How to sell online the experts' guide to making your business more successful and profitable online

315 Pages·2016·2.288 MB·English

by  Holloman, Christer

HO W TO
SELL
ONLINE
The experts’ guide
to making your
business more
successful and
1
profi table online
C H R I S T E R H O L L O M A N
How to Sell Online

How to Sell Online
The experts’ guide to making your
business more successful and
profitable online
Christer Holloman
PearSOn eduCatiOn Limited
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: [phone]
Web: www.pearson.com/uk
First edition published 2016 (print and electronic)
© Christer Holloman 2016 (print and electronic)
The right of Christer Holloman to be identified as author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a
retrieval system, distribution or transmission in any form or by any means, electronic, mechanical,
recording or otherwise, permission should be obtained from the publisher or, where applicable,
a licence permitting restricted copying in the United Kingdom should be obtained from the Copy-
right Licensing Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN.
The ePublication is protected by copyright and must not be copied, reproduced, transferred,
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mitted in writing by the publishers, as allowed under the terms and conditions under which it was
purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or
use of this text may be a direct infringement of the author’s and the publisher’s rights and those
responsible may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such trade-
marks, nor does the use of such trademarks imply any affiliation with or endorsement of this book
by such owners.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978-1-292-14840-3 (print)
978-1-292-14841-0 (PDF)
978-1-292-14842-7 (ePub)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Holloman, Christer, author.
Title: How to sell online : the experts’ guide to making your business more successful
and profitable online / Christer Holloman.
Description: 1 Edition. | New York : Pearson Education, 2016.
Identifiers: LCCN 2016032743 (print) | LCCN 2016034325 (ebook) | ISBN 9781292148403 (pbk.) |
ISBN 9781292148410 (PDF) | ISBN 9781292148427 (ePub) | ISBN 9781292148427
Subjects: LCSH: Internet marketing. | Customer relations. | Success in business.
Classification: LCC HF5415.1265 .H65435 2016 (print) | LCC HF5415.1265
(ebook) | DDC 658.8/72--dc23
LC record available at https://lccn.loc.gov/2016032743
10 9 8 7 6 5 4 3 2 1
20 19 18 17 16
Cover design by Two Associates
Print edition typeset in 9.5/13pt ITC Giovanni Std by iEnergizer Aptara®, Ltd
Printed in Great Britain by Henry Ling Ltd, at the Dorset Press, Dorchester, Dorset
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
I dedicate this book to Anders Hallsten and Fredrik Borgquist
and the whole team at Divido!
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Contents
About the author ix
Acknowledgements xi
Foreword xii
a
Retail truths 1
1
Some things never change 3
2
Getting technology to work for you 47
B
Attracting more customers 75
3
Understanding your demographics 77
4
Starting to use social media and PR 95
C
Selling more 125
5
Presenting products and services
online 127
6
The checkout journey 161
d
Surprising customer service 183
7
Make your brand your customers’ 185
8
Deep dive: global payment alternatives 217
vii
How to Sell online
e
Key opportunities in the coming year 235
9
Expert commentary: expanding
internationally 237
10
Inventory management 255
11
Delivery delight 265
12
Beefing up security 277
Index 285
viii
about the author
Source: Chris Mann (www.chrismannportraits.com)
His bestselling Social Media MBA series, published in multiple
languages, has sold over 10,000 copies worldwide. The Evening
Standard named him, ‘One of London’s Most Influential Individ-
uals Within New Media’ and he is frequently invited to write for
The Guardian about new technology trends.
Holloman is also a popular keynote speaker because his message
is always tailored to the client and the audience. In presentations,
Holloman will share the most up-to-date data and showcase the
best business use of new technologies by taking the delegates
ix