Twenty-some years in business has taught me alot. Here is a nutshell version of a few things that float to the top.
1. Perceived value is more important than price. How many times have you chosen the mid range or most expensive product on the shelf over its lower priced neighbor? I've done it, too. At issue is perceived value vs. price. If I think a product has more benefits, beauty, or blast than the lower priced version, I'll buy it. It's the same with your professional service. Price is definitely not everything. Think value when you are putting together your packages.
2. Features tell, benefits sell. Web columns that are jampacked with text from margin to margin with features all about you are, well.... how can I put this nicely..... boring. No one wants to read all about you or all about the intricacies of XYZ widget. What they do want to read is what you or XYZ widget will do for them. Think benefits.
3. Being memorable is, well, memorable. Don't be afraid to be yourself, to show your colors, to stand out from the crowd a little. Find your voice and use it. Check out these examples, www.myemma.com, www.moxiedesignstudios.com.
4. Online is a very public place. Keep your pricelists, business processes, and other intellectual capital off the main thoroughfare and out of reach.
5. Most people just want to be heard. Listening can be your most effective sales tool. I'm much more likely to do business with someone who understands me, as complex as that may be. Ask lots of questions. Then listen. Let me know how it works for you.
