Category: Digital

Will they Buy? Communicate the Purchase Process

stairs-to-nowhereDo 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.

 

5 Ways to Improve Customer Focus & Clear a Path to Your Business

Clear a pathway for clients improve customer focus

improve customer focus and clear the path

This morning, I clicked on a video. Instead of the video, I was asked to wait 12 seconds while an ad for local news played.

Boom. Like that, I was gone.

Your customers get distracted. In order to improve customer focus and clear the path for them to your products and services, start with some digital housework.

Take a stroll (or stumble?) in their shoes

Your potential buyers and clients want to buy from you!

They’ve made this far: to your website, to your Etsy page, to your social media page. They’ve even signed up for your newsletter.

They read your posts. They clicked on it!

Is there something stopping them or distracting them? Let’s start with a the basics:

  1. Do your links work? Check all the links on your website. Fix the broken ones. You can do it manually, or use an automator like this one.
  2. Does your contact page work? Test it. Wait… hey! Do you even have a contact page?
  3. How slow does your page load? Remember that 12 second ad? Did you know that research shows that after 10 seconds of waiting, your potential buyers feel out of control. Find out how long takes for your page to load, and ask you digital team to reduce that number to 1 second.
  4. Is your page mobile friendly? In 2014, mobile use surpassed desktop as the primary way that users access the web. Your site needs to be “responsive” — ie. it converts to look right on a smaller screen — in order to work for your customer. Is it? Check here.  If it isn’t, get it done. (Click here to read more about responsive sites).
  5. Finally… Do they know exactly what you do?  This is key. They will visit your about, services and home pages. They need to be able to see themselves there. Make sure these pages clearly answer:
    • What do you do?
    • What problem do you solve?
    • How is your product or service different?
    • Why should I care?

Why you Might be Hesitating

If you own a business now, you already got the hint, right?

People use the internet.

You love a challenge. Yet it’s daunting to get all the social media pieces in place, and to do it right. In fact… it can be tempting (shhh) to just pretend the internet doesn’t exist.

When you Want to Clear a Path

We break it down, piece by piece, and work with you. We help you to learn the process as we go along. You know your customers and your business. We know the digital world.

Together we work to clear the path.

Contact me and feel free to ask me any questions you have.