It seems simple enough: After reviewing their web site for the first time, a prospect contacts a supplier and wants to order something. (As all the marketers shout Halleluiah!) Before we get too excited, let's stop and examine this scenario in more detail.
The company's web site obviously did a good enough job of attracting the attention of a potential buyer, despite being difficult to find, poorly designed, confusing to navigate, loaded with superfluous hype and "fat'" and having no built-in, automatic purchasing or response mechanisms. Furthermore, the site directs prospects to exit and manually send an email to the firm if they desire to make a purchase.
Kudos to the firm for at least having a web presence, but unfortunately, that strategy is not enough. Where is their customer service, their marketing sense, their salesmanship? How in the world can they expect success from such a poorly designed web site, especially when it is their sole presence in the market? How do they expect to sell their products?
To further complicate this disastrous scenario, this prospect contacted the company as directed and has yet to receive a response. Did you hear that? The prospect wants to buy yet the salesperson is not paying attention!
Whether it’s a poor web site, lack of presence in the field, a lack of marketing efforts or simply not listening, salespeople (and small companies) are missing the boat and losing sales by not paying attention and responding to customers in a timely manner. Customers will certainly perceive this as a lack of interest and will surely and quickly take their business elsewhere.
Remember… A prospect is not yet a customer until she buys something!
Is your customer trying to buy something from you right now? Are you listening and making it easy for her to do so? If not, what are you planning to do about it? If not right now, when?