Consultative selling is combining products and services to craft solutions that meet a customerís needs. In the web development industry, this means doing more than simply building a website for your client; itís providing the services needed to ensure that it succeeds.
One of the primary problems that web developers face is selling to customers who arenít used to paying very much for their websites. In many cases, a company pays just a few dollars per month for hosting and rarely makes updates, so convincing them to pay more money can be a challenge.
They know they need an upgrade, but often donít realize what it really costs to build and maintain an effective, professional site. When theyíre quoted a price, they view it as a prohibitive expense.
In our many yearsí experience working with website development companies, weíve found a number of common traits that the most successful share. One such trait is that theyíre specialists in one or several vertical markets.
Vertical marketing mean selecting a specific market and establishing your company within it. Selling to every type of business can work for some companies, but itís often easier to grow rapidly by focusing on a single vertical for a number of reasons.
Whatís a commodity market? Itís one where competition is based solely on price, in which the end-user doesnít care about where the product came from because there is little to distinguish one from another; if youíre buying soybeans by the ton or spools of copper wiring, it doesnít really matter who your supplier is, assuming the product meets an acceptable standard of quality.
If youíre part of a website development company, youíve probably been through this experience at least once: while putting the finishing touches on a clientís website you get a call from the client saying that the site looks broken. You ask a few questions and realize theyíre using a browser thatís a decade old.
People use antiquated browsers for many reasons, but in many cases theyíre either comfortable with their browser of choice and donít want to change, or they simply donít know that a newer version is available.