Do you make it easy for customers to buy? What does that even mean? We’ve got new research and a checklist to help.
Have you ever had your heart set on a product or service, gone to the business or a website READY TO BUY and then had such a hard time making the purchase that you simply gave up?
When customers don’t buy from you, it’s not always about your branding, marketing, messaging, or even pricing. The real reasons are often free and easy to do, but often get ignored.
In this article, I’m going to share a checklist that you can use in your business that will make it easy for your customers to buy, and keep buying.
What Prevents Customers From Buying?
Being overwhelmed or confused
According to Gartner research, the more overwhelmed customers are, the more likely they are to regret their purchases. Not only that, but doing the basics can actually increase a customer’s likelihood to purchase by 86%
76% of consumers expect companies to understand their needs and expectations. In short, it’s a lot easier to keep a customer happy than it is to recover them after a negative experience.
Not Feeling Appreciated
Our research shows that feeling appreciated is the biggest driver of repeat purchases with 64% of our respondents saying they would keep coming back.
When we asked consumers what made them feel unappreciated, the answers were clear; being ignored, talked down to, and made to feel like they are the problem.
The way to make it easy for customers to buy from you is to literally FOLLOW them on their buyers journey that should end with YOU.
1. Identify Your Customer’s Trigger Events
Specifically what happens in your customer’s world and life that should make them think of you? For example; buying a new house, getting married, getting divorced, retiring, starting a new job, starting a business, being diagnosed with a condition, graduating from college, etc.
The key thing to understand about trigger events is that they demand an IMMEDIATE solution.
2. Identify the “Language” of the Trigger Event
Imagine that the trigger event happens. Put yourself in your customer’s shoes. and finish these sentences sentence “Oh SHIT or YIKES — something just happened!
- Now I need….
- How am I going to…
- Where do I get…
- Where can I…
- How does…
- Who knows how to…
- When is the…
Once you identify all the different phrases that the customer might use to solve this problem, you can use that language as a headline on your website or in your Google or Facebook Ads.
3. Be as Close to The Trigger as Possible
In a perfect world, the instant your customer experiences this trigger, your business would be there. If you’re a local business, this may mean being present at job fairs, or new-homeowner fairs. If you’re an online business, it might mean being found in Google for the keywords related to these trigger events.
This is an old but powerful example:
I accidentally opened an email that was hacked. I knew that I had about an hour before my hard drive was fried. I started searching for something like “find malware” and I actually found a site with the headline “Did you click on the wrong thing?” Of course, I clicked on that link and the page said something like “Click here for a free scan and only pay if we find something”. This was just what I was looking for.
When customers are experiencing a trigger event, they often don’t know what they need. They just know that they need what you have — NOW. And if your business pops up as the solution to their trigger event, you’re more likely to get the sale.
4. Give Prospects OBVIOUS, Multiple Ways for Customers to Contact You
Make sure that your phone number, email and any other contact information are on every single page of your website and marketing materials.
If you run a brick and mortar store, make sure your address and company name are as clear and obvious as possible. These seem simple and obvious, and yet can be costing you dozens of customers.
5. Update Your Google My Business Page
Let’s assume your customer KNOWS about you, but isn’t sure about your hours, or they want to call your business. They will Google your company name and look for a Google My Business page. They may find yours or they may find your competitors. Because if your Google My Business profile isn’t claimed or filled out — they won’t see it.
Make sure that your business hours — and your HOLIDAY hours are updated. Yes! Updated those hours as soon as you know that they changed. Because if your customer doesn’t see what they are looking for, they simply won’t come to your business – they will go to a competitor.
6. Greet Your Customer
If you have an in-person business; office, restaurant, salon, retail, etc. PLEASE have someone there to greet your customer. This seems obvious, but I’ve walked into businesses that look empty — and walked out.
Yes — your website can also greet your customer. Install a chat on your website! In person businesses can use Ruby Receptionists both as a receptionist AND as a chat service. There are other free or low cost chat apps you can use like Hubspot has a chat feature and here they also list several others.
7. Merchandise Both Online and Offline
Merchandising means displaying your products and services in a way that makes them easy to understand and choose. Here are some specific examples:
- Restaurants: Make sure that your menus are easy to read, with larger type. Make sure rooms are lit appropriately so that people can see what they are ordering and eating.
- Retailers: Guide your visitor through the store. If you’re featuring a specific product as a special, make it obvious.
- Services: I recommend that you have a list of services or packages that you clearly describe and display either online or in your offices.
8. List Prices and Delivery Times Both Online and Offline
Your customers want to know what to expect. List your prices, delivery times and any upsells and comparisons on your website or have printed price lists in your office.
9. Help Your Customers Like You Would Your Friends
You’ve probably experienced your share of rudeness as a consumer, well, let’s see if your customers feel the same way.
We asked consumers what made them feel appreciated.
If you look at the most popular answers, you’ll notice that they all have something in common — all are controlled by you and the employees. Your customers want
- To be acknowledged
- Smiling employees
- People who look happy to see me
Love Your Customers and They’ll Love You Back
As a small business owner, it’s important to remember that you are always competing with the big guys. And in order to win, you need to make it easy for your customers to buy from you. That means making sure that you and your team are doing everything you can to make your customers feel like they matter.