10 Steps to Revving Online Sales

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10 Steps to Revving Online Sales
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What Well Cover

• 10 Absolute Musts to Boost Sales and Profits
• 4 Things That Kill Online Sales and How to Avoid
  Them
• How to Use Automated Marketing to Increase Sales
  and Lower Costs

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Meet Brian Offenberger

• Hundreds of millions of dollars in sales and
  profits, with complete P/L responsibilities
  ranging from single units doing 4 million in
  sales to multiple units with combined sales of
  nearly 500 million.

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Meet RSS Ray

• RSS Ray a/k/a Brian Offenberger
• Online Marketing with RSS Ray radio show
• Professional certifications
• Our companies

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AftermarketerClub.com

• Membership club to help aftermarket dealers
  effectively use internet marketing to grow their
  business
• Learn how to drive more website traffic, convert
  traffic to customers, test, measure and
  communicate for more growth and profit
• www.AftermarketerClub.com

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Win A Free Evaluation!

• Have a marketing question about how to help your
  business?
• Stay tuned for detailsat the end of todays
  presentation we are giving away 12 FREE
  consultations

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10 Absolute Musts to Boost Sales and Profits
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Steps 1-5

• Clearly communicate why people should buy from
  you
• Market to existing customers
• Create original product descriptions and pictures
• Promote shipping and return policies
• Help a shopper trust doing business with your
  company

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Steps 6-10

• Provide reviews, user feedback and competitive
  information
• Get out of your own way
• Offer live online chat
• Use multi-channels for your marketing
• Synergize online and offline efforts

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1 Communicate Clearly

• Clear communication is essential for getting
  customers to buy from you and not your
  competitors
• To clearly communicate your marketing message
• Avoid industry jargon and confusing language
• Demonstrate value based differences
• Create a unique selling proposition

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What is a Value Based Difference?

• Answers the question Why should I do business
  with you instead of someone else?
• Offers specific measurable results that your
  competitors dont offer
• Solves problems and needs

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Develop a Unique Selling Proposition

• Identify and promote what you do better then your
  competitors

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2 Existing Customers

• Existing customers are on average five times more
  profitable then new customers!
• Marketing to existing customers is cost effective
  and highly beneficial but is often ignored

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Market to Existing Customers With

• Product Promotion
• Newsletters
• Service Announcements
• Product Introductions
• Thank you (holiday)
• Employee Communication

• Services Promotion
• Sales
• Company Announcements
• Event Invitations
• Press Releases
• Much More!!

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3 Be Original

• Avoid product pictures and descriptions provided
  by manufacturers
• Craft original product descriptions that answer
  the question Why should I buy from you now?
• Take high quality pictures that display your
  products in an attractive way

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4 Shipping Return

• Studies show that shipping and return policies
  are essential considerations for online buyers
• Include shipping prices/times and return policies
  prominently before checkout

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Shipping and Return (cont)

• Consider using low flat-rate and free-shipping
  promotions to attract and convert price sensitive
  shoppers
• Promote use of major carriers
• Allow customer to review order/return status
  (email notifications)

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5 Create Trust

• Give your shoppers a reason to trust your company
• Use website security certificates, BBB logos,
  payment method images and other measures to show
  that you are a trusted business
• Prominently display a telephone contact number on
  your website

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Reasons to Build Trust

• Lack of trust is 1 of the 4 top reasons people do
  not buy
• If they do not trust you, they will not buy from
  you
• Trust building improves conversions an average of
  14

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Ways to Build Trust

• Money-back
• Free trials
• Testimonials
• Case studies

• Privacy policy
• Anti-spam policy
• Terms of use
• Return policy

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Examples of Trust Builders
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6 Use Reviews

• Provide places for reviews, testimonials, and
  comments about your company and products
• Customers respond to product reviews and user
  generated feedback
• Offer a way to compare your products with your
  competitors directly from your site

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7 Avoid Complication

• Carefully review your website and sales process
  from a customer perspective
• Resolve any unanswered questions in the sales
  process including
• Is the process clear and concise?
• Is the shopping cart easy to use?
• Does the payment processing and delivery process
  work?
• Do you offer reasonable customer support options?

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More Tips

• Avoid clutter
• Keep it simple
• Avoid too much inverted font

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8 Use Live Chat

• Using live chat has helped many retailers to see
  conversion rates raise by 15-20 and orders
  increase by 25-30
• Live chat is an inexpensive way to address
  customer concerns and sell more product
• Talking to a live person makes customers feel
  more comfortable about buying from a website

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Compare Live Chat Services

• http//www.livechatcomparison.com/

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9 Multi-Channel Marketing

• Most businesses use only a few methods to
  generate leads
• Smart marketers use all available channels to
  acquire leads
• Prospects are more fragmented

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Channels to Target
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10 Online Tactics for Offline Profits

• Many consumers use the internet to research their
  offline purchases
• Assist their research by
• Including a store locator
• Clearly listing hours of operation
• Showing in-stock availability of products

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Offline Tactics for Online Profits

• Include your website address everywhere
• On business cards
• On the sides of trucks
• In your radio and TV advertisements
• On your answering machine message
• Collect email addresses from everyone and sign
  them up for your monthly newsletter

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4 Things That Kill Online Sales and How to Avoid
Them
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1 Failing to Show Value

• Your marketing doesnt show why customers should
  buy from you instead of the competition
• Show the unique value offered by your company
• Value must be measurable (same day service, 5
  year warranty, free additional product/service)

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2 Paid Search Done Wrong

• Your paid search campaign directs visitors to the
  home page instead of a product specific page
• Use specialized landing pages to direct customers
  to the specific product they are looking for
• A search for Bell Racing Helmets should be
  directed to a specific Bell Racing Helmets
  section. NOT your homepage and NOT all racing
  helmets

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3 All Products Are Not in Online Store

• The product section of your website is out of
  date and does not include all products you offer
  or lists products that are no longer available
• Regularly update your product section with all
  new products and price changes
• Regularly remove all unavailable or out-of-date
  products

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4 Unclear Offers

• Offers are confusing, nonexistent or overwhelming
• All marketing materials should include an easy to
  understand offer and a call to action
• Remove vague or unclear wording
• Avoid making multiple offers

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How to Use Automated Marketing to Increase Sales
and Lower Costs
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Automated Marketing

• Has the highest return on investment of any
  online marketing strategy
• Uses email marketing to engage prospects and
  customers
• Contact your database regularly with messages
  that move prospects further along the buying
  process

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Automate Emails

• Automatically sends emails at preset intervals
• Emails customers with additional offers relating
  to their stage in the buying cycle and profit
  path
• Aweber www.aweber.com

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How Automated Email Works

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Free Consultations

• Put your business card and todays date in the
  special prize box
• Well draw 12 winners and notify them by November
  12
• All winners will also be listed on our blog at
  www.RssRay.com/blog on November 12

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Questions

• Im pleased to answer your questions about
  marketing in a tough economy!

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How to Reach RSS Ray

• Toll Free [phone]
• Fax [phone]
• Local [phone]
• Website www.RssRay.com
• Email Ray_at_RssRay.com
• Address 5530 East Beck Lane,
• Scottsdale, AZ. 85254