We’ve been working through a conversation about answering questions and how doing so transparently can lead to better results.

Here’s what we’ve learned so far:

Today we’ll try to tie it all together and talk specifics. But first, a definition. One of the definitions that Webster’s has for “transparent” is “free from pretense or deceit.”

Remember that as we work through the conversation…

You may remember that we talked about Marcus Sheridan the last time we spoke. Marcus is a guy who used these concepts to save, then exponentially grow, his business, River Pools and Spas.

Marcus believes, as I do, that there are at least five questions you should provide an answer for somewhere on your website. The five questions are:

  • How much your product costs;
  • Problems or issues with your product;
  • Comparisons vs your competitor;
  • Reviews of competitors/products, and;
  • What is the best?

I get it. Some of you are screaming at me as you read this. But  let me ask you a question. When you are on the other side of the equation, playing the consumer, aren’t these the exact things that you want to know before making a purchasing decision? And what happens if a potential supplier doesn’t supply a legitimate answer to each of these questions?

Like it or not, potential new door and window customers are asking these questions. If their first impression is that you won’t answer their questions during their research, you may never get a chance to answer them in person.

So, how do you answer them, but not “give away the store”?

Think about the cost/price question. Can you give someone, right now, the price for one window in a home that you’ve never been to? Of course not. “It depends” is an answer that meets the transparency test…as long as you share many of the things that “it depends” on. (Hint: From an SEO standpoint, it is way easier to rank for “cost of windows in Atlanta” than “windows in Atlanta.”)

How about the problems or issues with your product? Surely you’re not advocating me bringing up an objection are you, Joe? Of course not. As an old in-home sales guy myself, I know better than to bring up objections that may or may not even come up. Unfortunately, if there is a general knock on the type of product that you sell, say vinyl vs. fiberglass windows, you best be prepared to handle this online.

Maybe the best way to deal with this is to turn a positive into a negative. For example, there is a general knowledge that, by definition, a replacement window will result in less glass area. What if your product is designed to maximize glass area? You can bring up the negative but talk about how your product is engineered to combat that issue.

When you do comparisons with a competitor, I always recommend a high-level approach that stays away from calling someone out by name, but maybe refers to some way that people might recognize them, say a marketing gimmick or TV campaign.

Same thing with reviews of competitor’s products or services. If you’re selling a high-end, premium product, you might share something one of your customers has said about dealing with a low-advertised price.

We all want the best of something, even if we’re not always willing to pay for the best. A smart home improvement owner will make sure there are articles on their sites referring to the “best replacement windows,” “best entry doors,” “best window installers,” etc. If you’re perceived as the “best,” you’ll increase the potential of a face-to-face. (Hint: Making sure these articles are more educational than sales-y will increase the level of trust that potential customer might have in your company.)

Provide answers to these five questions, and as many other commonly asked questions as you can, and you’ll increase your website traffic, consumer trust, and just maybe get more “belly to belly” opportunities.

Leave a Reply

Your email address will not be published. Required fields are marked *