Archive for the ‘Insights’ Category

Sales and the Art of Leadership

Thursday, March 17th, 2011

– by David Jones

David C. Jones is Managing Partner, Altus Alliance, located in Seattle.

Altus Alliance Sales and Leadership Slot Canyon
Leadership is a critical element of any expedition, any venture, any startup, but too often the real value of leadership is lost in a hierarchy. This post will offer foundational pillars to lead in a more complete, holistic style that develops a balanced and effective leader.

I recall a story about a NASA space shuttle crew in training with the National Outdoor Leadership School (NOLS). Not surprisingly, the group was flush with natural leaders, all of which were fully capable of assuming a designated leadership role. They were training as a team in a remote slot canyon in Utah, a geography specifically selected to place this team in an environment that none of them were familiar with. The experience was new to all of them.

They rotated the Designated Leader (a term we’ll explore later in the post) role each day. On just the second day of their 10 day trip during the ascent of a slot canyon they came upon a steep dry waterfall that they would either have to climb, or turn around and abandon the ascent. Slot canyons are deep, narrow canyons cut by flash-floods – like you may have seen in the recent movie 127 Hours – and they are no simple hike/climb.

Assessing risk and making the right calls are critical to safety and success. In this situation, if they decided to go forward, they would have to climb down into the water-filled hole at the base of the waterfall cut and form a human ladder to ascend, not knowing what lay ahead. The crew commander, and the designated leader that day, felt the prudent choice was to turn around. He did not want to risk injury or worse, prior to the shuttle launch. But he polled the group and found that most wanted to push on.

This was a tense moment since there had been much passionate discussion and he was clearly in the minority. But like his shuttle mission, this was not necessarily a democracy. The tension broke when he deliberately walked into the pool to form the base of the ladder, and committed to move forward.

Leadership should run deep and broad, but is much more than a bunch of highly confident individuals, all trying to call the shots. In other words, a good leader has the ability to change leadership types as the situation demands.

Highly functional organizations recognize that leadership must run deep, regardless of whether it is a sales organization, a climbing expedition, or a space shuttle crew. In this post, we are going to explore how the VP of Sales is “the Leader” of sales and therefore fully responsible for that part of the organization.

While it is the VP may be ultimately responsible for the resulting contribution of the sales organization, it is misguided to think that leadership can or should come exclusively from the VP of Sales.

NOLS outlines 4 pillars of leadership that define the roles within a fully functional team and 7 elements of leadership that define the characteristics found in any good leader. Taken together they can provide a clear picture of a fully functional team – particularly in a startup environment – and a framework for achieving above and beyond expectations. The four pillars include: Designated Leader, Active Followership, Peer Leadership, Self Leadership.

Designated Leadership: This is the classic definition where one person leads the company, or organization.  In typical startups and small companies, you need the ability to collaborate, to get more ideas, but then a decision is needed. A good designated leader will embody all four of these pillars and be wise enough to know when to move into another leadership type or style.

Active Followership: This means throwing yourself 100% into what the group has decided, after processing, seeking clarity, and making a logical decision yourself. It is showing support, acknowledging the group, the strength of the collective. I consider this one of the more important pillars for a startup and its leadership to focus on.

Peer Leadership: In peer leadership, each person sees what needs to be done and does it without a hierarchy. People exhibiting this pillar, this trait, demonstrate by example. Peer leadership works better when members clarify who is responsible for what.

Self-Leadership: This pillar is often illustrated by the self-motivated person. The person who has the “natural” virtues of leadership. A person with self-leadership skills and talent is often one by virtue of who they are and how they influence others, not by the position they hold. They will step up in almost any circumstance, not necessarily to overtly lead, but by their comments, ideas, and actions, people will naturally follow them to get the job done.

Let’s head back to that slot canyon in Utah briefly. Everyone on the NASA team knew at the moment the designated leader stepped into the water that they were developing into a strong, fully functioning team. They knew then that they would be successful ascending the slot canyon – and ultimately on the space shuttle flight.

