You spend a lot of time and money drawing people to you. Don't drive them away before you make the sale.
No matter how many visitors you are able to attract to you, there are still ways to lose them before making a sale. Below are the top ways to lose a paying customer.
1. Point of Contact - When your customers have a question they want to be able to easily contact you. For example many websites display their email address, phone number, or a link to their contact information either in their menu or at the top/bottom of their website, which makes it easy to find.
2. Hidden Pricing - Customers want to have all of the necessary information before they make a purchase. Make sure your prices are available up front. When customers have to dig for pricing information, there's a good chance that they will get frustrated, give up and leave.
3. Customer Service - You can set your business apart from all the rest by offering fast, friendly and helpful service to your customers. Try to respond to emails and phone calls within twenty-fours hours. Smile while you type or talk on the phone because your customers will hear the it in your voice and respond back.
4. Follow-up - If your customer asks a question about a product or service, follow up within 48 hours to see if they have further questions. Many times this follow-up can lead to a sale. Neglecting follow-up can lose you customers.
5. Spam - If you offer a newsletter or other type of mailing list, be careful with what you send to your subscribers. Avoid mailings that look like spam. Choose a template that works for you and that will be recognizable to your readers.
6. Professional Conduct - In the business world it's important that you're professional, especially when dealing with difficult clients. It's imperative to be kind, courteous and take care of business. Refrain from any type of name calling or blame placing. Stand up for your business in a professional manner and treat your customers with respect at all times. Remember the old adage - the customer is always right.
7. Payment Options/Security - Customers want to know that they can trust you with their financial information. Have a payment provider that offers a secure way to transit orders and credit card information. If possible, offer more than one payment option to give your customers the ability to choose how they will pay.
Creating a customer-friendly base isn't as simple as one might think. There are many aspects to consider and the consultant must choose carefully or risk losing sales. Avoid these no-no's and make your company into a successful business venture.
Erik Boh and Lynn Pistacchio are the contributors to our