing - failure. People are bombarded with so many ads on the
web, that they quickly recognize the "weekend hucksters", and
learn to avoid them.
I visit several dozen web sites every day constructed by people
who submit ads to us, and am appalled at the "crudity" of some.
If your web site looks like it was thrown up with little effort
or forethought, you really have no chance of doing business.
In the same vein, if your web site is recognizable as an
affiliate program, you also have little hope of doing a decent
business. Most of these ads, to put it bluntly are "tired" and
are immediately recognizable from their URL. This is why it is so
important for you to have your own web site. You can have links
to the affiliate sites, but the whole purpose is to first sell
yourself. If you do that, selling your product or service is a
whole lot easier.
If your product is highly overpriced, and don't forget that
shipping and handling add to the bottom line, you will quickly
recognize the error of your ways. Now, price isn't everything,
but you must be competitive. If someone can get the exact same
thing at a lesser price, and all other things being equal, they
will shop there.
You must have a guarantee! If someone is dissatisfied with your
product or service, you must be prepared to refund their money.
And, you must also present an image where they will believe your
guarantee. If they have a way to contact you directly, your
guarantee will be a whole lot more believable.
Price isn't everything if you have all the other "ducks in
order". Most people are willing to pay a bit more if they are
comfortable with the seller. If they aren't, price doesn't
matter.
Article by Bob Osgoodby
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