Have you ever noticed that although you start a task with every intention of completing it, if something unexpected occurs that prevents you from completing it right at that moment, it usually doesn’t happen for a long time – if ever. It could be that I’m nearly finished ordering something online, and a question arises that makes me wary of completing it; or I’m trying to put together a child’s toy and a critical piece is defective or missing; or I click on a “training” video, only to have someone spend 20 minutes re-stating the problem and never getting to a solution… unless, of course, I want to watch yet another video or possibly buy something.
As providers of any product or service, it’s up to us to make it quick and easy for customers to find what they’re looking for. How easy is it for your customers to find the solutions, tips, help, advice, and other answers they seek – online, on the phone, via e-mail, or in person?
If we want to turn prospects into customers, and first-time customers into repeat customers, we must remember the following philosophy and make it our mantra: What’s easy and convenient gets done. If there is even one setback, people are often stopped from completing the task – permanently. Eliminate potential setbacks when asking customers to buy from you by:
- Anticipating and answering all potential questions up front. Have an FAQ page to answer common questions; be sure those questions (objections) are addressed in any in-person presentations. Don’t wait to be asked! Show potential customers you know their concerns and have taken care of them before they even ask about them.
- Providing testimonials to alleviate quality and service questions in potential customers’ minds. Almost 70% of first-time buyers are influenced to buy by the presence of testimonials on websites. Use this concept by including testimonials in marketing materials, presentations, sales letters, even proposals!
- Eliminating “legal-ese” from your terms and conditions. Don’t make them so convoluted that people can’t understand what they’re agreeing to. If you must get “technical”, take the time to explain important concepts to help facilitate a decision.
- Ensuring proper quality control in everything you deliver… whether in tangible products or intangible services.
Put yourself in your customers’ shoes. Try your own products, surf the net, visit your websites, record yourself giving your presentation and review that recording for comfort level, information given, and possible questions left unanswered. Make sure there are no show-stoppers when it comes to doing business with you. Human nature is such that people will take the “path of least resistance.” Create WOW experiences and make sure customers take yours… and not your competitor’s.
