Whether you’re a DIYer or full service customer, Web.com wants to make a mint selling you more than just a domain name.
If you’ve ever registered a domain name at Register.com or Network Solutions, then you’ve undoubtedly received their follow-on sales pitches. These pitches cover everything from Facebook services to premium domains.
Web.com CEO David Brown gave a good, succinct description of how this works on the company’s earnings call yesterday.
…let’s take an example of do-it-yourself customer who came to buy a domain name. The sales process actually begins at the instant that they come to the website as they pick their domain name. They then go through a process where they’re offered other services that would make that domain name really valuable, things like privacy for the domain name so they don’t get spammed by the rest of the world and then a website so they can get some value from it. And then periodically, thereafter, they receive e-mails from the company, and they’ll also receive a welcome phone call from the company, making sure that they’re having success with their new product and offering them additional things. That’s a DIY customer, domain customer. If it was a customer calling us, who bought — who saw our TV ads, they would be buying our new custom website product, which has almost 10 different products bundled together and it gives them everything they need to get found on the first page of a local Google search. And so then they’re going to get follow-up phone calls talking about things like Facebook and some of our other enhanced products. So it is an ongoing marketing effort and customer service effort, whether you’re a DIY customer or a do-it-for-me customer. And it starts from the instant you make contact with us.