Are you making it too difficult to buy from you?
Have you ever found something you really liked, decided you wanted to buy it, and then given up because the whole process was just too complicated? Perhaps you couldn't find the price, weren't sure how to order, or had to jump through several hoops just to speak to someone.
It's frustrating, isn't it?
And the funny thing is, the business probably had no idea they'd just lost a potential customer.
Buying doesn't always mean putting something in a basket
When we talk about making it easy for customers to buy from us, it's tempting to think about online shops and checkout pages, but buying takes many different forms. If you're a therapist, your customer might want to book a treatment. If you're a tradesperson, they might need a quotation before making a decision. If you're a consultant, the first step could be arranging a conversation, and if you sell handmade products, crystals or something a little more personal, your customer might want to ask a question before choosing.
In every case, someone is interested in what you offer.
The question is, how easy are you making it for them to take that next step?
Don't make people work too hard
I think we sometimes forget that our customers don't know our businesses as well as we do. We know how our booking system works, what our services include and how people can get in touch, but someone visiting us for the first time doesn't necessarily know any of that.
Perhaps they're looking at a treatment but can't find out how long it lasts. Maybe they'd like to request a quote but aren't sure what information they need to provide. Or they've spotted a lovely crystal on social media but have no idea whether it's available to buy. These might seem like little things, but each unanswered question creates a moment of hesitation.
And sometimes, that's enough for someone to move on.
A little clarity goes a long way
You don't need a complicated system to make life easier for your customers. Sometimes it's as simple as clearly explaining what happens next. If someone books a treatment, will they receive a confirmation email? Do they need to pay in advance? Is there anything they should know before arriving? If someone requests a quotation, what information would help you provide an accurate price? And when can they expect to hear back? If you're selling a product, can people easily see the price, delivery options and how to place an order?
It's about removing those little uncertainties that can make people think, "I'll come back to this later."
And as we all know, later doesn't always happen.
Remember, people like to buy in different ways
Here's something else worth considering , not everyone wants to pick up the phone. Some people are perfectly happy booking online, while others prefer to ask a few questions first. Some like to browse quietly and make their own decisions. Others appreciate a little guidance. That doesn't mean you need to offer every possible way of contacting or buying from you, but it does mean thinking about what feels comfortable and convenient for the people you're trying to reach.
For a therapist, that might be a simple online booking system with clear treatment descriptions, for a consultant, it could be an easy way to arrange an initial conversation. For a small retailer, perhaps it's straightforward ordering information and a clear explanation of delivery or collection.
The important thing is that your customer knows what to do next.
Try being your own customer
Here's a little exercise.
Imagine you've never come across your business before. You find your website or social media page, something catches your attention and you decide you'd like to know more. What happens next? Can you find the information you need? Is it obvious how to make an enquiry, book an appointment or place an order? Do you feel confident about what you're going to receive? And perhaps most importantly, does the whole experience feel easy?
Sometimes looking at things from a customer's perspective reveals little frustrations we simply hadn't noticed.
And finally, a thought over my cup of tea…
We spend so much time thinking about how to attract new customers, marketing plans, social media posts, websites, advertising and all the other things we do to encourage people to notice our businesses.
But what happens when someone is interested? Have we made it easy for them to take that next step?Because sometimes the difference between gaining a customer and losing one isn't the quality of what you're offering. It's simply how easy you've made it for someone to say yes.
And that's certainly worth thinking about over a cup of tea.
Bev