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Creating A New Web Site
Posted 27 February 2004 - 11:56 AM
At the moment I'm currently thinking about creating a new web site to promote a company which supplies the following:
- Domestic telephone services
- Mobile phone services
- Internet services
I am effectively a 'member' of this company which allows me to sell their products - in an affiliate-style sense. I never handle the products in question.
The services which they provide are genuinely excellent and will allow customers to make significant savings on the above services.
The USP (unique selling proposition) on these items, in my opinion, are:
- The services allow you to make excellent monetary savings over the standard service providers whilst retaining a high service level and product.
- The billing service - you can sign-up to all of the above and receive only one bill.
The actual company themselves are primarily a telecommunications firm. They do not spend much money on advertising, thus passing on savings to their customers. Most of their promotion is, cleverly, done by their members. However, they have received a good amount of (good) publicity recently and their shares (stocks) are performing well on some stock exchange in London.
The only concern I have is that although the services have a USP, I will not be the unique provider. I would essentially be a supermarket selling an excellent product, the problem being that there are plenty of other supermarkets out there.
Does anyone have any particular experience with marketing such services from a web site? Any hints or tips that will benefit the web site in the long run?
Posted 27 February 2004 - 12:29 PM
In any network, the USP is the person introducing and supporting.
You really are up against it with a product like this, so you are left with two choices, Network OR retail.
Personally I would retail first, then follow up on the networking side. Set about gathering press information, and information that is out there (such as the ofgem site, and oftel) I am a bit up on this as we sold a utility brokerage last year, but it was commercial only ans got in the way of my fun work (I can give you some REALLY good supply company contacts in this field, if you are interested, pm me).
I would suggest you set about presenting the company as a choice of yours, and get away from their sanitised copy.
The sort of people who are going to hit you will be the type that will not warm to being pitched IMO. Dumb down, talk TO them rather than AT them, use real examples, get a couple of REAL people on the site not ad agency images.
Paint yourself as what you are, an individual making money by helping others, a normal man on the street.
That is the only way I could see of setting yourself apart from the crowd.
Then, after you have concluded the sale, and everything has transferred over like the CPS, mpan, mprn etc and the site is live for all services, contact them with a courtesy telephone call (this is a USP, a personal service call from the sales company) and tell them about the earning potential via referrals.
Posted 27 February 2004 - 02:21 PM
Thanks for the information. You are indeed correct when you refer to the pink pig (apologies to non-UK readers who may question our sanity!)
In terms of time spent, I am looking at the web site to make the sales, as opposed to myself. I realise that this will probably result in less overall sales, but to sell in person is considerably more time consuming due to the paperwork.
I would also appreciate any contacts that you may have - a variety of services and providers on the web site can only be good IMO. I will PM you about this in the even that you don't read this thread (editor's note -what's the point of writing this bit then?).
I agree about the sanitised copy. Although they obviously spend time and money on researching the copy, and have resources which I can only dream about, it is sometimes to easy to believe the hype, which may or may not be unfounded. Sometimes with organisation such as these, it can get a little cult-ish so it certainly pays to have a cyncial attitude.
The personal touch - nice idea.
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