MailChimp uses the number of its customers to build credibility. In addition, the site offers a free trial.
c. Complex sales
Complex sales require an investment from both the buyer and the seller.
These transactions typically take months if not longer to complete. In most cases, the conversion does not happen online.
More complex sales demand a sales team, either for field sales or in-house sales.
The website, in this case, plays a significant role in supporting the buying process. Over 75% of executives start complex sales process by conducting an online search. For these types of sales, the website:
- Increases your company credibility.
- Increases your offer credibility.
- Provides case studies showing previous
- Provides webinars and other learning tools to support the prospect in making the purchase decision.
- Compares your solution to other competitors/alternatives.
Since conversion for complex sales takes place online, your website plays a central role as a lead generation for the sales team. The site should capture the emails of the visitors and get them started in the sales funnel.
Let’s take Digital Marketer’s website as an example, since they cover most of the points above, and the fact that one of the things they teach is how to generate leads for complex sales.
The first thing you see on their website is a catchy invite to join their community, meanwhile establishing their credibility with the number of members that have joined.
And of course, a clear form and CTA that states “Get Your Invitation” to establish a sense of exclusivity.
Then they provide two methods, based on the size and type of company, to help the prospect learn more and support their decision making:
Just by experiencing what the website has to offer, visitors are automatically pushed through the sales funnel. By the time a rep gets in touch, they would have a clear idea of what to expect and what they’re gaining.