The operating metrics that the Business-to-business website must meet before it is sold

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People often add me qq asked me: "Xuejiang, why my sales staff to sell the site's members and advertising services, not sell it?" Many were hung up on the phone, and in the end, most of the salespeople left. "Most of them think their salespeople are not strong, and they want to find more sales people to sell," he said. I asked them to send me a website to see, and then ask some of their site's operating indicators, the results found not their ability to sell the problem, but their site has problems, after all, bricks. The nature of the problem, or they have to achieve the initial site operation needs to reach a clear understanding of the basic indicators, did not understand the nature of the site products and traditional products, at each stage of the site operation should be the main task did not have a clear understanding of the blind recruitment of sales personnel caused. In order to answer the question of some people, I have summed up the business of business-to-business websites before they start selling, based on years of actual combat experience and research.

1 Select the industry and model, planning and construction of a good website, accounting for only about 30% of the site products, and traditional products are different

Traditional products, such as a shirt, a piece of equipment, from the initial market research, research and development, production, to trial, commissioning completed, you can formally to the market, the product completed more than 90%. Sales team can start recruiting, and start trial sales, or in the local area sales, mature can be pushed to the country. Later, as long as the market feedback, further improvement can not affect the Prophase product sales.

and business-to-business websites, from the previous selection of a certain market volume, not too big competition in the industry, to the later major mode selection, planning, design, development, testing, to the final website opened, just completed the site 30% of the product, if the site construction is relatively poor, actually only completed the product of about 10%, Can't start selling at all. Website opened, but also need to enter the content, but also to ensure the continuous updating of content, but also to promote, so that the number of visitors, registered users, to achieve a certain index, the product is finished 90%. In the course of business, every day to improve and improve the site design, development, to have a special art and programmers, not a good site is finished, on the contrary, the vast majority of the site construction work is done in the process of operation, the site to improve daily.

Analysis of the factors involved in the successful operation of the website, a business-to-business site early construction, perhaps 10% not yet, there are 90% of the work, is based on the user's analysis and research on the site's continuous improvement, improve, do a good job of content, the best promotion, improve the site's access, the number of registered users, improve sales and renewals amount. Many people do not understand, often think that the site is well built, he can start recruiting sales to make money, a lot of people who want to outsource the construction of the website (I do not agree to outsource the construction of the website, you can see my article: "Business-to-business Web site construction is not suitable for outsourcing, don't be Fooled"), is to report such ideas, The business of Business-to-business Web site to think too simple, in fact, this industry is also a certain threshold, although not much investment. Only once successful, basically do not have too many risks, the strong will be more and more strong, especially to do the industry first, you can have more stable income and profits, because do business-to-business industry website, is to do a media, a platform, a brand.

2 do a good job of the site content, original more, update a large number of Baidu, is a part of the site products, accounting for about 30%

Business-to-business Web site, is a platform, is a media, from the search engine optimization point of view, as well as from the media properties, business-to-business Business website is: content for the king, whether it is industry information, industry knowledge, or business opportunity content, 20% of the original (including editorial release and user release) is the lowest minimum standards, If the model is established well, the human allow, more than 50% of the original is the ideal. The breakdown of the business-to-business industry site for each level of the column, the number of days to continue to update at least 10, this is the minimum requirements, not to achieve this update, do not become a separate column, to two-level column processing more appropriate. Baidu stability included the lowest number can not be less than 10,000, this is also the minimum requirements.

Do a good job of content, improve the number of Baidu, and website platform construction, is the most basic, create a website content, also can only account for the entire website product construction 30%, not to say that the site content done, Baidu included high, the site on the product completed.

3 site Minimum Daily 1000 people visit, about 20% of the same, is a part of the site products, accounting for 20%

Site construction, site content, is the most basic part, next to promote, so that more people to visit the site, access to information, access to industry knowledge, through the continuous promotion, so that the number of Web site visits, generally not less than 1000UV, and a certain number of repeat customers, The average number of UV per day can not be less than 20%, assuming that today there are 1000UV, which should have more than 200uv belong to the old users. I said in the "business-to-business industry portal to promote the actual practice cheats", business-to-business industry site repeat customers to more than 30%, only to show that the site is more popular, viscous relatively high, otherwise the continuous access to new users, the constant loss of old users, traffic can never increase how much, this is actually a matter of content and site construction level.

