Friday, May 25, 2007

Make It Easy

The easier you make it for your customer to buy from the more money they will spend in your store. Here's an example:

Last week I decided to buy a new bicycle, and after a botched purchase at a big box store, I visited a store that specializes in selling bikes. A sales person approached us a few moments after we had entered and inquired what we wre looking for.

I gave him a bit of information and he proceeded to show me a bike that met my needs perfectly. He gauged my size and recommended a specific frame size (something I wouldn't have thought of). He then retrieved a bike from the back, took it outside and encouraged me to go for a spin. When I returned, he made a few sugestions for add-on items such a lock, kickstand, bottle cage.

The entire process took less than 15 minutes and he made it easy for me to make a buying decision.

- He knew what bike to suggest because he asked me a few questions.
- He pointed key difference between two bikes I was considering.
- He recommended specific additional high-margin items.
- He removed the risk through his knowledge and actions.

What can you do to make it easier for your customers to buy from you?

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