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Selling Process

FutureNow Article
Tuesday, Mar. 1, 2005

The Forest for the Trees

March 1st, 2005

B2B or B2C, you persuade most effectively when you map their buying processes to your selling process

Okay B2B folks. Time to see the light. Time to challenge your perceptions of industry differences – when it comes to online persuasion, B2B is not substantively different from B2C. You sell; they buy; you’re most effective when your selling process pairs up perfectly with their buying processes. Whatever you’re doing out there in cyber space, you get that relationship right and you’ll persuade…

...continue to read "The Forest for the Trees"

FutureNow Article
Tuesday, Feb. 1, 2005

Conversion and the Complexity of Your Sale

February 1st, 2005

It’s not about your business category or whether your sale is or is not a considered purchase. It’s about your persuasive path!

I recently overheard a fellow talking about “the simplicity of the B2C sale.” He was comparing it to the complexity of the “considered purchase,” B2B sale. I had to chuckle, not at the thought one sale might be more complex than another, but at the thought that B2C sales, simply because they are B2C, are inherently less complicated. I…

...continue to read "Conversion and the Complexity of Your Sale"

FutureNow Article
Thursday, Jul. 1, 2004

In Search of a Bat

July 1st, 2004

Join me as we play the cyber-field in search of a baseball bat

You sell baseball bats. I need one for a 14-year-old entering high school. I believe the right tool can help make or break the experience, so I want to give my friend something that will be an asset. Trouble is, I don’t know the first thing about bats. And they aren’t exactly cheap!

So I’m sitting in front of a screenful of Google search results. I’m eager and ready…

...continue to read "In Search of a Bat"

FutureNow Article
Thursday, Apr. 1, 2004

Landing Pages: Catch Me, If You Can

April 1st, 2004

Understanding the role of a landing page helps you create a stronger conversion process

Folks have made a habit of emphasizing the home page of your Web site as the Sacred Portal through which your visitors enter the cyber-structure of your business. As if all other avenues of entry were blocked, and the process could only start at Square One.

Yeah, right. Everyone knows the process can start at any square that is readable by the search engines. And you can directly…

...continue to read "Landing Pages: Catch Me, If You Can"

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