Zahir Palanpur, AzulArc

FACT: 92% of prospects in business-to-business markets will visit your website before considering your product or service.

FACT: 51% of prospects in business-to-consumer markets will visit your website before considering your product or service.

Today, one of the first things a prospect does before they connect with your firm is to validate your company, your offering and your value to them personally by looking you up on the web. Think about the firms you have dealt with in recent past or interesting people you have met at a networking event. It's likely you've done the same.

For potential customers, your website is the most comprehensive source of information about who you are. It is available 24 hours a day, 7 days a week. It is available anywhere there's an internet connection.

QUESTION: When was the last time you used Yellow Pages? When was the last time you did a search on the web? With the growing influence of the internet, it should be no surprise that your website is now considered the anchor for all your marketing efforts.

When planning your prospecting campaigns, whether direct or indirect, print or electronic, make your website the center around which you link all your marketing and sales efforts. Consider every touch-point throughout the process. The good news, it's easy to keep your message current and relevant to your marketing campaign. You can offer more information about your promotion and provide options for prospects to continue their interaction with you. A compelling web presence that integrates well with your prospecting efforts goes a long way to advance new customer relationships faster.

Prospects have many options and limited time to evaluate their choices. Make it easy for them to choose you by integrating your website into all your business development activities to anchor the sale.