Question

Topic: Strategy

"we Don't Need A Web Site"

Posted by Anonymous on 2/25/2004 at 9:40 AM ET 125 Points
Okay, got a client who's business is Financial Advising and Mortgage brokering. They claim they do not require any more business (is there such a thing?) but are half interested in providing content to their existing clients to try and cut their workload.

My question is how do you market the obvious need for all company's to have a web presence to a client claiming not to require any new business?

Many thanks in advance,

Simon
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  • Posted by Blaine Wilkerson on 2/25/2004 at 10:57 AM Member
    I think that ignorance and fear of the technology is the main barrier. I have experienced this MANY times. Talk about a headache.

    It becomes especially difficult with businesses run by seniors and blue collar folks who are used to the traditional "old school" or "good ole boy" methods of doing business. They usually watch too much news about all the scams and how the Internet is not what it used to be etc. in combination with "expert" spouses, friends and neighbors who tell them they know a guy who knows a guy who paid for a site and it was a waste.

    The key to getting through to these people is explaining what you just mentioned...the FACTS. Be firm, but professional in telling them they are simply wrong (in your own words of course). You won't always get through to everyone, but presenting the facts and perhaps comparing the internet to a form of media they are familiar with or trust like "It's the new T.V. of advertising", or "It's like having 100 stores nationwide all in one spot...imagine all the business you can potentially recieve by reaching out to the masses rather than staying in your backyard". Not to mention all the automation a website can provide so he CAN take on new business and focus on what he does best.

    I've actually used those phrases or variations of to convince people. Again, some are just downright stubborn and very guarded since most small businesses are not started by "businesmen or marketers", rather they are regular folks with an idea or a degree. Explain the facts, and use comparitve analogies based on their social status. That is what I do.

    Good Luck!
  • Posted by Markitek on 2/25/2004 at 11:12 AM Member
    Well, Simon, I was all set to give you my considered thoughtful experienced opinion on this--but Michele beat me to it. Listen to her.

    If you have expressed your bewilderment to your client about their not wanting new business or a web site, I would advise (having been there myself a few times on other issues) that you do some research and come back to the client and let them know you've come to understand and appreciate their position. (Clients like it when consultants come and admit to learning something from them.)

    Otherwise, at least potentially, you establish a relationship where the client doesn't think you understand their business.
  • Posted on 2/25/2004 at 11:23 PM Accepted
    OH MY G@D
    Buy these cool glasses at SpoonMan.com

    The answer is starring you right in the face.

    They want to cut their workload. Their clients are calling them all day long asking them questions about this and that. They don't have time for new customers.

    They need to have a self-administered Frequently Asked Questions website, so they can refer their existing customers to the website to find answers, thereby reducing their unproductive time answering repeat questions over and over again.

    They need to be able to post new FAQs with answers as easily as sending an email.

    That's the first phase. The second phase they can add canned content relating to the financial planning industry. If you don't know already, there are a number of services that publish generic newsletters and content for these vertical industries (insurance, accounting, financial planning, etc). The third phase they can go after new clients with all the time you save them.

    Did I spell refer wrong? I wonder why...
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