In 2000 we were talking about whether every small business could benefit from a website, many considered it a myth. It’s pretty well accepted now that every business should have at least a minimal presence on the web. I think that the same can be said about business participation in social networks and using social media.

In 2000 we were talking about the need for businesses to have clear goals for their website with strategic and tactical plans for reaching them. The same is true today about the use of social media. It’s important for businesses to make sure that their social media participation are aligned with and support their business, website, marketing and promotions. Regardless the media, there must be a consistency in the presentation of the brand and message.

In 2000 we were talking about the need for promoting the company website in all of their marketing, promotion and advertising. Use of social networks works best if you let people know you are there. People might find you by searching or happenstance, but that’s not something you want to count on. Not only should businesses let everyone know they are using those networks, they should be actively seeking information from their customers and suppliers about which networks they use and begin connecting with them. Everyone accepts the importance of an email list, social network contacts should be considered just as important.

In 2000 we were talking about personal branding through email discussion lists and web forums. While we’ve added different technological platforms, the rules of engagement have not changed. You wouldn’t walk into a cocktail party full of people you don’t know and start announcing your business interrupting conversations. You will just be an annoyance, people will tune you out, or worse yet, have you tossed from the party ruining any possible future dialogue.

In 2000 we were talking about the need for a commitment of time and money for a successful website and Internet involvement. Participation in social networks can be very time consuming so it’s important to budget time and/or money to make certain that there is a consistent presence to be effective.

Sales professionals generally accept that there are five steps in the sales process. These five steps are: Prospect, Rapport, Qualify, Present and Close. These steps are taken in order, with each building on the previous steps. If you have problems with any of these steps it is probably from not completing the previous step. I have my own “Secret Sixth Step” that I’ll discuss at the end. (Although it’s not much of a secret to successful sales people)

Let’s take a look at each of the steps in the sales process as they apply to our web projects.

1) Prospect. Think of prospecting like you’re panning for gold. Not every waterway is going to have gold in it. You have to sift through the regular sand and gravel to get to the desired nuggets. This is done by carefully crafting entry pages to answer the question “What’s In It For Me?”. How would you describe your most likely customers (your nuggets)? Where do they live, what do they do, why are they interested in what you are selling?

You may have several distinct groupings that you’ll need to create an entry specifically for them. For instance, if you sold computer games for children, you would want to create an entry page speaking to kids and one speaking to parents. You would then create Meta tags, reciprocal links, and strategic partners geared towards attracting each of those groups to the appropriate entry page. A web site can also be used to prospect through an affiliate program, viral marketing, and recommend it programs.

2) Rapport. I think this is an area that many sites have the most trouble with. In order to have rapport you must have interaction and trust. You have to let your personality shine through, let your visitors know who you are and what you are about. I’m not talking about just your ‘About Us’ page, but throughout your site, your writing, your style. Make sure you have names with titles and all kinds of contact information easily accessible. Give your visitors a way to interact with you via discussion boards, lists, chats, IM or phone. Be interested in them. Give them the opportunity to talk about themselves, what they like and don’t like. Ask them how you can serve them better.

3) Qualify. Again, another area that most sites have difficulty with. (But then, many offline sales people have this same problem) What qualifiers do you have for your product or service? What is the specific need you can fulfill? Do they need to have specific knowledge or expertise? What are the different financial considerations?

The web site can be designed to lead people through a series of if- then qualifiers. For instance: If you are a small business owner that has yet to get started online, then you need my booklet Bricks to Clicks: Getting Your Business Online. Or, If you have an existing web site that isn’t performing and have a budget of at least $1000, then you need my consulting services.

4) Present. This is the step that most sites and designers focus on. Unless you have taken your visitors through the first three steps, your presentation will be wasted on people who aren’t interested, don’t trust (know) you, or aren’t qualified. The mistake many sites make is in presenting features only. Yes, you need to list features, technical details, warrantee information and price, but you must relate each of those to benefits. Some people respond to features, some to benefits, some to the combination. If you can’t think of a benefit for a feature then it probably shouldn’t be included in the presentation. If you use pictures of products make sure they are quality pictures. Show the product from many different angles, and if possible, show it in use or with a human model.

5) Close. Give them an incentive for acting now. Make it easy, put a link to your order page on every page, take as many different payment forms as possible, and allow them to order via phone, fax, email or online. Ask for the order. Remind them of the benefits and the need you fulfill. Reassure them that they are making the right choice. Provide links to your testimonials. Remind them that you are easily accessible and available to assist them after the purchase.

And now for the promised sixth step.

6) Follow-up and after care. In step one I suggested that you look at prospecting like gold panning. Step six is taking those gold nuggets and turning them into jewelry. Creating even more value.

Use your order (or subscription) confirmation page on your website to solicit referrals and testimonials. Create a customers only area on your site for updates, feedback, and a customer community. The first sale is the most difficult and least profitable. Your best prospects are past customers. This is a new stream where you begin the process again at step one. That’s the secret, it’s not a straight line from prospecting to close. It’s a never ending circle, spiraling upwards.

Take a look at your web site. Which of these six can you start doing better?

