Think about the best salesman in your company, or indeed, the best salesman you know. What makes them so good? The chances are, whether the prospect realises it or not, it’s because the salesman has empathy. They focus on the prospect, ask the right questions and provide compelling answers.
Nowadays, your website is your salesman with the broadest prospect base. But is it your best salesman? Does it immediately show empathy with visitors, ask them what it can do for them, and meet that request? Or does it just say: “Look at us, look at us! This is what we do, this is why we think we’re great, and you’re privileged to even look at us!”