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06 Dec 06

The GROK's REALLY Brief History of Sales

www.grokdotcom.com/briefhistoryofsales.htm - Preview

5 step sales process emotion relationships respect selling

The
next phase of online
sales history is going to belong to those who grasp and
correctly apply the concept of what might be called a digital
salesperson: a website that performs all the functions
an expert human salesperson would in the real world, is
able to guide the prospect through all five steps of a
professional sale, acknowledges how different people want
to be sold and can adapt to those needs.
Successful
selling is human-centered - people meeting the needs
of people based on a series of steps understood, either
explicitly or implicitly, by all participants.
1 more annotations...
- the Internet does not change the fact that people do want
  to be sold (in a positive way), that buying is
  fundamentally an emotional decision, and that to be
  successful, sales must stay in touch with its
  human-centered roots regardless of the medium.

Will they trust you with their privacy?

www.grokdotcom.com/trustprivacy.htm - Preview

don't force your customers to fill in
oodles of info about themselves in the first place. The
more you ask for, the more they get nervous
have a clear privacy
policy, display a brief version it prominently on your
home page, provide a link to a fuller disclosure if
one is necessary (written in human-speak, not
lawyer-speak), have great customer service both to explain
the policy and to support the heck out of it, and stick
to it as if your life depended on it (it does).
1 more annotations...
- Unfortunately, 64% of
  online customers surveyed don't think websites are
  trustworthy enough to follow even posted privacy
  practices, and that includes not passing along their user
  information to third parties¹.

10 Nov 06

Communicating Perceptual Reality

www.clickz.com/showPage.html - Preview

communication marketing perception persuasion psychology respect

The onus is on the marketers. Will they spend time identifying elements that are most relevant to the visitor at each step and in each phase of the buying process; evaluate how perceptual realities translate into a Web site's information architecture; and create, with benefit of clear, ordered analytic thought, the frameworks that best support these perceptions? Or will they continue to guess?
Marketing is a profession drawing on many disciplines, especially soft sciences. To excel, a marketer must study all of them.
4 more annotations...
- Communication always breaks down when there is a fundamental disrespect for how the other party communicates. It's true business people think of technology folks as geeks with substandard grooming habits. Tech types typically consider business colleagues uneducated, sloppy-thinking, ill-prepared poseurs.
- People are only interested in what they find relevant. Intellectually, we understand everyone finds different things interesting, is attracted to and repelled by different people, and behaves differently.
- Reality is always binary. It's right or wrong, white or black, true or false. Understanding reality is based on following rules.
  
  Perception permits a spectrum of meaning and interpretation. It thrives in the realm of ambiguity. Understanding perception is based on understanding principles.
- Perception and reality are rarely the same, nor do they have equal value. When it comes to increasing conversion rates, perception is a far more critical piece of the picture than reality. Which do you think is more important to your visitors: the 128-bit encryption you use or the feeling of security you create on your site?

28 Oct 06

The Payoff of Planning Persuasive Architecture

www.clickz.com/showPage.html - Preview

development methodology planning prototyping respect scenarios storyboarding wireframing

Using it. No matter how good the methodology, it's worthless if it's not used. Apply methodology to the smallest projects, even if it's not necessary. It's good practice for projects that will need it.
Focusing on people. For group acceptance of a methodology, understanding cognitive psychology and communications theory is critical. Focus on individual team members' roles. The methodology must initiate with an understanding of the people involved and their goals and objectives. This facilitates meeting both end-user needs and business objectives.
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- Being flexible. Methodology must be flexible enough to deal in principles, not absolute rules. It must accomplish the same results regardless of size and scope of a project.
- Successful methodology requires:
- Optimization is where a development project comes full circle. Technically, the site works. That's the point of acceptance test hurdles. Now, test how visitors use the site. By tying in the site's objectives (defined in the uncovery phase) and viewing the persuasive architecture's results in visitor scenarios (created during wireframing), you can determine using Web analytics how close intent is to what actually occurs. Then, follow a disciplined strategy based on measurement, testing, and re-evaluation to get closer to meeting objectives and to improve results of every page not meeting its responsibility.
- If you fail to provide every detail, the developer makes choices for you. If the prototype is complete, there's no guesswork. He'll do what he does best: code.
- Every hour spent planning a project saves roughly three in coding and development.
- Lay out these scenarios, then use them to complete the front end of the development process (no coding yet). No prototype is complete until it accomplishes all client-identified scenarios, and does so in a way the user of each scenario agrees with in an "acceptance test." At the point where both client and development team agree prototyping is complete, freeze the prototype. No other changes can be made (in this version). A final set of acceptance tests are then defined.
- Rapidly go through the uncovery, wireframe, and storyboard processes. Cycle through successive iterations to arrive at a finished prototype. The prototype's appearance is identical to the application to avoid that costly project killer, "scope creep."
- Features are not a site's value. Value lies in a customer's ability to complete the tasks described in scenarios they find relevant. If your team recognizes the difference, they'll strive to create a site that enables users to complete actions they (and you) want them to take.