This book is for any manager or executive looking for the right way to sell to customers online. Author Ken Burke -- Founder, President, and CEO of leading e-commerce developer Multimedia Live -- presents the Intelligent Selling(tm) strategies and techniques his company uses to help catalogers, retailers, direct marketers, and manufacturers improve customer relations and increase sales by:
* Increasing conversion rates
* Increasing average order size and frequency of purchase
* Improving customer loyalty and retention
* Reducing abandoned cart rates
* Decreasing customer service costs
* And improving the overall customer experience.
Burke provides innumerable hints and tips based on lessons he and his company learned in the real world of online marketing. He covers everything from effective merchandising, to improving the way your customers respond to you, to refining the way your website interacts with your other business channels. This is not just theory; what you read here has been proven to work on hundreds of successful e-commerce websites.
Intelligent Selling: The Art & Science of Selling Online describes the philosophical foundations of Multimedia LiveÂ’s Web development techniques and strategies. Intelligent Selling does not require a specific technology, consultant, or Web developer. Rather, it is a way of looking at the entire Web presence, learning how to embrace your customerÂ’s interests and needs, and choosing the techniques that will allow you to reach out to them most effectively. Thus, this book is an exposition of the thought processes that guide Multimedia Live as it creates a clientÂ’s Web presence and ties it in with their overall business goals. The philosophy of Intelligent Selling has driven everything Multimedia Live has done over the last several years, and has brought great success to its clients.
Because every website will undergo constant evolution, this book was conscientiously created as a resource full of hints and tips that you can use to build upon, improve, and expand your Web presence once it has launched. If you are just starting your first e-commerce endeavor, it lays the groundwork for getting it right the first time through tried-and-true methodologies worked out by one of the most effective e-commerce developers to be found.
Ken starts the book with the core premise of Intelligent Selling: that the purpose of your e-commerce website should be to build a good relationship with your customers so they choose to buy from you. The development of the all-important customer relationship is emphasized throughout. It is the driving force behind your personalization efforts, your merchandising strategies, the way your website interacts with your other business channels, and the way you execute your e-mail initiatives. Every chapter methodically illustrates how these and other vital aspects of Intelligent Selling can be implemented.
Everybody wins when e-commerce works like it should; the customerÂ’s needs are fulfilled, they have a good shopping experience, and you make more sales. The ideas you will find here will help you optimize all selling opportunities, create a stellar customer experience, and rapidly analyze and deploy change in a constant cycle of customer attraction, conversion, and retention. Intelligent Selling: The Art & Science of Selling Online is your guidebook to building a good relationship with your customers so they choose to buy from you in an environment where the competition is only a click away.
