Front End of the Business – Course 101, by Terry Fagen
You have a product, a service, a company. You want to shout out loud and let everyone on Earth know how amazing you are, but how far will your voice travel? What will you show potential customers once you reach them? What will make your customers want to buy whatever you have?
Your front-end of the business is the customer-facing part of your company. It includes everything and anything with which a potential customer will view and interact. Your sales team, your storefront or your Web Site are all major components. In fact, in today’s world, your web site can be your sales team and your storefront! It has international reach. It is like opening a retail chain or franchise in every city of the world – at little to no additional cost.
So how do you put the front-end of your business in front of your customers? Here are a few tips to consider when trying to reach new customers.
Let them find you
Anyone who comes to you, is a qualified lead. They believe you have something they want to purchase, so help them. Your #1 job is to attract customers. It’s your #2 job not to lose them!
Current techniques for attracting customers include paid advertising: Online banners on target web sites, Google Adwords, Print, Video and Sponsored advertising and un-paid advertising: blogging, proper SEO of your web site, organic Google search results and others. Your web site should be sexy, simple and stupid. That means pleasing to the eye, easy to navigate and find information and simple enough for anyone to use, regardless of technical knowledge.
The concept is simple – whenever and wherever a potential customer may visit online, let them see you. View, Click and Capture!
Give your Customers’ Extra Confidence
Make them feel comfortable enough to buy. Project a stable solid image. Project a hassle-free image.
The front facing part of your web site needs to colorful and tastefully developed. Crowded and confusing, complicated interfaces are gone. A customer should be able to take a look at your home page and determine exactly what you do, where to find more information and how to purchase.
Please do not forget -the reverse is also important – how to return – how to complain – how to cancel or leave. The Wal-Mart principle (fair price, easy returns) has worked world-wide and sustained massive annual growth. Why not leverage that principle?
You might be operating a business out of your home, but your web site, the FEOTB, can project a solid, corporate, environmentally friendly image that will attract millions of annual visitors.
Smooth Surfing
Guide your customers through your web site. Make is easy to find all the information they need, without ever leaving your web site. Make it easy to buy. The fewer clicks, the less the typing, the faster the process, will all result in greater sales – I promise!
Once they have made their purchase, keep them informed. Order Status, updates and delivery should all be readily available. Maintaining client communications will drive return visits and future sales. Remember to treat every customer as YOU would love to be treated.
Paying special attention to the front-end of your business will bring long term loyalty, increased sales and long term satisfaction not only for yourself, but also for your customers.
