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Once Your Yellow Page Ad or Website Brings Customers In, Make Purchasing Easy for Them ECommerce Articles | November 13, 2005 Assess each obstacle or choice point you?ve got built into the buying and paying process. These are the exact places where you?re losing customers?and sales.
Smooth Out Customer Choice PointsDeveloping a trusting customer relationship is a process. And sales seldom happen without trust. A relationship builds as a sequence of steps follow one another. Whether contact occurs in a single encounter or over time, each step is riddled with choices. As the sales process goes along Maglia Stefano Sturaro , customers have to be willing to take another step - to make further commitments (however small) of their time and attention.
When customers already trust you and are interested in what you?re offering, they?ll take the next step without hesitation. However, if they?re unsure about you (or had a prior negative experience), they?ll want to think about it - and just maybe that?s when they realize they aren?t all that interested after all.
Each buyer choice point actually ups the ante. On some unstated level Maglia Daniele Rugani , buyers know they?re committing to the next step, bringing the transaction closer to happening. These steps get riskier (for you as well as them) whenever you specifically ask them to do something more.
Choice points are precisely the places you?re most likely to lose them - when they bail out of the process.
Kinds of buyer choice points - Come into the store - Read the ad beyond the headlines - Listen to this audio tape - Visit the website - Pick up the phone and call - Try it for 30 days without obligation - Take a test drive; check out the product - Write the check - Negotiate the monthly payments for a purchase - Present their credit cardSour notes that creep into the experience can break the inevitability of them taking the next step. These interaction points represent higher risk to sellers, because that?s when buyers are is most likely to reconsider or flee.
Anything that breaks the steadily building momentum puts the sale at risk. And just because the deal?s complete, don?t relax. There are always plenty of reasons why a person changes her mind and wants out (or returns the product) afterwards.
That?s why even free offers can be a hard sell. A person has to think about whether it?s worth the effort or inconvenience to try or assess something new. Whether it?s worth changing their existing preferences to consider what you?re offering.
Reduce Obstacles that Make Customers Walk AwayImagine a typical sales process that takes eight-steps Maglia Paulo Dybala , from the time the person steps into the store (or website) looking for a particular product, until she walks out with it. What percentage of your potential buyers taking the first step make it through to the last one? If you want them to complete the whole sequence, it?s critical their entire experience moves as smoothly as possible.
Identify each place where your procedures impose upon customers. (Who cares if the competition does it, too! Solving the ?glitch? gives you an advantage Maglia Mario Mandzukic , while showing respect for buyers.) Do they add extra aggravations or increases the likelihood of them walking away? What could be done to make interaction points less risky or annoying? Become obsessive about getting them so smooth and trouble-free that they?re hardly noticeable at all.
Assess each obstaclechoice point you?ve got built into the buying and paying process. These are the exact places where you?re losing customers - and sales. When customers can?t get the help needed, can?t find the product in the model or size wanted, can?t navigate through the check-out without mishap, she?s likely to stop midstream.
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27.12.2019 09:49
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