Sales is the life-blood of any B2B business. Feeding the pipeline and closing become the challenges that all sales driven companies will focus on. I believe you should keep it simple and master the art of inbound marketing to get your audience development going. Here we discuss 4 key elements that can help you amplify your website and generate more sales.


There still is no more powerful word in copy writing or web copy than Free.

Even if you are selling a high priced service or product, Free still reels them in.

Ever notice that high end car brands offer you the opportunity to Come in for a Free Test Drive?

All test drives are free, of course. But, they position it in a way where they’re giving you something. It’s subtle, but it works.

Same goes for:

  • Free Estimate
  • Free Inspection
  • Free Information
  • Free Whitepaper or Tip Sheet
  • Free eBook
  • Free Samples


If Free is the most powerful, You is a close second.


Good web copy, no matter what kind of business you run, should focus on the customer and how they’ll benefit from your product or service.

Even if you are using the Velvet Rope approach, you still need to focus on why the customer will benefit, or want to gain access to what’s behind the rope.

Scan your marketing materials: your website, your flyers, your direct mailers, your business cards, etc.

Highlight every time you use I or We.

Can these be changed to You?

If so, change them. Your customer will never tire of hearing about themselves or how they’re going to win by choosing your company.


Use questions for headlines and sub-headlines on your site and in your marketing.

Inject a benefit into the question whenever possible, then reinforce the benefit in the subhead.

For example:

Header: Where Can You Go to Find a Great Chiropractor?

Subhead: You Can Stop Suffering Sleepless Nights with a Bad Back!

Sub-Sub Header or Opening Line: Smith Chiropractic Can Cure Your Pain – Come in Now for a Free Back Inspection

There you’ve used a question to flag your customer’s attention. You injected You and Free into the copy, and you’ve laid out benefits in the answers.


This one can be tricky if you’re going after a high-end audience. But, if you want to help shoppers looking for a reasonable price, the words Saving, Savings, and Discount are powerful attention grabbers.


You can reverse this if you are offering a high-ticket service or product by painting your competitors into the “savings” category, implying that your service is superior while theirs is best left to price shoppers.


When selling your products or services online, it’s important to make sure you’re selling to all personality types in order to continue to perform and increase sales.

Selling to different personality types helps you reach more of your potential audience. For many years, the DISC theory of personality type has helped salespeople and businesses reach a much larger market by ensuring that they are not marketing to only a small percentage of the population.

According to DISC, buyers can be divided into four personality types:

Dominance – Drive, determined, want to win (benefit), dislike small talk or excessive details, want to be in control

Inducement – These people love fun. They’re the life of the party. If you can sell them that your product or service will make their lives more fun, you’re set

Submission – These people like things to go smoothly. They dislike confrontation. They get nervous having to call and complain. Ensure them that everything will be fine, and they can reach your company for help, will put them at ease and help you make the sale.

Compliance – These people love details, order, and structure. They want to know the exact details of how and why your product works. Give them facts, charts, graphs, and bullet points detailing why your product is right for them, and you’ll have yourself a new customer

Most sales copy and marketing appeals to S, C, and I-types, while largely ignoring the Dominants. However, this is a huge mistake and leaves out a large chunk of your potential audience. Here’s how to market to dominant personality types:

Get to the Point (and the Win)

Have you ever clicked on an ad in the hopes of having your problem or desire solved?

Did the page lead off with a headline that hooked you in, then forced you to angrily scroll through dozens of pages of sales copy, testimonials, graphs, and infographics?

Did you leave that page and go to another that got to the point?

Well, some of your customers may be experiencing the same frustration. Dominant personality types want you to get to the point – how is your product or service going to help them win.

  • What’s in it for them.
  • How much is it, and what are the benefits?
  • Structure your sales and landing pages so that you let your more impatient buyers know what you’re selling, what it’ll cost them (if you don’t want to state the price, you can hint at the value), and how it will benefit them.
  • Get to the bottom line, then work backwards.

women in business

Lead with Benefits, Then Agitate

Problem, Agitate, Solution is proven to work. But, what if your buyer wants to know the solution to the problem right now.


State the problem. Let them know how you’ll fix it and how they’ll benefit from it. Then, add copy to agitate the problem further after you’ve given your dominant buyer a chance to take action.

Write Long Copy, But Give Multiple Chances to Take Action

Dominant personality buyers aren’t necessarily turned off to long form copy.

If your company’s site utilizes long form blogs, web pages, landing or sales pages, keep in mind that if you hold the solution, benefit, or price until the end of several thousand words, you’ll lose at least ¼ of your potential buyers.

