What's Stopping Your Website Visitors from Buying?: FAQ Page Lessons from the Encyclopedia Man

When I was eight, the set of shiny red Encyclopedia Britannicas on the shelves in the Robert Gray Elementary School library introduced me to the world beyond the Kress's store on Broadway Street and the pulp mill across the Wishkah bridge. Those days in the library, with the rain pelting the big windows, were never the same after I discovered the encyclopedias. There was volume 8 dash H, with the country of Hungary and its red, white and green flag. And Volume 13 dash M, with names of strange and distant places, like Mor-r-r-O-cco and Minn-ee-A-polis. Man, I wanted a set of my own. As luck would have it, one day that summer, Mr. Huggins, a lisping door-to-door salesman with greasy black hair and the smell of stale cigarettes, showed up on our doorstep. Somehow he managed to squirm his way through the door and before Mama knew it, he was sitting on our tattered green davenport. He opened his dented brown suitcase. Inside, to my amazement, was a perfect set of red Encyclopedia Britannicas, newer looking than even the ones in the Robert Gray library. All 24 books, their shiny spines facing out. I thought I had died and gone to heaven. I looked directly into Mama's eyes, praying for some kind of sign, something to tell me I had the tiniest chance of getting the set of bright red books with the gold embossed letters. Soon after, the rapid-fire ping pong game began: Mama: "I could never afford them." Encyclopedia Man: "They're not as much as you think." Mama: "$399? What do you think we are, filthy rich?" Encyclopedia Man: "We have an easy-to-own purchase plan—for nice people like you. You just pay for one book a month and you can have them all, right now." It was dizzying to watch them. Mama saying why she couldn't possibly buy them and the Encyclopedia Man bouncing back with the perfect answer.  In the end, Mama won, but it wasn't for any lack of effort on Mr. Huggins's part. Your FAQ Page: The Web Version of the Encyclopedia Man The Encyclopedia Man had one advantage as I see it: selling to real people in real time allows you to address each objection that comes from your prospect. But selling on the web is different. In order to find your "1,000 True Fans," you know, the ones who will purchase anything you offer, you must address the objections you can't hear. Because for every prospect who asks a question about your product or service, there are at least ten (often more) who have the same concerns, but keep quiet. Something is keeping them from ordering the product or picking up the phone to hire you. But you don't know what. Depending on the product or service you sell, an FAQ page can be one way to blast through your customer's objections with confidence, just like the Encyclopedia Man. Maybe you are marketing an e-course or a teleseminar or an expensive product where buyer resistance might be high. Try these steps to create—or revise—your FAQ page so it is more focused: 5 Steps to Blasting Through Objections with a Focused FAQ Page 1. Identify your ideal customer or client. I bet you already know her. She loves you, she'll buy anything from you, and she tells all her friends about you. But won't you be excluding people if you just focus on her? Trust me, it's exactly what you want to do. The more traits you identify, the closer you'll get to reaching more customers just like her. 2. Get inside your customer's head. Your prospect has reasons for not wanting to buy. You might have already heard some of these reasons. Though Mama's concerns focused on price, your prospects may have other issues. Put yourself in your ideal customer's shoes and brainstorm every reason she might not want your product or service. This step is important. Don't hold back. 3. Put each objection in question form. Now go back and put the objections into questions. Let's take an example for a consultant who is selling teleseminars. Prospect's question: "What if I can't be there when a teleseminar is scheduled?" 4. Empathize with your client. Using the above example, recognize your prospect's fears. The answer to "What if I can't be there when a teleseminar is scheduled?": Stuff happens. You're moving, your kid has soccer practice, or you have a big meeting with a client. I wouldn't feel like signing up for something I might not be able to be there for, either. But here's the thing: You don't have to be there for the classes. (And go on to explain. You get the idea). 5. Address each objection in a friendly, respectful and honest way. Don't promise your product or service will solve all her problems. It won't. You can even go so far as to recognize that your product or service is not for everyone. This will add tons of credibility and help you find those 1,000 True Fans-your ideal customers. If you listen well, you'll hear new objections, ones you haven't addressed. Keep a list of these and remember to update your FAQ page regularly. Like the Encylopedia Man, you'll have answers your customers are looking for—and you'll help alleviate the fears that may be keeping them from buying your product or service.   2009-10-26T15:37:52Z

2009-10-28T16:57:20Z

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whats-stopping-your-website-visitors-from-buying-faq-page-lessons-from-the-encyclopedia-man

2009-10-28T09:57:01Z

2009-10-28T16:57:20Z

The Encyclopedia Man had an advantage: selling to real people in real time. But selling on the Web is different. Learn how to overcome customer objections with an unstoppable FAQ page.

What's Stopping Your Website Visitors from Buying?: FAQ Page Lessons from the Encyclopedia Man

2009-10-28T16:57:20Z