Nutrition Industry Copywriter Warns B2B Businesses About A Lead-Killing Button On Many Home Pages

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) November 10, 2011 -- FOR IMMEDIATE RELEASE

Rochester, NH – Healthy Marketing Ideas (HMI) www.healthymarketingideas.com today is warning nutrition industry businesses about a lead-killing button many websites have on their home page. In her latest article, HMI owner and nutrition industry copywriter, Sarah Clachar, points out that the Request-A-Quote button featured on many home pages puts B2B businesses in a tough position.

"The problem with the Request-A-Quote button is that it frames the whole lead development conversation around price," points out Clachar. "Instead of focusing your prospects on the larger value of your products and services you end up reducing yourself to a number."

When B2B businesses set this up as the initial way for leads to contact their sales team, it starts the relationship off on the wrong foot. Businesses are reduced to competing only on price. And they lose the opportunity to highlight the value of the services and goods they offer.

"It's not that price isn't an issue," clarifies Clachar, "It's just that you want to put price in the context of all that you offer to a prospect in helping them solve their problem."

Instead of inviting website visitors to contact the sales team for pricing, businesses should invite prospects to initiate contact based on the need for guidance and information. By offering a strategic white paper as an optin offer instead of the Request-A-Quote button, businesses can position themselves as an invaluable resource in solving a business problem.

With a white paper that offers help – like "4 Ways To Make Your Superfruit Product A Success" or "6 Essential Questions You Should Ask In Deciding On A Contract Manufacturer", businesses can focus the conversation with prospects on how they can help them solve a problem. Not how much it will cost them.

Clachar also points out that prospects really want more than a quote as well. "In talking with the sales teams of my clients, I'm always struck by how much prospects lean on sales reps to help them make their decisions."

Purchasing decisions require enormous amounts of information. The person who has to present the proposal to a larger group of decision-makers needs not only pricing and basic data, but also clarity on key considerations that impact the decision.

And with the tough economy, the pressure to have a well thought-out proposal when meeting with colleagues to make a decision is even greater.

The businesses providing the products and services in question are best positioned to help B2B shoppers preemptively look at the challenges and advantages that each option brings.

"Businesses should capitalize on their expertise by positioning themselves as guides for the entire sales process – not just as a source of something to buy," says Clachar. "And a well-crafted white paper can help you do that."

Clachar notes that using this process recently helped one of her clients garner a 20% increase in leads – most of them already pre-sold on her client's contract manufacturing services. She's seen similar results for clients that range from ingredient suppliers to B2C businesses looking to secure distributor partnerships.

For more information on this or to receive a free copy of the report, "How To Turn Your White Papers And Website Into A Recession-Busting Dynamic Duo", please visit http://blog.healthymarketingideas.com/2011/11/how-replacing-one-button-in-your-b2b-websites-home-page-can-make-you-a-superhero-to-your-prospective-clients-and-make-price-less-important-to-them/

Healthy Marketing Ideas http://www.healthymarketingideas.com provides expert copywriting services and marketing strategy to businesses in the nutrition industry. Author of "How To Write Irresistible Copy For Nutritional Supplements", published by Bob Bly, Sarah Clachar writes copy for both B2B and B2C companies, offline and online. To get a copy of her free report, "How To Turn Your White Papers And Website Into A Recession-Busting Dynamic Duo," just go to www.healthymarketingideas.com/b2breport.

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