Your Prospects Have Split Personalities – Your Website Should Too

Minds On builds a lot of websites and I look at countless more every day. Far too many of them are exactly the same. They put their product right in your face and shout about how wonderful it is and why you need every single feature they provide. It’s jarring. I’ve also talked to a lot of business owners who are frustrated with how poorly their website is at creating new sales. They just can’t understand it. It’s an especially big problem for B2B sales. “Why isn’t my website bringing in new prospects while my competitors look like they’re raking them in?”

I can give you the secret: it’s because your prospect isn’t a single person. They don’t have the same interests and the same problems. Even inside a single company — which many think of as a single prospect — there are many different individuals who are part of the decision-making process, who have different perspectives and things that they care about. If you are putting a single message out for a single ideal buyer, you might be missing a connection with all the other decision-makers inside an organization.

Let’s say you have a software product to sell. You can talk about all of the great features and benefits it provides. That’s great; you’ve connected with the end user. But, are they the ones who make the buying decisions? What about the technical staff that has to install and maintain it AND integrate it with all of their other systems? What about the CFO and those people who are only interested in the costs and the ROI? And, what about the internal training and support staff? If you’re not talking to all of them, you could be missing out on that key individual who can decide to buy your product or decide to buy a solution from your competitor.

Virtually every product category or industry has an entire cast of characters who potentially want in on the decision. You’ve got to know how to talk with all of them. Does your website do that?

But, how do you talk to all of these individuals without making your site completely schizophrenic? You’ve got to create a funnel. I’ll talk more about that in detail in my next post.

Is your website creating new prospects and driving new sales? Does it speak to the complete range of personalities and individuals inside a single prospect organization? Give me a call or drop me a line. I’d be happy to show you how we’ve done just that for our customers and talk with you about how you can do the same thing and turn your site into an active part of your sales effort.