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How business owners shop a sales page

When you want to sell your services online, you have to consider how business owners shop a sales page. You can’t just throw some information together on a sales page and hope it works – you have to be strategic about what information you include in order to sell to all types of business owners.

There are 5 types of decision makers when it comes to making purchasing decision: the charismatic decision maker, the thinker, the follower, the skeptic, and the controller. How they shop a sales page and what they look for differs from one type to the next.

How different types of business owners shop a sales page

The charismatic decision maker

A charismatic decision maker is easily excited by new things. They make quick purchasing decisions, but can also lose interest quickly.

When a charismatic decision maker browses a sales page, they’re likely to go straight to the price and to see what’s included in everything. They’ll look to see if everything they need is included in the offer, and if it is, they’ll see if the price is within their budget.

The biggest question for them when looking at a sales page is, “Does this seem like a good fit?”

The thinker

The thinker does a lot of research before making purchasing decisions. They read and research extensively about offers, and are usually on of the hardest decision makers to sell to.

When the thinker reaches a sales page, they usually read it from start to finish. They might jot down notes as they go and re-read sections, or even print out sales pages to highlight and take notes throughout. They want to see if the listed price is worth it, and they often purchase on the last day of a sale.

The follower

This type of decision maker trusts their past decision making, or recommendations from trusted sources.

When they get to a sales page, they might skim the page to see if this offer would check the boxes to accomplish the outcomes they’re looking for. They’ll often go to reviews – like from the website or from Google reviews – and will skim the reviews to see if other purchasers have accomplished the outcomes they’re looking for.

The skeptic

The skeptic is highly suspicious of everything on a sales page. They have to establish trust in order to make a purchasing decision, and are the most difficult decision maker to sell to.

When looking at a sales page, this decision maker will usually skip right to the price. Then, they want to see the exact features they’re paying for. If it’s a course, they want to see what lessons and bonus resources are included. If it’s a bundle, they want to know everything that comes in it.

For the skeptic, they care less about testimonials and the benefits or transformations of an offer. The more specific and concrete the information on the sales page, the better.

The controller

Controllers thrive on facts, logic, and analytics. They’re often sensible, detail-oriented, and objective in their purchasing decisions.

When they reach a sales page. controllers might skim it to see if anything peaks their interest as they’re trying to get to the price. They might try to guess the price, so they can decide if the pricing is fair.

The controllers aren’t swayed by overinflated discounts. For example, if a course is advertised as normally $1,000 but it’s on sale for $97, that throws up a red flag for them. Controllers will do the math to see if pricing on a sales page makes sense to them.

How to use this information on your sales page

Before I get to my recommendations for your sales page, here’s a crucial caveat: Just because specific content might not have been mentioned above doesn’t mean it’s not important. Pain points, “ideal state” content, and information on who the offer is for (and isn’t for) is all still really important for setting the scene, helping someone self-identify, and know the offer is for them.

My recommendations for your sales page

Be specific with testimonials

In order to sell to different business owners on your sales page, be specific about what type of business owner you’re featuring in your results or testimonials. Saying “wedding photographer” or “fitness coach for women” is better than saying “business owner.”

Use video testimonials

Video testimonials are a good option that appeal to many decision makers at once, and YouTube videos or podcast episodes would be a great way to execute this. Then, you can include small snippets of the video on your sales page.

List benefits with offer features

Whenever you list the features of your offer, make sure to list pricing as well. Keep it down to 3 or 4 bullet points of what someone is getting, and make sure to include outcomes. So for example, don’t just say “8 hours of video lessons.” Say “8 hours of video lessons that will help you find your ideal client with ease.”

Use gated content

Finally, be sure to include a breakdown of your curriculum or offer for the skeptics. A great way to do this is to embed a form where you collect their name and email to send them a pricing guide with an offer breakdown of everything included.

Want to sell to every type of business owner?

Want to learn how different business owners make purchasing decisions as they read emails, social posts, and testimonials? Check out Episode 10 of Skilled and Fulfilled, so you can sell to every type of business owner.

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