The Designated Leader had the self-awareness to recognize the situation, clearly and objectively assess the best course of action even though it was not his own selected path, and proactively take on the role of Active Follower, thereby solidifying the dynamic of the team and the future success of their space shuttle mission.

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About NOLS and Dave Jones:

NOLS is the world leader in teaching wilderness leadership skills. Besides their core clientele of aspiring guides and outdoor educators, NOLS teaches Navy Midshipman, Wharton Business School students, and NASA Astronauts.

Dave has completed NOLS’ 30 day mountaineering course in the Wind Rivers mountain range in Wyoming, participated in subsequent NOLS trips and seminars, been a member of the NOLS Advisory Council for 10 years, and served as the co-chair for the Advisory Council for 2 years.  Dave believes in the organization and that the lessons are directly applicable to the high risk of an entrepreneurial startup.  Email Dave.

Resources:  Sales Leadership: http://www.buzzle.com/editorials/6-4-2006-98250.asp

5 steps to better relations (and results) between sales & marketing

Monday, December 21st, 2009

Guest post by Matt Heinz, Heinz Marketing [Altus has teamed with Matt's firm for their expertise in Lead Generation and Social Media in tandem with our Sales Process Optimization and Business Development Traction practices]

Too often, sales & marketing blame each other for a lack of results. The leads aren’t good. Sales doesn’t follow up. The excuses go on and on.

If this sounds familiar for your organization, there are things you can start doing right away to mend fences and start on a path towards not only better relations, but far better revenue results.

Call a sales & marketing summit, and don’t let anyone leave the room until the following five things are agreed upon:

Common Lead Definitions:
What, exactly, is a qualified lead? What are its characteristics? Get as detailed as you need to be, but make sure both sales & marketing agree on that definition. That way, when leads are delivered to sales, they at minimum meet the basic criteria you’ve both agreed on to make them worth the sales team’s time for follow-up.

Initial Response Time:
If the leads are good (and meet the minimum qualified definition), you need a “service agreement” for how quickly those leads will get their first response. If the lead is waiting for something (a white paper, for instance) response time should likely be no longer than 24 business hours. In other cases, 48 hours may be acceptable. Decide what’s right for your organization and customer, get sales management’s buy-in, communicate it clearly to the sales team, and put in place reporting tools to make it super-easy to track this on a daily basis (and send both you and the sales rep alerts when leads fall outside of the service agreement).

Lead Follow-up Steps & Channels:
How many times should a lead be attempted before the sales rep gives up and moves on? Should all of those attempts be via phone, or should there be a mix of other channels — email, social media channels, in-person, etc.? If you don’t reach agreement on this critical process, every sales rep will have his or her own idea of what’s right. Some will call once, leave a message, and consider the lead dead. Others will call the poor prospect 20 times. Create a standard with sales not only to ensure leads are thoroughly vetted, but also to ensure sales is moving on to fresher opportunities if there’s nobody at home.

Clear Lead Stages: A lead comes in. The rep starts to attempt a call back. They reach the lead and determine it’s a good prospect, or long-term prospect, or just not qualified. How do they report this information to you? What lead stages have you set up in your lead management or CRM system to not only make it easy and clear how you want sales to categorize their working leads, but also to report to management progress & quality of leads (not to mention improve your lead generation ROI performance moving forward)? Don’t go overboard – 15 lead stages gets way too complicated – but 4-6 stages is reasonable and actionable for most sales environments.

Handing Leads Back to Marketing:
According to MarketingSherpa and others, the vast majority of leads generated by B2B organizations in particularly will buy – just not right now. Those leads (once they’re identified as such) need to be passed back to marketing for active nurturing. Make sure there’s a clear process for sales to do just that – ideally with the click of a button.

All businesses should think of themselves as publishers

Wednesday, December 2nd, 2009

The presentation embedded below is the keynote presentation given by Altus Alliance partner, Dave Chase, at the Join the Conversation event earlier this year.

