(photo credit: none)
Setting up a Web site for your business is all well
and good, but where do you go from there? According to Josh Guedalia of
Two Tribes (http://www.two-tribes.com/), many businesses go absolutely
nowhere - wasting what could be one of their most lucrative sales
"Many businesses set up a shopping cart on their
sites and leave it at that," he says. "But without the right
positioning, messaging and customer service, many businesses find that
they sell far less on their Web sites than they anticipated. We can
help businesses increase their online sales by building a personalized
plan, based on a process we have developed that we have found to be
It's a lack of properly managing the sales cycle that kills
most online sales efforts, but with the services offered by Two Tribes,
this is the last thing Guedalia's clients have to worry about.
There are many Web site sales-development outfits out there,
but Two Tribes brings some unique skills - and unique benefits - to the
client's table. Most importantly, rather than only looking to increase
traffic to the site, Two Tribes takes a holistic business view of the
Web as a way to drive sales. When working with a client, Two Tribes
will first review the landscape: checking out what their customers are
looking for when they surf to a client's site and whether the site
meets those needs.
Guedalia then surveys his clients' technical and
business infrastructure to examine whether they are capable of handling
Web sales (many business sites aren't, he says) and reviews the methods
they use to attract customers, to make sure they are aiming for the
right ones for their product.
Making sure the product messaging focuses on what people
actually need and want rather than what the product does, is a major
issue for many businesses selling over the Web, Guedalia says.
"We recently worked with a company whose site was
attracting a large amount of traffic but wasn't getting sales," he
says. "After a review of their content and messaging, we discovered
that when people got to the site they got a lot of information about
the many features of the product without seeing how it specifically
Guedalia helped the company reposition its message into
customer-specific solutions, as well as giving the customer the support
and education required during the sales cycle. This resulted in a
significant increase in sales, he says.
Guedalia sees online sales efforts as sort of a "funnel": you
try to nab as many relevant customers as possible to a business site,
then use the various marketing and sales tools at your disposal to
convert them into sales.
It's in this area that Two Tribes excels, he says: "We attract
the customers to a site, then educate them as to the benefits of the
product or service the site is selling, and work closely with them,
both on- and off-line to convert them to paying customers."
All the while, Guedalia and his staff are working with the
client, honing the message and the methods, setting up what is
essentially a customized sales program for each of their clients.
So far, so good - but it's what comes next that is truly innovative.
While building this customized online sales program for clients,
Guedalia does not collect any fees upfront - or even at the end of the
"Our service is performance-based," he says. "We don't start
making money until our client makes sales. We want results as much as
our clients do, and we find this method of working is a win-win
situation for everyone involved."
It would be a gutsy move even during "normal" times; how much
braver, and more difficult, must it be to do business this way during
the ongoing recession, when the small and midsize businesses Two Tribes
seeks to work with are having trouble even keeping their doors open,
because customers are too scared - or broke - to buy.
But recession or not, Guedalia's magic has been having an
effect. "We applied our methodology to a well-known software company
that had a good off-line sales history but had never managed to succeed
at online sales, despite having a Web site and an online sales
infrastructure," he says. "After working with them, we were able to
help them increase their online sales by 300 percent over a six-month
And that during a recession! Guedalia hopes to repeat the same
success with Two Tribes's newest client, Business Financial Planner.
That Guedalia doesn't charge up front means that there are
probably many businesses that would want to use his services; but, of
course, Two Tribes can't work with all comers, due to its own limited
resources. As such, Guedalia can be picky about the company he keeps -
and the companies he works with.
"Our ideal client is one who appreciates the need for change
and is open to new ideas and innovations," he says. "By helping a
client look at their company's online sales efforts using our methods,
we're able to give clients a bird's-eye view on their business, their
competition and the field they're working with in general. By
leveraging that information to the client's advantage, we can hopefully
help them increase sales by a large percentage."
Guedalia has had a long history at Internet startups, so he has a pretty good idea of how Internet sales works.
"Along the way I garnered some ideas about sales and marketing,
especially how to effectively sell on the Web," he says. "It's been my
dream for several years to be able to implement these ideas into
actions, and now I'm able to do that with Two Tribes" - to the benefit
of all his clients.