Tuesday, April 9, 2013

Yes, but do you build websites?

On a call with a business prospect a few weeks back, I began to get the feeling they really didn't understand either what they wanted or what myself & my team could offer.

Why? Well here's a rough precis of the conversation I had:

Them: "So why should we hire you?"
Me: "We are a team of digital consultants and delivery experts, who have a wealth of online experience across the creative, user experience, commercial, marketing and technology disciplines".
Them: "So tell me about your recent experience with Internet technology"
Me: "Oh, that's a pretty big topic and I don't know what technology we are talking about yet, so I'll talk conceptually"
Them: "So you don't understand about Internet technologies then?" [some scribbling].
Me: "Yes of course we do... however I don't know the details of your systems so cannot dig into the detail. Would you like me to give you an overview of our systems experience?"
Them: "Oh, I thought you understood about these things" [rapid scribbling]
Me: "Yes... Err, we do. Do you have a specific piece of work in mind?"
Them: "We need to improve our customer journey"
Me: "Great, we can review your key personas and user flows, then identify the major drop-off points to optimise your goals"
Them: "So can you tell me how you would improve our customer journey?"
Me: "Oh, as I said... we'd look at your conversions, acquisition paths, hopefully review your analytics and suggest quick wins as well as longer-term improvements" [a small scribble]
Them: "We've been told that we need to improve the customer journey and that we need a content management system. What you've told me doesn't sound like a Content Management System"
Me: "Err... No, what I've explained is our process to deliver site improvements. We can also deliver a CMS for you, design and develop a multi-channel interactive platform and ensure it is delivered then marketed in the right way to meet your KPI's"
Them: "Yes, but do you build websites?
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