When you’re working on your marketing materials, you have to think like a buyer. Get yourself into consumer mode, in particular your target audience’s mind.
Business-to-Business (B-to-B) companies forget if they are selling on price, speed or quality. You can’t sell all three and when you are buying, what do you look for?
Companies disregard their own buying habits and think A/E/C (Architecture/Engineering/Construction) is too big to sell online, which is partly true. You will not close a deal because of your website, but you can be asked to bid or short listed (or not asked) based on your website. Your website should reflect the type of work you want to do more off and sell your value.
Potential clients are looking online before calling you and you may not even know it. A recent study by Harvard’s Corporate Executive Board found 57% of the buying decision research is made before the client first contacts you (another great piece of information from SMPS Heartland).
