The Internet levels the playing field, making it possible for businesses of all sizes to compete. But many business owners, newly empowered with this ability, either forget or fail to understand what’s needed in order to sell high-ticket items online.
Communicating with customers and prospects has never been easier, thanks to the Internet and the platforms it gives us — the web, social media, email, for example. Businesses can create content that its target audience will want to engage with, it can advertise on search engines and on websites that are likely to be of interest to that target audience, and it can keep in touch through the use of email marketing. But the Internet is inherently impersonal — there is no “face-to-face” interaction going on — so it may prove difficult to sell high-ticket items online.
How can businesses use the Internet to sell high-ticket items?
The rules of sales and marketing haven’t changed much over the years, only the method of communicating has evolved. Customers and prospects still for the most part adhere to the adage, “People buy from people, they don’t buy from companies”. This is even more so when the purchase decision has to do with expensive products or expensive services.
Take, for example, a spa offering body contouring, facial rejuvenation, and hair restoration services — depending on the individual patient and his or her needs, those services could cost several thousand dollars.
Is it realistic to expect a new client to make a purchase decision and enter credit card information online for those services? Probably not. The prospect probably wants to get as much information as possible about the people running the spa, their reputation, and the testimonials of others before making a purchase decision.
Can the Internet be used to make people feel more comfortable about buying?
Here are 5 ways to make prospects feel more comfortable about buying high-ticket items:
- Sell yourself first — make sure prospects feel comfortable about buying from you
- Establish yourself as an industry authority — help prospects understand what makes you special
- Lower the barrier to purchase — offer a free, or low-cost, item that the prospect can try today
- Highlight what others have said — share convincing reviews and testimonials about your product or service
- Eliminate or reduce the risk — offer a guarantee that helps to remove the prospect’s doubt
Now back to that medical spa for a moment… could they benefit from showing videos of their facility, candid interviews with their medical staff, positive online reviews? You bet they can!
Anything you can do to make your interaction with the customer or prospect seem more personal will help you to sell online!
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