The presentation was given at the Join the Conversation event in May 2009. All businesses are essentially publishers these days. As both a longtime marketing executive and a publisher, Chase shares his experience as a publisher to these new “publishers”. Included in the presentation are topics heretofore thought of as a publisher’s responsibility but have parallels for businesses of all sizes in their marketing. These include the following:
* Editorial planning
* Breaking News
* Syndication
* Content as marketing
* Metrics & Analytics

This shows how a marketer thinking like a publisher can cost effectively communicate with their community.

Ten Laws for SaaS Sales & Marketing Success

Tuesday, November 17th, 2009

Altus partner Dave Chase collaborated with Matt Heinz to produce a complement to the oft-cited Bessemer Top 10 Laws for being “SaaS-y” that was recently updated (see link below). The introduction is pasted below.  For the entire article, go to Sandhill.com’s site that has the full Ten Laws for SaaS Sales & Marketing Success.

Last week, Byron Deeter and his colleagues at Bessemer Venture Partners wrote a terrific piece entitled “Bessemer’s Top 10 Laws for Cloud Computing and SaaS. “ The article laid out why it is critical for SaaS-based businesses to abandon many of the long-held tenets of historic software business models and adhere to a new set of laws. Where Deeter did a nice job of laying out “why” managing a Cloud/SaaS software business must be done differently, we have created a set of ten laws to explain “how” to succeed at SaaS Sales and Marketing.

Our SaaS Sales and Marketing Laws are based on success stories that span many sectors – from higher education to online advertising to HR solutions to energy efficiency to vertical markets, such as the dental industry. Our experience implementing these ten laws at dozens of companies has been a consistent 50 percent-or-greater reduction of customer acquisition costs combined with a dramatic increase in revenues.

One great example of the laws in action involved a SaaS company that had an expensive field sales model. Over the course of six months, the field sales force was replaced by an inside sales team and a structured sales process was put in place. The result: A 16-fold increase in Contracted Monthly Recurring Revenues. The combination of lowering costs and increasing revenues led the company to achieving its first profits. It went from a $400,000-per month loss to its current status as one of the high fliers of the Seattle tech scene with a very bright future.

As Mark Leslie of Veritas fame stated in his seminal “Sales Learning Curve” paper in the Harvard Business Review, the risk for technology startups has shifted from technology execution to go-to-market strategy. Sales and Marketing is one of the pivotal aspects of go-to-market strategies. Leslie’s Sales Learning Curve principles permeate the philosophy of the laws outlined below and leads to a much lower sales burn than what is typically experienced.

Click to see the full Ten Laws for SaaS Sales & Marketing Success article.

4 Reasons NOT to listen to the siren song of the Channel too early

Tuesday, September 8th, 2009

Over the last 10 years at Altus, and for many before that, we have seen, or sometimes (unfortunately) been a part of, many misguided efforts to prematurely develop an alternate or indirect sales channel. Entrepreneurs often mistake a channel partner for an armed and ready sales force. Or they are simply in a rush to become a global company before testing and validating the product and sales process in their own backyard.  And in these tough economic times in particular, the compulsion to grow a channel and the factors the effect their success are even more prominent.  Here are the top 4 reasons why I’ve seen premature efforts at developing channels fail.

1.  The Product is not Proven

We worked with one client with a cleaver advertising technology. Early in the initial launch cycle, an opportunity popped up with what could have been a large and strategic partner in taking our product to market.  With very little field results and nothing more than blind faith in the development, we jumped on the opportunity and quickly secured a large and joint customer.

Unfortunately, the product failed to deliver as promised which resulted in a black eye with the end customer and more importantly with the goose that was to lay the golden eggs. The simple truth was that the product wasn’t ready; it hadn’t been rigorously tested either in house or with smaller beta clients.

2.  Lack of Demand

To this day we still get sucked into the trap of beefing up forecasts too high based on the belief that the new market leading channel partner is going to add our widget to their line-up.  More often than not, unless you are the ones feeding the demand (or there are performance guarantees), the partner will likely come up short of your expectations.  The relationship gets strained right out of the gate and the certain success is a big question mark.

