Page 13 - Duct Tape Marketing

xixTable of Contents

Is E-Commerce Right for Your Business? .................................................260
E-commerce green lights/yellow lights ...........................................260
Selling online using auction sites ....................................................261

Establishing Your Online Identity ............................................................262
Driving Traffic to Your Site .........................................................................264

How search engines and directories work ....................................264
Registering your site for online searches .......................................265
Optimizing your site for search engines ........................................266
Promoting your site ..........................................................................267
Building links to your site ................................................................268
Evaluating Your Online Activity ................................................................270
Advertising Online ......................................................................................270
Banner ads .........................................................................................270
AdWords advertising program .........................................................271

Part V: Winning and Keeping Customers ....................273

Chapter 17: Making the Sale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .275

Converting Prospects to Customers .........................................................276
Moving prospects to the buying decision ......................................276
Prospect conversion guidelines ......................................................277

Winning at Sales .........................................................................................279
Selling redefined ................................................................................280
Preparing for the task .......................................................................280
Establishing contact ..........................................................................281
Presenting your product ..................................................................283

Closing the Deal ...........................................................................................285
Buying signals ....................................................................................286
Asking for the order ..........................................................................286
Make buying easy ..............................................................................287

Chapter 18: Enhancing Customer Service . . . . . . . . . . . . . . . . . . . . . .289

The Fundamentals of Customer Service ..................................................289
The Service Cycle ........................................................................................290

Improving your service ....................................................................291
Benchmarking your customer service performance ....................293
Cultivating “best customers” ...........................................................294
Keeping good customers ..................................................................296
Eliminating service indifference ......................................................296
Nurturing Concerns and Complaints ........................................................297
Why customers don’t complain ......................................................298
Encouraging input .............................................................................298
Reading unstated customer clues to dissatisfaction ....................298
Handling complaints .........................................................................299