by Ferdi Roberts
Do you make it easy or difficult for people to do business with you? This is not a personality test, it’s a measure of how easy (or difficult) you make it for customers – or prospects – to find what they are looking for, and purchase it. Or, if they have a problem, get it addressed. Clearly, your business needs to be ETDBW: “Easy To Do Business With.” This sounds simple, but it’s harder than it appears. If customers have to jump through hoops to do business with you, you are going to lose them.
For a quick example, take a look at your website (especially if you sell directly from the site). If the purchasing experience is difficult, if customers have trouble finding what they need, you can kill the chance of that customer ever making a repeat purchase, and forget about them ever serving as an advocate to friends and acquaintances via social networks. In fact, if the purchase process is difficult or unpleasant, you can count on customers warning people to stay away from your business.
Today, the most successful companies are those who put their customers at the center of their business and design solutions around them. Your customer service offers a good example. Do your employees know who your customers are? Do they have access to their latest correspondence with you? Do your reps know when a customer last bought from you? Or how much they have bought from you in their ‘lifetime’ as a customer?
Without this information, no employee is equipped to appropriately handle something as simple as a customer call. After all, is there a better way to start a call than to recognize a customer’s past purchase and thank them for their business?
Look for solutions that allow you to put the customer at the center of your business and you will become ETDBW, and your business will thrive.