Getting the customer to buy is tough. There are so many opportunities along the sales pathway for them to opt out. Why make it harder than it needs be?
When the customer engages with the organisation they in effect “touch” them. They become touch points. So when the customer phones to place the order that is a touch point. Or when the customer goes on line to check the stock availability or to determine delivery costs, these are touch points. Each touch point with the customer can become a pinch point.
A few months back I was doing some strategic sales management consulting with a firm in London. They sold technical products that required detailed order taking over the phone. The pinch point was with the incoming tele-sales staff. Neither spoke English well enough to understand the complexities of the customers needs. I could hear the frustrations of the callers trying to explain what their issues were so they could place the order.
I spoke with the Sales Manager who shrugged his shoulders and said that “they did get a lot of complaints about it”.
We can lower the numbers who opt out at each stage by looking closely at what the customer is being asked to do and ensuring it is as complex as necessary and as simple as possible. By doing so we will increase the conversion rates that in turn enhances the margins downstream.