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Customer Value - 4 Myths
The purpose of business is to create and retain a customer.
Much has been written about customer orientation, customer relationship management (CRM), Customer Lifetime Value (CLV) metrics, Customer Centric organization models, customer retention,...
DON'T OVERLOOK THE 3 SPECIAL BENEFITS EVERY CUSTOMER WANTS FROM YOU
Every customer looks for 3 special benefits when they do business with you. They may not specifically ask for these benefits. But you're losing sales if you don't automatically provide all three. 1. FAST RESULTS Prospective customers may take a...
How To Deal With Customer Disputes Without Losing Customers Or Giving Away The Store
When you are a customer, it is convenient to be dogmatic about the old "customer is always right" ideal. However, some customers take advantage of their power position, using their eternal status of "right" to take advantage of business owners and...
Mining For Gold With The Best Affiliate Programs And Hitting Pay Dirt
Colin McDougall tinkered around with affiliate programs earning a few dollars, nothing much to write home about, even had his own e-commerce site, known as the man’s mall. In theory that site was supposed to offer all sorts of gadgets for...
What is Customer Relationship Management (CRM)?
Customer Relationship Management (CRM) is a phenomenon that is becoming a major discipline within business. CRM can be traced back to the airlines’ attempt to gather information about their customer flying habits in order to stop their high-fare...
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Do You Make Your Prospects and Customers Jump Through Hoops?
Picture this: Your prospect has just learned about one of your products or services, and is now ready to buy from you. How you handle the next critical step can make or break the sale.
Always keep in mind that most consumers are understandably wary. They won't hesitate to abandon an intended purchase
if they encounter doubts or inconvenient snags in the process.
I invite you to do a bit of honest self-examination when considering the following tips, since problems in this
area may be costing you dearly in lost sales, right this very minute.
Acting to improve on what you discover could very well help boost your sales immediately.
1) How Easy Is It for Your Customers to Access Information Needed to Buy From You?
a) For example, does the design of your web site make it hard to navigate, or is the majority information needed
to complete a transaction within easy access to your customers, with minimal mouse clicks?
Poor navigation is but one of many, many different snags that hinder web site sales. Problem is, most site owners, designers, and webmasters don't realize how much more a site could sell, if it were only more user-friendly.
b) While you may wisely reduce the amount of repetitive customer service issues by answering questions through
a FAQ, (an acronym for Frequently Asked Questions) etc., some prospects may yet have additional questions not covered in it.
Do your prospects have a way to contact you to have such questions answered, and do you have an efficient system in
place for answering them, promptly and efficiently?
Is the form of contact convenient to your prospects?
2) What Forms of Payment Do You Offer Your Customers?
a) Do you require your customers to send payment to you by check, cash or money order only via regular postal mail? If you're selling online and not accepting credit cards, you're likely losing many sales.
b) What types of credit cards do you accept? Virtually any type of business can increase sales by accepting payment
by Visa and MasterCard.
But even businesses already accepting Visa and MasterCard may still be losing sales by not also accepting Discover
and American Express, especially in the U.S.
True, Visa and MasterCard encompass the vast majority of all credit card transactions. But there are many consumers who instead prefer to use Discover or American Express. Do you
want their business? If so, your
existing merchant is most likely equipped to easily get you set up to accept them.
3) How Easy Do You Make It for Customers to Submit Payment?
a) Suppose that you DO accept credit cards. Even though the risk of online credit card purchasing has been exaggerated, and isn't necessarily more risky than offline transactions, many consumers are concerned about submitting their credit card data online.
With this in mind, in addition to being equipped to accept online credit card orders through a secure server, do you
provide alternate ordering options for those who hesitate (or refuse) to order online by credit card?
What about options to order with check, money order, or credit card, by phone, fax, or postal mail?
b) Are your order forms simple to use and understand, or confusing and inconvenient to use, even for the
most inexperienced users? How do you know?
Do you work hard to eliminate all guesswork for customers, provide complete order details, and guide them simply and gently through the ordering process?
Remember: Any extra hoop you require prospects and customers to jump through is an extra obstacle in the way of a sale; another reason to change their minds about buying from you.
Now don't feel bad if you find areas for improvement in the points above. Look at them as an opportunity to
increase your profits, and do something about those that apply to your situation.
If there's one thing I've learned, it's that there is always room for improvement - in every business in
existence.
Unfortunately, there's not enough room in this article to cover all the obstacles that could be hindering your
sales, of which there are literally hundreds!
But the basic lesson behind the above tips is this: Make it as easy as possible for customers to do business with you. The easier you make it, the more likely they will.
More Helpful Resources...
Marty Foley of ProfitInfo.com offers proven, affordable resources for generating more traffic, leads, sales, and profits in your online business. Find out why he has often been imitated by other famous Internet marketers,
at: http://profitinfo.com/cgi-bin/home.cgi?PI7_art401
About the Author
Marty Foley's Internet marketing techniques and resources have helped set the standard in e-commerce, and have often been imitated by other famous Internet marketers. They can
truly help you succeed online: http://ProfitInfo.com/
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