Whats the key success factor in web selling?
• A. As in any other selling, it’s Trust. For long-term repeat sales, it’s Being Predictable. People don’t buy from people they don’t trust. Being predictable is the core success formula for franchising — by and large, McDonald’s is McDonald’s in any city — people have a pretty good idea what they will get — life is predictable without nasty surprises. Internet selling is different from any other selling. Here’s why: relative anonymity (click away, nobody cares), short attention span (what else is out there?), resistance to internet scams (fear of being victim of some fraud scheme), and basic technical ineptness of people (people aren’t that techno savvy and some 70% of shopping carts are abandoned). You want to create immediate rapport and trust. You want to be interesting enough so they will stay on your site, and you may want to simplify the process of buying to one-two click process with a shopping cart video to reduce buyer remorse.