Have a certain amount of visits and repeat customers, also can only account for 20% of the product, this part only reflects the popularity of one of the site, for the business-to-business industry site, and can not fully explain the quality of the site products.

4 site has a real, stable registered users, a certain amount of information released, is a part of the website products, accounting for 20%

For business-to-business Web sites, whether it is the business Opportunity column or community column, are highly interactive, otherwise it became web1.0 mode, editing their own fun, without the soul of the business-to-business industry site. To encourage each user registration, interaction, communication is a business-to-business site planners, operators must implement the core concept. So in the measurement of a business-to-business website product quality, interactivity occupies a large proportion, this report believes that at least 20%. General requirements before the start of sales every day at least 5 of the Enterprise user registration (edit their own to register, the total of not less than 10), about 50% of enterprises willing to publish business opportunity information. A Web site with a technology community that has at least 10 users registered and publishes 10 messages a day. I in the "Business-to-business Industry portal Planning Combat Research Report" in detail, at the beginning of the planning stage of the site, we should encourage users to register, encourage users to publish information, encourage users to communicate. This is done for three purposes:

First: Only users use your website, free release of the company and product information, can be more profound understanding of the site in order to obtain a certain effect, the site has a certain degree of recognition.

Second: After the user registers, will leave the contact method, the sale only then has the high quality target customer source, through the telephone sale, the success probability is higher, just like in the first paragraph said, when starts the time if the strange telephone, is hangs the telephone the probability to be too high.

Finally: The site has a real registered users, we can feel that this site is really someone to use, his peers, competitors, customers are in the real use of this site, increased the recognition of the site, will really give money to the site.

From the above three points can be seen, the real user registration, publishing information has a very important role.

1.5 only in a certain period of time to completely create a Web site products to start trial sales, official sales

The above 4 chapters explain all the factors that should be included in the site's products, but to start selling, you also have the following 3 conditions:

A has given 50-100 fee members, dozens of advertisers, good case, to attract the target customer cooperation.

B has made a good membership service and advertising service introduction topics, and to access the user multi-channel, all-round recommendations.

C has a number of targeted customers to actively consult, and have a strong intention to purchase.

All the indicators completed, plus the above 3 work done, if this time from the site construction start calculation (website construction 3-4 months), may be 8 months or so (the completion of operational indicators 4-5 months), if a detour, may be to 1 years, to do a psychological preparation, can not be anxious.

After reading this article, there may be some doubt, why I can not side of the operating side of the sale? How much do you want to sell first, so long-term input, collect points back good! For the following reasons:

A because when a customer chooses to advertise or affiliate on a website, he needs to know the amount of traffic and content of the site, otherwise they will think that advertising has no effect, do members, no charge customers to see the content, the site does not have their customers, but also let users feel his peers, competitors, customers, All use this website, only then may pay us, these process realization, all need certain time and the process.

B need a potential target customer source, now the phone sales have been the call to harass the customer's company to do rotten, than as a company of different employees, on the same day to call a business owner, make them annoying. If your site is not well-known, the person answering the phone does not know your site, the probability of being hung up is likely to reach more than 80%. Website just opened, it is impossible to have visibility, the phone sales just started, the basic choice of the site's registered users to call, so there will be a certain degree of success probability. If your site just opened, it is impossible to have a lot of real registered users, the need for a certain amount of time to accumulate, in order to reach several, dozens of of the real registered enterprise users every day.

For the above two reasons, it's good to answer the questions of the consultant at the beginning of this article, it is these 2 reasons that his members and ads are not sold, the sales staff were hung up on the phone. Of course, you may say my sales compare cow, can cheat a count one, then you can try, if the founder is to do sales, can try to sell their own to know, do not rule out the possibility of selling out tens of thousands of or even more than 100,000, but that is only a case, the odds are very few.

This article original author: Xuejiang, welcome the Exchange guidance consultation, the Exchange qq:1580658565.