Since you still have to satisfy the detail driven, emotional buyers, and those who need reassurance before buying, you can’t simply write a few lines of benefits and hope to sell to everyone.

But, you can service all groups by putting benefits up front, then offering dominant types several opportunities to take action by:

  • Opting in
  • Contacting you via email or phone
  • Buying
  • Requesting samples
  • Clicking to a shorter, more-to-the-point pages


Give Options

Dominant personalities like to be in control. By offering a few solutions (and listing the benefits):

  • Options for what to buy
  • Options for how to contact you

You allow your customer to make the choice. This alone can sway them toward buying or becoming a lead because most sales sites are telling you what you need to buy, and dominants are turned off to this behavior.

Studies show that Pinterest is one of the fastest growing social media sites in the world. Almost 3,500 pins are posted every minute. And, not only does Pinterest have a huge, active audience, it also has consumers with a buyer’s mindset:

  • They’re 10% more likely to buy than users that come from other social media sites
  • Pinterest drives more than 300% revenue per click than Twitter, and nearly 30% more than Facebook

So, why aren’t more of use utilizing Pinterest as a lead and sale generation source? Usually it is a misunderstanding of the power of Pinterest.


How To Use Pinterest For Lead Generation

  1. Profit from User Generated Content

Some clothing retailers are putting user generated content to great use by utilizing contests. Before and after’s, or “favorite products” for the holidays.

Users take pics, turn them into pins, and share them on their boards along with their email address.

  • One company saw a 23% increase in re-pins, and that led to an increase of 44% in revenue per click
  1. Pins as Social Proof

Your business can never build too much credibility online. Reviews, testimonials, and awards go a long way to helping your business’ reputation.

But, what’s even more powerful is user generated content.

Many companies are using pins of their customers using or wearing their favorite products. What a beautiful way to use “live action” testimonials of people just like you…


The company then re-pins, using a “shop now” call to action. This has led to click increases of 25% or more.

Encourage your customers to pin pics or videos of themselves using your products or enjoying your services. This is powerful social proof, and allows your product to be displayed in the real world, by real people.

  1. Reward Referrals

Create custom welcome messages for traffic that you drive to your Pinterest home page.

Offer discounts, coupons, free shipping, free estimates, etc. to reward referral traffic.

This gives you a great opportunity to make that new traffic stick, and to increase opt-ins and follows.

Plus, giving things away for free is still one of the most powerful ways to create trust and loyalty in your customer base.

Does your sales team make many sales calls to leads. Do they ever wonder what the best days are to perform these sales calls? Well there is a little science behind it and the Retaliate1st sales team provide their insights on what days and times are best to make sales calls.

Best Days and Times to Make Sales Calls

Wednesday and Thursday are by far the best days to call on prospects, with Friday coming in a distant third. Tuesday is the worst.

Why mid-week?


Perhaps because it is mid-week, and most prospects will have a lull in their responsibilities, motivation, and to-do list. A sales call that would annoy them on Monday morning may be welcome on Wednesday afternoon.

Best Time for Sales Calls

4 pm is the best time of day to call sales leads, by far. Between 8 and 9-am was second, with the rest of the day coming in all over the map.

If you have an important sale to close, wait until the afternoon. This could be because prospects are at their “Weakest” as far as energy. It could result from boredom, similar to the mid-week phenomena. Whatever the reason, batch your most important sales calls for the morning or late afternoon.

Sales Calls and the Follow-Ups

Studies show that nearly 30% of leads are never contacted.


Many salespeople and businesses fear making too many contacts with the same prospect, but the research shows that 6 seems to be the sweet spot for number of follow ups needed before significant contact is made.

  • Making 4+ calls lead to a 70% increase in conversions.
  • 80% of sales require 5+ follow ups
  • Over 60% of customers requesting info on your company will not make a purchase for at least three months, some will take as long as a year to buy. Combine this with the fact that 35% of sales go to the company that makes the first (or most recent) contact.


The fact that so many leads are never followed-up with is startling. If you are hurting for sales, the first thing you should do is make sure your salespeople are following up several times. If you view sales as a long-term process, with many taking almost a year to buy, you will see that consistent follow up is vital to growing your business.

What About Becoming a Pest?

Yes, some salespeople are overly aggressive, or follow up with information that is of no value to the client. There are entire libraries dedicated to the art of the follow up. Pick a few of the best sellers and study them. You can follow up effectively without becoming that damn salesperson again!

In fact, you can learn to make multiple follow up calls and emails, stay in front of your prospect, educate and help them, then make new sales and have a constantly-full sales funnel, without bothering your prospects.


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