Reading time: less than 5 minutes.
Hello,
I remember repeatedly being frustrated by new clients, at least I thought they were becoming my clients, who said "Yes," to working with me. But then, mysteriously, they went away. I began to feel like a leper. What was going on?
It's quite a journey someone takes through life to become your customer or client. Imagine- Jill Smith is living her life. Then she gets entangled in a problem- exactly the problem you handle with your product or service. She just became your perfect potential customer.
Jill tries a bunch of stuff, trying to handle her situation, but basically none of it works. Then she hears about you. She looks you up on the web, or reads your brochure. She's intrigued enough to join your mailing or email list, or otherwise hang out thinking about your business.
Finally, it's the last straw, the stars are all in alignment, and she hears about your business again, from your mailing, or from a friend. She decides to email you. You schedule a conversation. The conversation goes great, she thinks what you say makes great sense, she likes your price. She seems ready to pay you and get what she needs.
But then... she doesn't.
You can lose an extraordinary number of sales right after the customer decides to buy. Yes, *after* the decision point. Your "Jill" has said "Yes, let's go ahead." But then she puts you off and stops returning your calls. You lose a customer, she's still struggling. Everyone is unhappy. What's going on?
Studies have shown that over 40% of internet transactions are abandoned partway through the payment page. The process becomes too complicated or doesn't work, or there is something asked of them that scares them or causes them to feel distrustful. Any hint of confusion at this point, and they fly away.
The same thing also happens off line. Ask yourself: Is your transaction process gentle, smooth, and clear to your customers? Do they feel held and cared for throughout the process of paying you? If they don't, they might not stick around.
Recently I was in Jill's position, and was surprised to find myself backing away from a sales process I myself initiated with the seller. I found myself excited to move ahead, but then the options I had to choose from became confusing, I had some lack of clarity around what cost how much. I got nervous. I put the brakes on, and I put the seller off.
I feel bad about it, because I've been on the other side too many times to recount. But will I eventually buy? Maybe, maybe not. What happened to me, could be happening to your customers.
Think about it. Even if your customer is having a good life, they are still overwhelmed, at least in the area you can help them with. Overwhelm usually hides very strong emotions: fear, sadness, anger, grief, frustration. Jill's overwhelm may remind her of being six years old and being teased to tears on the playground, or worse.
There is a very good chance your potential customer is in a pretty delicate emotional state, even if they don't seem like it. For them to say "Yes" to paying you for help is a great show of intimacy and trust. Jill needs your help, and Jill feels vulnerable.
If Jill, and everyone else who comes to your business, is handled with a lot of respect and compassion, and aren't made to be confused or feel helpless, chances are they'll stick with you for a long time.
Here are the four places to help you find clarity and compassion in your sales process, so your customers feel cared-for, and you get paid.
1. The options. What exactly are the products or services Jill can buy? It may sound obvious, but if you can't name the upcoming dates for your workshop, or what's involved, people begin to doubt you know what you are talking about.
You should be able to interview Jill and recommend the most appropriate option. She doesn't know what she needs. 36 flavors is great for ice cream, but even three or four can be overwhelming for your customer.
2. The price. If you don't feel solid about your price, or can't remember it, or stutter when you say it, or swallow nervously, then Jill is going to doubt the price, too. Get clear in your heart about your price, and know it. If you have payment options, be very clear about those, too.
3. The process. How does Jill sign up? What information do you need from her, what do you expect of her in terms of forms, or preparation. How and when does she pay? All of these details should be clear, clean, and you should know them cold. Make them as easy and smooth as possible for Jill. Make her feel pampered.
4. Post-purchase assurance. Especially with services, when Jill doesn't walk out with a product in her hand, follow up promptly with welcome letters and emails, any preparatory information packets, etc. Help her to feel as if she has stepped into a new world, so she isn't left feeling as if she's just handed over her money, and received nothing in return.
Let Jill know, before she pays you, that she will be receiving all of these things once her payment is received. Make it clear what happens just the other side of your door, so that paying you the money doesn't feel like a risk, but a clear step on the path.
If you have all four of these pieces in place, then the transition from "Yes" to paid should be smooth, and feel good to everyone involved.
Keys to "Keeping Customers *After* The Sale"
• Practice makes perfect. I read once that Frank Sinatra would practice every song more than 1000 times before he performed it. He knew each individual note as intimately as most singers knew the song as a whole. He could put his whole heart into each note. You need to be intimately familiar with each step of your purchase process, so that you can stop thinking about it, and put your whole heart into caring for the person as they walk through it.
• One of the biggest confusions is often around options. I said it above, I'm repeating it here: limit the options you offer an interested customer, and recommend one strongly- the one that would be best for them. It takes out a lot of potential for decision-overwhelm on their part.
• Remember: a customer isn't a customer until they've paid. Until then, they are a prospect. How easy do you make it for them to pay you? Do you send self-addressed, stamped envelopes for checks? Do you accept credit/debit cards? Do you offer discounts for early payment, or payment in full?
If you think you would do more than $2000 month by credit card, you will probably find that the merchant account fees (a merchant account is what you open to accept credit cards as a seller) are worth it. No more sitting around waiting for checks to arrive... wondering if they will arrive... Instead, your customer's payment is directly deposited into your account. Nice.
I trust you and your customers will breath a big sigh of relief as you make your payment process easier and more comfortable. Pamper them, and pamper yourself.
the best to you and your business,
Mark