The safer assumption is that channels are good for fulfillment, not for demand. Don’t expect your partner to market your product and drive demand.  If it happens, great…just don’t sign them up, check the box as mission complete and move on to the next market or territory.  They may sell it, but they likely aren’t dependent on its success—at least not the way you are. The ideal scenario is you spur the demand and then you channel (pun intended) that demand to your partner, even if you could satisfy it on your own. This way you get your partner started down the right road, give them some experience selling your product, and pave the way for a mutually beneficial relationship. Do not get lured into the trap of selling partnerships instead of customers.

3.  Lack of Sales Tools

We had one client in the Telco space where the CEO was a master at the pitch and demo and was a high-odds closer.  Following a few big wins, they believed it was time to bring on a channel.  However, again the expectations were not met, in this case because the partners did not have the CEO’s talent and experience.  Even more than the company’s own sales team, channel partners are hugely dependent on easy and effective sales tools to close deals.  Unfortunately, most of the time a misalignment occurs in which the company expects the partner to have the tools and skill required and the partner on the other hand expects them to be supplied.  Often more problematic is when the partner does not even ask and the result is an ill-equipped channel team that simply does not deliver.  Have you armed your partner with the tools—an ROI calculator, case studies, PowerPoint’s, demos, white papers, brochures, one-sheets, etc? Have you given them a proven process with proven tools? “Just get people on the phone and talk to them” may have worked for you, but that is not a scalable recipe for channel success.

4.  Lack of Sales Support

Last but not least—do you have dedicated resources to support the channel? One Altus client, a media entertainment company, successfully recruited a number of data partners that were logical and complementary to their offering.  But beyond the initial sales training there were no resources dedicated to supporting them. The results were again a shortfall of expected and planned revenues largely because the follow-up to questions and overall availability of sales and technical support was too slow.  To be effective and meet those forecasts you should have the same level  (if not greater) of customer-experienced support all fully available and prioritized to be responsive and proactive. Ideally there is a period of mentoring and team selling that both helps see how the process is done effectively and builds a strong rapport between the teams created.

So perhaps the adage, ‘Be careful what you wish for’ is a good one to keep in mind as you think about channel expansion. I’ve seen companies desperately wish for a channel partner and then get it, only to find that they weren’t ready. They didn’t have a ready product, or the necessary demand, or the tools and processes and people needed to support their partner. The result is often worse than a failed customer because of the broader reach.  What looked like a boon can sometimes be a bane.

3 Lies Businesses Tell Themselves About Being Market Driven

Monday, August 3rd, 2009

We’ve worked with over 60 early-stage companies over the past decade to provide our Market Driven Baseline (MDB) services, helping companies to truly understand the market for their product or service, including the key players in the sales process, and to tweak their value proposition accordingly. In the course of working with these companies, as well as observing others, we’ve noticed the 3 most common ways in which businesses fool themselves into thinking they are market-driven.

1. We are solving a real problem
Just because you have a cool idea or a gadget that makes something easier doesn’t mean you are solving a problem. This is especially important in this down economy as the focus has shifted from the “nice-to-do’s” to the “must-do’s”. Gone are the days when the budget allowed for nifty enhancements of existing tools. Unless you are addressing some aching problem in the market with clear and quantifiable ROI, you will soon be relegated to the dot-com dustbin alongside such businesses as mylackey.com, which essentially offered a “nice-to-do” solution to a problem you could deal with on your own for little extra effort.

2. We know who our customers are
This is perhaps the biggest one. When people tell us they know who their customers are, we say “Great!” Our next question is: Have you interviewed your employees, your competitors, your customers, your competitive wins and losses, and iterated on your solution several times? Generally, they haven’t, and they don’t fully know the:
-  motivations behind the purchase
-  how those motivations are affected by customer and employee perceptions
-  competitive offerings and their effect on the value proposition
-  key decision makers, economic buyers, and influencers
-  attributes of a “perfect customer”
-  common or likely reservations to a purchase

One chronic problem is the tendency to overstate your market, and not understand the difference between TAM and SAM. One client targeted the SMB market. Their vision was to become the hub for all small- and medium-sized business product and service sales. Unfortunately, this is a large, diverse, and unwieldy target market. The key decision maker for the purchase of office supplies is likely different from the key decision maker for facilities management. A value proposition may resonate with one and not the other. On the flip side, instead of picking too large of a segment that could be difficult to defend, some companies pick too small of a niche or the wrong segment altogether. We all know we need to, but few of us take the appropriate time to systematically and methodically research our market and our value within it—a critical step to laying the foundation for a successful company.

