Trends Report

Putting The Best Sales Arguments On Financial Services Websites

eBusiness Executives Should Advertise Benefits Other Than Price

May 24th, 2011
VP
Vanessa Niemeyer, Ph.D.
With contributors:
Benjamin Ensor , Sabine Poltermann , Beth Hoffman

Summary

eBusiness teams at financial services firms too readily use price to promote products on their websites. In fact, few customers choose a company for the best price, and promoting other values provides better opportunities for differentiation. To drive sales, eBusiness executives should build trust, point out the value of the customer relationship, promote the simplicity of their processes, and emphasize the relevance of their offerings for the customer — and emphasize price only when it makes sense, not by default.

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