Small Business Marketing – Choices, why
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No one wants to “have” to do anything. Everyone would rather have a choice about things they have to do, and this of course, includes business decisions.
Because of this, it’s really important you give your buyers options on how they can respond to you.
For instance, most people online just assume everyone’s comfortable ordering online. (not true)
But that’s like assuming if you like to watch football and drink beer… that most people who watch football also drink beer. (also not true)
Looking at things from your own point of view is dangerous when it comes to selling. It’s suppresses your numbers all around.
When I’m doing direct mail, for instance, buyers can typically respond online, by direct mail, phone or fax. The only time I change this is if one or more of these ways aren’t getting a response – which often happens. In that case, I’ll remove that particular response mechanism.
Online, you can order all my products and services the same way – online, by phone, fax, or by mail.
True, the lion’s share of our business does come in online. But a good 15% of it does not. That’s a lot of money I’d otherwise be leaving on the table if I didn’t have these options, no?
There are also three other things giving choices does for you:
1. It lets people know you’re thinking about your customers and not just yourself. And that’s incredibly important.
2. It creates a perception of ethics for some reason. Not that if you don’t have multiple ordering options, you’re perceived as unethical, but this just adds another dimension to your business.
3. And lastly, I don’t know how to say this other than, it’s just a classy and well-rounded thing to do. It makes you look a little different than everyone else. And looking different is worth everything, when it comes to business.
Remember, having more paths for your customers to walk down… means more more people are going to take that stroll.
Now go sell something, Craig Garber
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