Some things never go out of style. Originally appeared Dec 2000. “Six Step Digital Sales” – Google Search

The ones that promise to reveal the secrets of millionaires for just a few hundred dollars.

The ones that guarantee a residual income for life for just $9.95 per month.

The ones that write it is so simple that the prospects will be pounding on your door demanding to be sold.

The ones that give you access to a secret members only website where everyone will help you to succeed.

You click on the ad or link, and as soon as you get to the website you know it’s one of “those”. They have that same simple design. Lots of really big bold centered fonts. A little color to draw you to the headlines they want you to read. A long sales letter, that includes a lot of call to actions along the way for those of us with no patience. If you jump to the end you’ll see the super bonus offer if you join now. A couple of postscripts at the very end with their money back guarantee, affidavits from satisfied customers, and so much more…. When you try to leave the web site without falling for their pitch a pop-up window appears asking if you’re really sure you want to walk away without signing up. Oh and the current trend is the ubiquitous auto-play video that is straight from the late night infomercial pitch mold. Exotic location, fancy home, expensive cars and beautiful (sexy) people. A not so subtle message that if you send them your money NOW you can live in that exotic location, in a fancy home, with an expensive car, surrounded by beautiful people who are just like you, or rather just like you think you want to be.

Nine times out of ten the “secret” is to go out and sell the same system you just bought to the next sucker. In tough times, these types of programs multiply because people are desperate enough to try anything. They have a “willing suspension of disbelief for the moment” in hopes that their salvation is just around the next blind corner. We want to believe, and that is what these scum prey on.

Technology speeds up the process. It reaches a larger audience. But, there aren’t any secrets. Making money fast is never easy while simultaneously being legal and ethical. The only exception to that truism may be gambling. If you want to gamble go to a casino, at least they are up front about the odds being in the favor of the house.

There is no replacement for consistent hard work, knowledge, and experience. Applied to a product or service you truly believe in is the surest way to being successful. It doesn’t matter if it’s on the Internet, on Main Street, or in your home. Those keys to success in any business are always the same.

My purpose here is not to dash anyone’s hopes, burst their balloon, rain on their parade or otherwise fill their heads with negativity. In fact, quite the opposite. I truly believe that it is possible to build a successful home-based or traditional small business on and or off the Internet. I’ve seen too many people have their dreams destroyed by parasites that promise the moon and deliver nothing but dust. Once someone has a dream crushed, it’s hard to dream again. Each time it gets harder than the last, until finally some give up.

My message is one of hope and encouragement tempered by caution. You can succeed, just but be wary of the bottom feeders that don’t really care about you, your family or your success. Surround yourself with people you can trust, that have a healthy amount of skepticism, but are generally supportive of you and your goals.

Here’s to your success!

Since 2003, over a dozen federal investigations have been released which found thousands of firms such as British Aerospace (BAE), Rolls-Royce, AT&T, Wal-Mart, Xerox, Home Depot, General Dynamics, Raytheon, John Deere, Dell Computer and Dutch conglomerate Buhrmann NV have all received federal small business contracts.

Politicians love to pay lip service to small businesses, saying how important we are to the economy. They use us as leverage for or against bills concerning taxes, health insurance, job growth and the vitality of our communities. Yet when it comes down to when it really matters, they turn a blind eye to Fortune 1000 companies stealing the food off the small business table.

The latest U.S. Census Bureau data indicates that 98 percent of all U.S. firms have less than 100 employees. These 27 million small businesses employ over 55 percent of the private sector workforce and create over 97 percent of all net new jobs. Those same small businesses are responsible for over 50 percent of the Gross Domestic Product (GDP) and over 50 percent of all innovations.

The major business organizations, such as the Chambers of Commerce are either silent or in opposition to reforms that would ensure that small businesses would receive their fair share of government contracts. Once again it is pretty obvious that when it comes to business and politics, he who has the gold, makes the rules. Making matters worse, the organization that should be looking out for small business owners are bought and paid for by big business.

In the House of Representatives, congressional leaders are considering H.R. 2568, the Fairness and Transparency in Contracting Act which eliminates self certification and puts the onus on federal contracting officials to ensure that Fortune 500 firms and other publicly traded firms no longer receive federal small business contracts. Current federal law stipulates that a small business must be “independently owned.” Since publicly traded firms are publicly owned, they would not qualify as “independently owned” for the purpose of federal small business contracting programs. H.R. 2568 stipulates that federal contracting officials and prime contractors would no longer be able to report awards to publicly traded firms as small business awards.

Seems pretty simple and straight forward to me. Why would any business organization, particularly those that claim to be voice of small business like National Federation of Independent Businesses (NFIB) be silent on such a basic and fundamental issue for small businesses? Why aren’t our local, state and US Chambers of Commerce supporting this bill that would ensure that small businesses, the backbone of our country, get what they deserve under the law?

If you’re a chamber member ask your leadership why they aren’t supporting HR 2568. You pay dues and you have the right to an answer. Same thing for those that are paid members of NFIB. Why is the “voice of small business” silent on this issue?

The only business organization I will support as a small business person is the American Small Business League. They have my support and I urge you to support them too.