Okay guys, I’m going to share a story that happened recently here at IQDigital. We’ve been considering outsourcing our sales department or perhaps hiring a consultant, so I’ve been on the hunt for a new sales company.
For the new readers, you may not know this, but I’m a huge fan of Jeffrey Gitomer and Grand Cardone. As it goes, though, they are in the U.S.A…quite far from our offices in Covent Garden, London, unfortunately.
Back to the story: a guy had recently followed me on Twitter, so, naturally, I started investigating. His profile and website held good content, but his web presence and social accounts left a lot to be desired for. They didn’t have that WOW business web presence.
So, instead, I thought that I would prepare a presentation for his company. I wanted to share my insights and suggestions on what, I felt, were glaringly obvious shortcomings of his web presence and how it could be improved. Keep in mind that this offer was complimentary; I was just trying to spread my marketing philosophy and help a fellow company out. Please also remember that I am not a sales guru or an expert in selling, my industry is digital marketing.
Before we get into what happened next, I want to show you what professionalism looks like in the marketing world.
Let’s look, for instance, at Gitomer’s web activity.
Here’s his website:
YouTube Channel full of videos:
Now let’s look at Grant Cardone’s Web Presence:
These are two inspirational guys who really sell sales books and sales consultancy. Their passion comes through in every aspect of their web presence. The problem, I find, is that here in the UK we don’t have people with the passion that these two guys are projecting (or if they do, they certainly don’t show it online). Gitomer and Cardone have created personas for themselves and for their companies that excite their readers and listeners. This means that, even though you don’t know them in person, you, the audience, can immediately understand their business philosophy: you can see that they care about their clients, and you can see that they work with a real zeal and belief in what they sell.
So, let’s return to the story. I contacted this guy, let’s call him…John, via email and phone. After two emails, I received this reply:
I decided to send him the whole presentation so that he could perhaps understand what I was trying to communicate to him.
So that you can visualise what I mean, have a look at the web presence of his company. I want to mention again that their content is very good, but the fonts and user experience is awesome…for a 1998 business.
Main website: no creativity what so ever (except for the text on the header, which I thought was very creative).
And here we have their Twitter account:
They have a blog as well, but I won’t share a screen shot with you. Their content is good, as I keep mentioning, but the fonts are unreadable and the images are lacklustre.
So, who are you inspired to buy from: Gitomer, Grant or John?
I’ll take a wild guess and say that it would be Gitomer or Grant.
So, what I think we can learn from my story is how easy it is for companies to lose money by not having a WOW web presence, by simply not inspiring their audience.
If case you were wondering if I got a response from John after sending him my presentation, then the answer is no. Not even a thank you. So I followed them up asking how he was doing and if he would like to arrange a meeting with me. The response was:
Yeah, no thank you. I don’t mind if people buy from other people, but for goodness sake change your Twitter background to a ready made template design…IT’S FREE. And then the other thing: how can you criticise other people’s email campaigns and web activities when yours is rubbish?
If you’re interested in my ideas, here are some of my tips for a WOW business web presence:
The best reason to stay up late at night is cuz you are so excited about tomorrow. #WhateverItTakes
— Grant Cardone (@GrantCardone) October 29, 2013
- Have a professional social presence (if you don’t have a designer here are some resources: www.twitbacks.com & www.creativebeacon.com/free-twitter-psd-template). But I would highly recommend getting a good social designer to create a custom-made design for you.
- Don’t just ‘do’ a website. Build a unique and creative website. Use the latest technology features ( i.e: HTML5) and work on your website design and development.
- Have a WOW factor in your digital activities.
- Content is king everybody says, but if your user experience and design is bad, nobody will ever read the king.
- Distribute your content via your social media channels.
- Interact frequently with other people online (Twitter, Facebook, LinkedIn).
- Create a Pinterest with interesting infographics or inspiring images.
- Inspire people: be friendly and considerate to the people you interact with. As Kurt Vonnegut puts it,”Goddammit, you’ve got to be kind”.
Business that don’t care about other people will be out of business sooner or later (probably sooner). You have to #GiveOrDie. You have to care about people. If you want to succeed in this business world you have to do #WhateverItTakes, like Grand says.
Now you can choose if your company is a Tesco or a JohnGrocery.
Share your comments below or tweet them to me 🙂