Small Business Scenarios

 Wednesday, July 7, 2021

To help you answer clients’ questions, we cover a few scenarios you might encounter when discussing e-commerce with clients and small businesses.

“I don’t really know anything about e-commerce.”

● Keep it simple and start with a basic idea of how taking their business online could help them grow. The goal is to help them see what e-commerce can mean to them, without them getting overwhelmed. For example:

○ A local bakery starting an online store means they don’t have to be on the phone manually taking orders throughout the    day.
○ An artist whose travel has been restricted due to the pandemic can showcase their work and host showings via their online store.

● Don’t overwhelm them with the technical details yet, get them to see e-commerce as their
best next step. Ask questions that highlight some of their current business pain points and
how an online store can help.
“E-commerce seems difficult, it’s not worth figuring out how to do it.”
● If they say it’s too hard - reassure them of your expertise and how this e-commerce platform
is the easiest to set up and manage.
● If they say it won’t work for their business - remind them that the pandemic pushed
consumers to shop online and the majority of shoppers will stay online.
● Talk about the ease of use: no developer needed, simple setup wizard, access to mobile
store management, central dashboard, automatic inventory and order sync.
● Set up a demo store or offer a quick live demo, so they see how easy it is to navigate the
control panel.
“I know a little about e-commerce, but my business is doing fine without it.”
● Their business might have survived this long without it, but e-commerce only continues to
grow. The goal is to shift their perspective long-term, and get them to see what selling online
can do for them. It will position them to reach more people where they’re shopping..
● It doesn’t take an expert to know e-commerce has seen huge growth in 2020. Use examples
of how e-commerce giants and small businesses alike saw 5-10 years of growth in one year.
● Here is where you can talk about the technical ease and features. Mention:
○ How quickly they can get set up and selling, and to take advantage of the current
e-commerce growth.
○ How an online store connects them to marketplaces and marketing tools that will not
just grow their sales but grow each area of their business.
○ How automating their online business allows them to invest time and energy into
developing other areas of their business.
“I don’t sell physical products, why would I need e-commerce?”
● If 2020 showed us anything, it’s that nearly all businesses can benefit from an online store.
● Ask more about what they do, and suggest ways your e-commerce platform can help.
○ Do they sell digital goods such as guides, video downloads, or printable files?
○ Do their clients need to schedule appointments or services?
○ Do they offer virtual classes or experiences, which people sign up for or purchase?
○ Do they accept donations or tips for their business?
“I’ve been thinking about selling online but I’m not sure it’s worth the money and time.”
● Here you can talk about how your e-commerce solution is specifically what they need. They
understand the basics, so talk about features and make it personal to their needs. Emphasize
how e-commerce can bring high value and ultimately change their business.
● Focus on the what and how of these features. For example:
○ Automated Marketing (with abandoned cart recovery, automatically increase sales)
○ Social Selling (as a discovery tool for younger audiences who are eager to purchase)
○ Global Marketplaces (reach new audiences who are looking for your specific product)
● Tip: Let your work speak for itself and share a client success story.
“I’m already using another platform.”
● See if they are open to switching. Start the conversation with these questions:
○ Does their store have built-in features like sales channels and marketing tools?
○ Are they able to connect their store to Facebook, Instagram, and Amazon?
○ Can they run automated ad campaigns?
○ Are they getting charged transaction fees?
● They’ll know enough about e-commerce to be looking specifically for differentiators, so
emphasize how your solution stands out (and check out our Competitive Comparison guide
for more details on popular platforms).
● How is your solution set apart from others?
○ Is e-commerce bundled with other software or services?
○ What specialized services do you offer? Do you offer technical support? A dedicated
account manager? Ready-to-use marketing materials?
“I tried selling online and it didn’t work.”
● If they were not seeing sales previously, suggest alternative ways to drive traffic to their store
beyond a website. For example:
○ Start an Automated Google ad campaign, which generates an average 4.5x ROAS
○ Connect to other sales channels like Facebook and Instagram
Small Business Scenarios

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