22 November 2011
In our business we’ve talked with a lot of businesses about building websites and as would be expected we’ve come across a range of objections, (to use the sales term) and have found some more popular than others. It might be helpful for new designers heading into the freelance world to hear how some of those objections are answered. This is not a sure fire sales closing tool, our objective is always to engage with our customers in a conversation to identify their needs.

Our client base ranges for the SME to the sole trader and we treat them all with the same respect. The objection covered here tends to be more common with the sole trader although not often heard! When objections are raised we detail how they have been answered and note if the answer was successful or not.
Customer; I don’t think my customers use the internet.

Oh, do you mean use the internet to look for your type of service?

Customer; My customers find me in the local rag.

There used to be a lot of business that thought that people wouldn’t use the internet! But a lot have changed their minds.
Can I ask you, if as a business owner you found out that 80% of the population of the UK spends an average of 35 hours a month on the internet looking for things what would be the most important question you would ask of that information?

Customer; What are they looking for.

Good answer, that’s a lot people, 8 out of 10 isn’t it?

But what about the question of who isn’t looking on the internet? Who are the 2 out of 10 that aren’t using the net, there’s maybe the very very old, and the very very young, can you think of another group who wouldn’t be using the internet?

Customer; Maybe blind people or disabled.

Maybe, but there are devices especially to help challenged individuals. Can I ask you, are the very old and the very young your target market?

Customer; Well no, not the very very old…

So if 8 out of 10 of us use the internet, do you think that includes a lot of your customers?

Customer; Probably,

If I can show you a couple of ways where you can talk to your customers, show them your products day or night, be open 24 hours a day, even when you’re asleep, do you think that would be a help or a hindrance to your business?

Customer; Well it would be a help of course…

And would it be even more of a help if wasn’t going to break the bank to keep your doors open, metaphorically speaking, 24 hours a day?

Customer; How much does it cost to have a website?

I think you just said it would be a help, would I be right?

Customer; Yes of course but how much will it cost?

OK, there are a number of types of site ranging from the inexpensive to the very expensive and I need to know what you want from your site to make sure I quote you for the right type, you don’t want to pay for features you don’t need, so let me ask you, what would you want your website to do for your business?….

The conversation that followed was focused on describing what the customers web should do for their business from their point of view.

*Note

Amazingly enough there still businesses out there that think the internet isn’t for them when in reality it could lift their business. To a lot of customers web design and SEO etc is all very complicated and they are naturally hesitant because they are not sure footed. Whether engaged in a cold calling out bound or in bound telesales approach, a referral or face to face approach, a consultative approach is our preference, always aiming to identify needs and then working to find a solution to those needs with budget.

**Note 2

As this was from some months ago now it may be appropriate on another occasion to add Facebook usage into the mix with 30 million UK Facebook Users sharing their thoughts with their social groups businesses that don’t have a presence may be missing out.