While some people love technology and are wooed by gizmos galore, the average business owner is much more practical. They aren’t going to plunk down money on a website if they already have one. Even if you explain that what they have is a static website, they’ll not understand the difference between that and one with dynamic content. For that reason, you’ll have to put it into business terms. What’s the return on investment (ROI) for that site? How many customers are they attracting? Not how many visitors, but how many customers? Ask them if they know who is visiting. Do they have a way to capture email addresses? Are they doing any email campaigns or relying on people to buy from an electronic cart without promotions?

There are a ton of ways that you can sell the benefits of a dynamic site: it brings in more customers and should be the start of a basic sales funnel.


Every time a business owner prints a coupon, there is an expense associated with that marketing effort. Printing costs can eat into an advertising budget quickly and may not have a good return on the investment. What if you – 8 – told your prospective customer that you knew of a way to save him/her almost all of his/her printing costs on coupons that he/she sends out to customers and still advertises successfully? Wouldn’t he/she be interested? Of course! That’s because the benefit of saving money on printing costs is understandable versus buying online coupons. He/She may not understand how implementing online coupons can work with an offline model or how that benefits him/her directly.

Sell the benefit first to get him/her to understand and then show him/her how it’s done when he/she buys the package or your consulting services.

If you divulge too much about how you are helping him/her before he/she buys, odds are that he’ll/she’ll shop around for the best price for that service or try to implement it without you.