3. We understand the sales process.
Nothing is more upsetting than watching a salesperson waste precious time courting the wrong person. So many times we have seen the key decision maker be identified and wooed only to watch the economic buyer or the chief influencer kill the sale. Decisions are rarely made by a single, autonomous person; rather they are made by several people, sometimes even a committee. Therefore, the most important thing for a young company to learn is the decision-making environment inside of their client companies. We’ve talked about the need for the right people in the right roles (see ‘Hunters and Farmers’ and ‘Renaissance and Coin-operated’), but first you must understand what role you need to play, and to whom. Recently, I watched as a company spent most of its sales resources courting the VP of Sales (successfully, too) only to watch as the CFO, holding the purse strings, and the founder, with his personal allegiances, scuttle the deal. Before you think you can sell a software package to HR, make sure it’s not really the IT department that has the say.

Building a house without laying a foundation is dangerous and misguided; so too is building a company without thoroughly understanding the market. These are both enormous investments of time and money, and they both deserve the kind of systematic, methodical approach that can minimize risk and maximize the likelihood of success. It is cheaper in the short run not to have to lay that foundation, but don’t expect the house to last long.

The Right Hire for Early Stage Sales

Friday, July 10th, 2009

Sales is an odd function in early stage companies.  The traditional salesperson is tasked with presenting the company story in front of as many prospects as possible.  If those prospects are not responsive, move on to the next.  The best salespeople get fewer no’s and cycle faster.  In a start up, the situation is different and the role even more critical.  Generating revenue is still paramount and product pitching is the daily focus;  but now the cash from those sales becomes the immediate and essential life-blood of the company.   Beyond revenue, Sales often carries the additional responsibility of ensuring customer satisfaction, accumulating market feedback, acquiring competitive intelligence, defining product requirements, assessing vertical and channel strategies, and being a key influencer in the company’s morale and momentum.  However, many startup leaders still hire their initial sales team based on the traditional sales profile and the desired quota performance with little consideration for these elements.

Mark Leslie, founder of Veritas and currently professor at Stanford, calls the traditional class of salesman “coin-operated”, suggesting they are great at execution and tenaciously drive a consistent and proven process.  But in order to perform they require tools, infrastructure, and support that simply do not exist in a startup.  The result is missed forecasts and high turnover in the position.

One client with a SaaS offering approached Altus out of board pressure due to lower than expected sales.  What we found was two Quota Club Kings as regional reps; they were in the field and miles away from the product with limited support.  The repair was a few months of assessing the best sales process, identifying the target customer, and bringing in two inside reps matching a profile more consistent with a product manager–to listen, learn and share their experiences internally.  Now with a closer connection to the right customer, the closing ratio and sales cycle improved.

Another scenario we find in early stage sales is the under-hire, where precious cash has been allocated outside of sales and the plan is a junior rep / CEO tag team. This model creates the opposite challenge with relatively junior people trying to find, qualify, and manage prospects for the CEO to close.  Now you have a lack of experience, no process, no tools and often an incomplete product representing your company in the marketplace.  These recruits tend to thrash, driving more activity than results just to create an impression of productivity.   The result again is a weak qualified pipeline, missed targets, and often “bad revenue”—a customer willing to listen but who is ultimately not a good match to the product.  Now you have product development thrashing too.

We saw an example of this with an online offering looking for key partnerships and distribution.  Here the lower cost junior rep was able to build a large list of companies and activities that were not strategic or prioritized and the CEO was not able to support the volume while managing his other duties.  The repair was a senior part-time business development profile that could identify and close much bigger transactions with far bigger players.

