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Offline Sales

Ringing that other cash register can be trickier to measure than ringing the digital cash register. You might be trying to get people to come into your store or buy over the phone. Perhaps you sell direct on the Web, too, but you find that people often ask questions before buying. Or maybe you have no e-Commerce capability at all. You might be a forklift manufacturer, a car dealer, or you might sell many other big-ticket items. Your site encourages research and comparison because most of your sales close through more traditional channels. Your company might be a product manufacturer or a manufacturer's representative. If this sounds like your business, your primary goal is offline sales. As discussed before, however, your goals might not be so black and white. You might have a mix of products, some of which are conducive to online sales and some that are better served with an offline approach.

For products where you do emphasize offline sales, you need to work hard at your call to action, which is sales-speak for the thing you are trying to get someone to do. Where the call to action for Web sales might be as simple as a shopping cart icon next to a sales pitch, your offline sales site must move the customer to the sales channel where you will eventually close the deal. Depending on your business, that channel can take different forms, as depicted in Figure 5-2:


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