Referral
Business
If you are a service related business, then referrals, will always be your major source of new business. Any Web designer or Search Engine Optimizing company (SEO) who tells you differently, are, probably, trying to deceive you.
This is one of the main reasons, therefore, why most businesses do not bother with a Website. As we discussed in the previous sections, a Website, is viewed as another from of advertising, so why spend more money when you do not have to. Although, by now, you will be beginning to understand a websites real worth, we will give some examples, of how a Website can help referral business.
What's In A Name?
Most people would agree, the majority of referrals tend to be verbal. A person is having a discussion with a friend over a drink, perhaps, and one of them is having a problem with their Accountant, so, a recommendation is made by one to the other.
Since telephone details were not readily available, it was agreed, for one to contact the other with details the next day. As it turns out, the request was forgotten and a week passed before contact details were exchanged. In that time, the other person had made their own arrangements and, therefore, no follow up was required.
Web Addresses Are Memorable
The point of the above example, is that, if the Accountant had a Website, the chances are, the name of the Website would have been remembered (they usually are), in which case, contact with the Accountant would, more likely, have been made.
The question the business owner who relies on referrals has to ask themselves is, how much referral business are they loosing, because of situations similar to the above?
The Selling Time
When a referral contacts you on the telephone, it is no guarantee, the business is won. Some selling still has to be done. However, when put on the spot, it can be quite difficult to describe your business and explain to the visitor, why you are different and why, therefore, they should use you.
Although, you may be able to handle the call expertly, how long did the call take and was enough information given to progress the enquiry. Perhaps, you were caught on the "hop" and fluffed your lines in places. Perhaps, more information was required?
Although, Websites will never win you orders (except in the case of on-line shops) on their own accord, they, greatly, reduce the time needed to sell your business on the telephone. Possible sales issues can be anticipated in advance and addressed by the Website. All printed information is available immediately, speeding up the negotiation process.
All this is achieved in a consistent and professional manner, twenty four hours a day, seven days a week, 52 weeks a year.
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