100 Business Tools for Success by Jeremy Kourdi

Author:Jeremy Kourdi
Language: eng
Format: epub, pdf
Tags: -
Publisher: Quercus
Published: 2019-08-16T16:00:00+00:00

CHAPTER 50

THE TEN CS OF SELLING ONLINE

Building a successful business online

Centred round meeting customers’ needs, the Ten Cs are the key drivers of selling and succeeding with business online.

Which factors are most significant for your company will vary over time, depending on the situation – such as its stage of development, competitive position, type of market or brand strength.

1 Content

Content sets the tone and should drive your brand. It should be clear, compelling, engaging, entertaining, informative, visually appealing and tailored to the target audience. Enable customers to access information quickly and easily and to control the flow of information.

2 Communication

Communication is more than providing information. It is about listening, building trust and having a one-to-one relationship with customers. Understand what interests and motivates customers, give them the opportunity to interact, act on feedback and use clickstream data to monitor behaviour.

3 Customer care

Customers need to trust you – to have confidence in purchases and to know that personal data is secure and that after-sales support is available. Provide various payment methods, enable customers to track orders and respond quickly to questions. Positive experiences enable up-selling, cross-selling, repeat business and personal recommendations.

4 Community and culture

People look to the Internet to network and socialize. Provide expert information, allow people to react, ensure that information is accessible, clear and entertaining, and enable customers to meet and interact.

5 Convenience

Customers have high expectations, so assess each feature from your customers’ viewpoint. Online experiences need to be smooth, effective, quick, easy and convenient. Ensure that navigation is clear and intuitive.

6 Connectivity

Make the site compelling and ‘sticky’ – so that customers stay longer, return often and recommend it. Ensure that customers value it by providing high-quality content and incentives to return. Enable customers to visit other sites that provide complementary information – such as skiing companies linking to weather channels.

7 Cost and profitability

Your online strategy – objectives, priorities and benefits – needs to be clearly understood and planned. Focus on cost control and profit maximization to ensure that the site is profitable.

8 Customization

Plan customization from the outset rather than grafting it on later. Ensure that products meet customer’s requirements through dialogue. Make sure that customers know what they can and cannot choose. Develop and refine customization to maintain competitiveness.

9 Capability

To improve capabilities, encourage your people to see the Internet as a tool for meeting customer needs. Set, implement, measure and monitor objectives. Ask customers what they want and what they think of your plans.

10 Competitiveness

Continually review and refine your strategy relative to competitors. You need a keen market awareness – you need to know what competitors have done, are doing and may do. Consider the worst-case scenario to make your online strategy durable and realistic.

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