Understanding that prospects conduct preliminary research online offers you a great opportunity to shape the perception of your company and effectively handle the critical first steps of the buying process. For many industrial buyers, the main purchasing decision doesn't revolve around product features or price. It's about not making an embarrassing or costly purchasing mistake. Provide them with the kind of information they need to make purchasing decisions with a minimum of risk. The sale before the sale is happening on your website long before you know you're being considered. Reassure buyers and allow them to "check you out" without feeling threatened. Your website needs to "pre-sell" visitors and convince them that your company is a wise choice. Salespeople shouldn't be unhappy about websites cutting them out of the early stages of the buying process. Once they are contacted by purchasers that have been properly pre-sold, they'll find these prospects much more apt to buy.

Andrew Shedden is the president of Broadfield Communications, a company that helps manufacturers increase revenues and lead generation from their websites. For instant access to articles, tools, tips and other resources that will improve your website performance visit: http://www.broadfieldcommunications.com.