The document discusses reasons for losing sales and identifies that there are ultimately only two reasons - either the opportunity was not a good fit from the beginning, or the customer was "outsold" by a competitor. It argues that many businesses are actually "outsold" by their own website, which fails to properly motivate and engage visitors. An effective website should be designed to solve a specific business problem by providing the right motivators that encourage customers to purchase.

1. Winning Web Visitor
Experience
There are only 2 reasons
why you lose a sale
Thursday, 27 June 13

2. www.linchpinacademy.org
• Not the decision maker.
• Didn’t understand what the customer wanted.
• Customer is already Locked-in.
• Bad fit.
• Competitor-customer relationship is strong.
Not true you say .... there are lots of reasons!!!
Thursday, 27 June 13

3. www.linchpinacademy.org
• No opportunity in the first place.
• Fail to understand their motivation.
• Customer didn’t understand value proposition.
• Budget too small.
• We’re too expensive.
Not true you say .... there are lots of reasons!!!
Thursday, 27 June 13

4. www.linchpinacademy.org
• No reference for that type of customer.
• Approval by stakeholder.
• The customer just doesn’t get it even though they need it.
• The competitor wrote the RFP! (Request For Proposal)
• We don’t have function X.
Not true you say .... there are lots of reasons!!!
Thursday, 27 June 13

5. www.linchpinacademy.org
When you dig deeper, the truth is
there are just 2 reasons
Thursday, 27 June 13

6. www.linchpinacademy.org
REASON ONE: You should not
have been there in the first place
Thursday, 27 June 13

7. www.linchpinacademy.org
Getting out there
and batting more
don’t help when
there isn’t a deal to
be had in the first
place.
Thursday, 27 June 13

8. www.linchpinacademy.org
REASON TWO: You were outsold
Thursday, 27 June 13

9. www.linchpinacademy.org
Customer
You Competitor
Relationship
We focus on this but
we are not outsold
by our customer!
We forget about these
Thursday, 27 June 13

10. www.linchpinacademy.org
WHEN •••• you were outsold
is more revealing than how.
• • • • • • •• • • • •
Your sales timeline
Thursday, 27 June 13

11. www.linchpinacademy.org
If you are a small business,
more often than not, you
were outsold here
• • • • • • •
Right at the start !!
Thursday, 27 June 13

12. www.linchpinacademy.org
You are outsold from the start .
Not by your competitors , but by the •••••
Thursday, 27 June 13

13. www.linchpinacademy.org
A nation can survive its fools, and even the ambitious.
But it cannot survive treason from within. An enemy
at the gates is less formidable, for he is known and he
carries his banners openly. But the TRAITOR moves
among those WITHIN THE GATE freely. The traitor
WORKS SECRETLY and unknown in the night TO
UNDERMINE the pillars of a city.
“
Marcus Tullius Cicero
Roman Statesman, 45 B.C.
Thursday, 27 June 13

14. www.linchpinacademy.org
This is your
TRAITOR or the
Enemy Within
YOUR
WEBSITE
Thursday, 27 June 13

15. www.linchpinacademy.org
All roads lead
to your ‘GATE’
YOUR
WEBSITE
Thursday, 27 June 13

16. www.linchpinacademy.org
This is why your
website is a
traitor and
betrays
you.
Thursday, 27 June 13

17. www.linchpinacademy.org
The LACK OF
THESE on your
website
DE-MOTIVATES
your visitors
Thursday, 27 June 13

18. www.linchpinacademy.org
Their
PRESENCE
DON’T
MOTIVATE
your visitors
However••••
Thursday, 27 June 13

19. www.linchpinacademy.org
There’s a subtle Difference between Motivators
and De-motivators (hygiene factors)
Thursday, 27 June 13

20. www.linchpinacademy.org
THIS is what
motivates your
visitors to buy
Thursday, 27 June 13

21. www.linchpinacademy.org
When is a web design not a design?
Thursday, 27 June 13

22. www.linchpinacademy.org
When it doesn’t solve a problem!
Thursday, 27 June 13

23. www.linchpinacademy.org
Design isn’t just about
what it looks like
and feels like.
“
Design is how it
works and performs.
Thursday, 27 June 13

24. www.linchpinacademy.org
Great design works
beautifully and efficiently in
SOLVING A PROBLEM
Thursday, 27 June 13

25. www.linchpinacademy.org
What was the PRIMARY
BUSINESS PROBLEM your
website was suppose to solve?
Thursday, 27 June 13

26. www.linchpinacademy.org
+
SOLVE A
PROBLEM
If your website only
does this, then you
don’t have a
DESIGNED website
=
Web
Design
Thursday, 27 June 13

27. Download our
free eBook
49 questions
for a cost effective
User Experience make-over
www.linchpinacademy.org
Thursday, 27 June 13