Does your website hold up when nobody is around to explain it?
Zach Janik
Inventor of “What The F*ck Do You Sell” Exercise - I help companies find more customers and then align their website, sales, and marketing teams so they can sell more - Founder @ Duzy
This is an expansion on my post yesterday about being careful with your industry-specific terms
2024 Ebsta data shows that we have jumped from 7 signatures to 11 signatures to close a deal, assuming because of the bad climate, in most cases that paperwork has to flow through the CFO, does your message have enough clarity to get through their decision-making process
?
The CFO is not completely disconnected from the industry terms, but it's not a common conversation in their day, and with such a limited amount of time dedicated to approving your product, you should avoid all roadblocks. It's obviously much easier in a face-to-face meeting
Let's go through an example that I love to talk about….
We as humans naturally go into such flowering language when we talk about ourselves or our product that it starts to get lost in extensive detail, sometimes you just have to KISS - Keep it simple
Getting back to the main question, is your website confusing, let's go through some checks.?
领英推荐
This is extra important if you sell in America, and into tech. There are major cutbacks in spending and every C suite member is trying to look to do more with less, but the main goal of every company is to gain more money, lose less money, gain market share, etc. If you want to highlight a business problem, not a technical problem, you need to tell me why “not making enough calls” - a technical problem, effects my overall business - “you miss quarter 4 numbers.”
According to Gartner, 75% of buyers prefer a rep-free experience - so thinking about all these steps might seem like a bit of overkill, but considering 75% is a whole bunch of your market and that 70% of your web traffic never returns, making your messaging as clear and straightforward as possible helps in a BIG way.?
Cheers! - Zach?
PS - I am struggling with the idea of emailing this blog instead of posting to Linkedin, but I love a clean inbox, so if you are one of the 145 people who read this every week, but do not comment, can you shoot me a message, or a thumbs up if you think this should be emailed instead?