Digital, Marketing

Will they Buy? Communicate the Purchase Process

Do you have any question about how to buy a towel when you go to Target?

No.

The purchasing process is clear at most brick and mortar stores. Owners display a price for an item. Shoppers select the item and take it to checkout. They pay and walk out with the item.

Make Your Purchase Process Crystal Clear

How do you know how to price your services?

Potential service customers stop if your purchasing process is too loosey-goosey. The “not knowing” about costs  and how payment and services will be exchanged is too big of an unknown for many.

For retail businesses, it’s important that online purchasing is seamless, from impulse to shipping. If a “Buy Now” button takes a buyer to a broken link, that button might as well say “Bye-Bye.”

But for service businesses, the unknowns reside more with the moving parts of services. It’s crucial that you know how you price your services. This requires a knowledge of your clients needs and quirks.

For an family photographer, for example, does the photo shoot cost more if the family has four kids versus two kids? What if they want to include the dog?

For an wedding planner, how does the price differ for a wedding of 200 guests versus 400 guests? What about a destination wedding? Or one where the bride’s sister is doing the flowers?

Try to imagine your client and how their needs arise. Streamline and price your services accordingly.

Decide How You Want to Be Paid, and Share That Info

Do you take checks, credit cards, senior discounts or Apple Pay? Is yours a contract and invoicing structure? Do you require partial payment up front?

Figure out and streamline how you get paid for your services. Then, put that information on the about page of your website. 

Do you offered tiered pricing?

If not, you may want to consider it. Offering tiered pricing structures widens your audience and has proven to increase a sense of value and control over the services.

If you offer different levels of service, promote this on your website and Facebook page as well.

Do you require a contract for your work?

If you are consulting, contracting (including providing renovating or repair services), or freelancing, chances are you need a contract for your work with a client.

A good contract is written in simple language and includes

  • the parties involved
  • dates and timelines
  • payment obligations
  • the scope of the work, its limits and how it will be executed
  • how disputes will be resolved
  • circumstances which will terminate the contract
  • the state to govern the contract
  • signatures of parties involved.

Sites online offer templates which can be used as a jumping off point for customizing a contract that works for you and protects both you and your client.

Why do businesses hesitate in the purchase process?

No one wants to under-charge for their services. Or “scare away” a potential client by quoting what seems, to them, to be an unreasonable price.

Do your research and price accordingly.

Incidentally, did you know that under-pricing can actually lead to a lack of ? Perception of your services plays a large part in how and what people feel they should pay. This is part of the bigger picture of of brand and value.

If you’d like more information about how to improve your brand and communicate wisely with your target audience, contact me.

 

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