Many leaders and boards believe ‘sales is sales’.  The perception is that a good sales person will always be good regardless of when or where you drop them.   While sometimes true, it is certainly not the case in the early stages of a company.  The profile of the best sales people for early stage is what we (and Leslie) refer to as Renaissance Salesperson.  The Renaissance rep is one who is more driven intellectually than financially.  He wants to learn and therefore asks questions and listens to what customers, and ideally markets, truly want and need. He evolves to what resonates with buyers and adapts quickly from one call to the next.  He likes to share his findings with the company and help to shape and evolve the product while it is still in its infancy. Most importantly, he is resourceful and can inform and persuade prospects with little infrastructure, support or materials.  He is challenged, intrigued, and motivated rather than frustrated and demanding more resources.

We recommend early stage companies begin their sales with this renaissance profile, and in small numbers, until a replicable model starts to take shape.  It is critical at this stage for the company to learn and adapt quickly and understand that results do not come quickly or easily with a sales group versed only in mature products and markets. This is the time to build the system that will henceforth guide the company’s sales (and perhaps marketing) strategy.

Once you can see the beginnings of a repeatable and scalable model you can now shape the sales organization into a high-yielding machine.  And just as sales people are not all created equal, neither is the makeup of a sales organizational model.   There are many different structures that can be implemented to maximize the cost, speed, and efficiency of sales, i.e.:
Inside / outside
Qualify / close
First sale / growth sale
Volume / relationship based
Direct/channel

Consequently these different models require different profiles of salespeople in order to be successful.  Failure to clearly understand and define the role will again translate into a bad hire, turnover, and loss of momentum and profits.

This recommendation is often hard for CEOs to accept because they need more revenue and rapid adoption and therefore bigger investments in sales. Most companies we begin working with tend to build to an immediate sales model based on their experience or council from established and successful companies in which they used to work and to which they aspire to return. However, just as a company evolves and matures its development cycle through prototypes, so too do sales strategies and tactics.

Although counterintuitive, the fastest path to the greatest revenue is to begin slowly with fewer salespeople until you feel a foundation capable of building on. They will burn far less money and create an environment where traditional sales will succeed.

Didn’t we learn anything from the childhood Tortoise and Hare story?

Chase keynoting “Joining the Conversation”

Friday, May 22nd, 2009

Altus partner, Dave Chase, will be the featured keynote speaker at the “Joining the Conversation” event in Memphis on May 28. The Memphis Daily News interviewed Chase in advance of his speech.

Chase will speak about how all businesses are essentially publishers these days. As both a longtime marketing executive and a publisher, he’ll lend his experience as a publisher to these new “publishers”. Included in his speech will be topics heretofore thought of as a publisher’s responsibility but have parallels for businesses of all sizes in their marketing. These include the following:

  • Editorial planning
  • Breaking News
  • Syndication
  • Content as marketing
  • Metrics & Analytics

He’ll wrap up highlighting the opportunities in what Jeff Jarvis calls The Great Restructuring.  He’ll highlight businesses that have taken advantage of past economic downturns and built some of America’s most successful companies.

Website Conversion – Making your Website Work for You

Wednesday, May 13th, 2009

This is the first in a series of Internet Marketing whitepapers drawn from my 15 years of doing marketing on the Internet. I start with the most common shortcoming I’ve seen with small company websites – i.e., the lack of focus on converting “lookers into bookers” on company websites. Instead many companies focus on getting traffic but don’t turn those into lasting relationships.

The goal is to capture the essence as there’s nearly infinite information on every topic. This is part of a larger endeavor to capture the intellectual property of Altus Alliance. In addition, these how-to’s have been a collaborative effort with Matt Heinz of Heinz Marketing. Matt worked for me early in his career and remains one of the best team members I have ever worked with. He’s the kind of professional I like working with. He doesn’t have a PhD…he has a GSD (Gets Stuff Done). All of the topics we cover assume the tight resources of a startup business as opposed to having a large, specialized marketing team. No fluff in these papers.

For a copy of the whitepaper, please fill out the form below. Below the form is the introduction to the whitepaper.

