array(1) { [0]=> string(0) "" } Idea #6 –

Idea #6 –

by Byron on January 9, 2012

The Problem

One common objection from consumers goes something like this, “This X thing sounds like a good option, but what about Y?  I read about Y recently and it features that X doesn’t seem to have.  Plus, they were talking on TV about how good Y is… “

If you can’t immediately answer the Y objection, you can’t sell X.  She will always want to know about Y, never fully able to commit to your X.

The Business

A website that lists every single option with a list of features and notes.  The visitor comes to the site.  The first question you have to get a real answer to is “Does She Want It?”  She gets walked through a quiz to get to that answer.

If she wants it, the first thing she sees on the screen is every single option.  Figure out a way to display every single option.  It will almost certainly be overwhelming.  The type/images/logos/etc will likely be VERY small.  Just when she is about to be too overwhelmed, fade that out and put the beginning of the “Which one do you want?” quiz.

Once she tells you what features she wants, give a recommendation and start the conversational sale in some fashion.  But let her know that every single option is still available and that you know enough to know why every option is good or not good.

If you sell for a living, whether you realize it or not, you are already doing this, to some degree.  You need to know your product’s features and the features of competing products.  If you sell multiple competing products, this holds especially true.


It’s just a website.  And a ton of product specific knowledge.  Very doable.  User Interface will be absolutely vital to the website’s success.

My Thoughts

Before you go thinking I’ve mailed it in already in the second week, realize I was intentionally vague.  And I know there are plenty of websites out there doing something like this.  This website could apply to MANY different products.  You could literally do 252 different products this type of website could apply to.

This selling process is the beauty of the Internet.  A consumer feels entitled to as much knowledge as possible.  As well they should.  It’s their money.  The Internet enables comparison.

Once upon a time, sales were made because of timing, and place, and relationship, and first impressions, and a bunch of other shit that isn’t spelled p.r.o.d.u.c.t.  Sales will always, to some degree, be made on intangibles.  But sales are increasingly being made on product.

OK, if you need a specific example, I’ll give it to you.  A perfect example.  Long-term care insurance.  There are enough options for it to be overwhelming.  There are a limited enough number of options for you to be able to wrap your head around it and put it on a website.  The initial question of whether she wants it is relevant and answerable.  It leads to a relationship based sale.

If you are a good long-term care salesperson – the kind that sells more than just one company’s products – you have this website in your head already.  It is just a matter of putting it out there and using it to demonstrate your expertise.


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