In addition to goals, Bernick’s also came to us with a handful of sales objections. They thought:
- Their sales staff was already reaching out to every possible opportunity
- Their current market was saturated
- Their competitors’ customers would never switch to Bernick’s
And while they had plenty of evidence and experience to support these beliefs, we had a strong feeling that a fresh approach and an intentional, well-designed website could overcome them. And because this is still a numbers game, we set a monthly goal of 25 SQLs generated via their website, and we got to work.
In the simplest terms, we turned Bernick’s website into a magnet. We dug in and got to know who Bernick’s was, how they wanted to represent themselves to the world, and who their ideal customers were. From there, we created content backed by research that spoke directly to the needs and problems prospective customers experience. We developed a set of standards for representing the Bernick’s brand (which are still in use to this day).
We optimized existing content, developed strategies for sharing it, and began managing their social media accounts. Throughout every step, we always kept an eye on analytics and a focus on continuous improvement. Then, we created a pathway for their website visitors to become customers. We engaged their prospects with landing pages, calls-to-action, downloadable offers, and personalized emails and workflows. Each engagement worked to move website visitors closer toward wanting to become a Bernick’s customer - and it worked.
Each of those sales objections Bernick’s had when we started our partnership fell to the wayside. There was plenty of opportunity in what they thought of as a saturated market. There were customers that their current sales staff hadn’t reached out to, and the customers of their competitors were willing to switch. They just needed access to the right experience and a nudge in the right direction.