Introduction

Most organizations spend more time and money promoting their websites than they do optimizing existing conversion rates of visitors to their site. Because increasing website conversion is one of the most effective ways to increase profitability at the visitor level, knowing how to measure and improve conversion is vital to success with Internet marketing. This is one of the longest sections due to its importance.

Conversion defined: Conversion rates are distinct measurements that determine how many of your prospects take your preferred action step. Typically, micro-conversions (for instance, reading different pages on your site, or signing up for a newsletter) lead to your main conversion step (making a purchase, or contacting you for more information).

The most common thing we hear from businesses when they are disappointed with their web marketing is something along the lines of “I got people to my website but the campaign just didn’t work”. Let’s draw an analogy with a real world experience. Imagine you had someone helping your business by getting people to step inside your store who expressed an interest in your product. You would think that that person did their job as long as they got people who were relevant to your business to step inside your store. That’s where your job as the business owner begins. Imagine if that shopper who stepped inside wasn’t greeted by anyone, couldn’t find where your merchandise was located, found old merchandise after roaming around, couldn’t find where to check out and when they finally crossed paths with someone all they did was they wanted to talk about how great their store was rather than find out what the shoppers needs were. This is the real world equivalent of the experience visitors to many websites have. It’s no wonder that results for many business websites are abysmal with this kind of experience.

Who is responsible for that shopper’s experience – the person helping get people inside your store or you? Successful businesses that have been around awhile intuitively know the experience they want their customers to have in their real world interactions whether they are an insurance agent or a retailer. They need to pay as much attention to the website experience or they are wasting a lot of money on their marketing and website and missing out on countless opportunities. One business we worked with had a website for five years that didn’t have a big impact on their business. Applying a few of the tips outlined below, they increased sales from their site 129% from March 2008 to March 2009 — a time when most saw big declines in their business.

A website that serves your business should also serve your site visitor and should be like a good butler — butlers anticipate needs and work silently, as a good website should. Unfortunately, most websites aren’t designed with conversion in mind and thus there are missed opportunities whether people find your website independently or you sent them there via your efforts in your place of business or via your advertising.

Remember that once the visitor is at your website, your goal is to convert her — to turn her into a buyer or a lead. In most cases, the conversion you should focus on isn’t an instant sale. The most common activity for website visitors is to do research before they make a purchase online or offline (in local businesses serving local customers, 80% or more of the purchases will take place offline). Thus, you shouldn’t have the expectation that every visit will turn into a sale. If that’s all you design your website around and measure your success against, you’ll be missing out on lots of future opportunity. As mentioned in the Email Newsletter chapter, email marketing to your permission-based list is consistently the highest ROI marketing tactic there is.

Of course, if someone is ready to transact you don’t want any barriers in their way. At the same time, it would be well advised to put 80% of your focus on driving a conversion that is a lower commitment on the part of the visitor. Highlighted below are several ideas that would provide an incentive for a visitor to give you information about themselves. By collecting their email and other relevant information, this opens up a communications channel that will be vital to your success.

Seattle Startup Buzz blog launched

Saturday, March 28th, 2009

Altus Alliance partner, Dave Chase, was selected to be a blogger on the Seattle P-I covering the startup scene in the region. Here is how the blog is described.

Seattle Startup Buzz is for and about the startups and trends impacting new ventures in Seattle, Washington State and the Northwest. The truth is that economic growth and recovery in the Northwest will be driven one new venture at a time. Tell us about your new venture and why it will impact the Northwest.

Those posts that we believe are relevant to our constituents will be linked to from here.  If you want to add the Feed to your RSS reader, My Yahoo, Pluck, etc.  go to the Seattle Startup Buzz RSS feed page.

One of Chase’s first posts was about the Seattle P-I’s path to profitability as a pure play online site. Ten Mistakes the PI should avoid on a Path to Online Profitability. Go over there and add your thoughts on this post or if you have newsworthy information for the Seattle Startup scene, drop Chase a line at dchase (at) [altusalliance] – dot (com).