Once again we need to look at all the actions that we take as business professionals and stop following those practices that drive prospects away from us. We must examine every procedure and action that we take in our everyday dealings with the public. If we cannot honestly say that our business practices result in prospects believing that we are a pleasure to deal with we must change what we do or how we act.
Recently I had an opportunity to try to purchase products from a business website. I consider myself to be a reasonably intelligent person who can navigate a company’s website, decide what I wish to purchase, and make that purchase. On this occasion I attempted to place an order for the product that I desired, but could not do so due to the confusing nature of the website.
As a result of this situation, I took the stand that I will pursue my purchase through a different website for a different company. The website that I originally visited is difficult to follow, the process is challenging, and the time required is beyond normal. I just don’t want to do business with a company which requires this type of process.
If a prospect, after either completing or not finishing a business purchase, has the impression that they have been put through a process that leaves them frustrated and weary, the company involved is at fault and deserves to lose the business. We all want to experience a pleasant purchase process that makes us happy and pleased that we chose a business from whom to buy. Any other feeling makes us unhappy and not pleased with the purchase process.
People do business with others that they know, like, and trust. They refer business to others that they know, like, and trust. They also will do so with businesses if they believe that the buying process is simple, enjoyable, and not so difficult that they are overjoyed when it is finally over. If they believe that the purchase process is worse than having their appendix removed, they will tell everyone that they know how terrible the experience was.
People refrain from further business with any vendor for various reasons. Maybe they believe that the business does not have what they need or want, perhaps they feel the price is too high, or they could think that the business does not appreciate their business. There are many reasons for us to end a business relationship, some logical and some not. Some reasons may be valid, and some may not be. Some may be factual, and some may be emotional.
Gratitude Marketing means that we appreciate the prospects, customers, clients, and associates that we have. It means that we appreciate everyone with whom we come into contact. That appreciation includes all the means of interacting with these people, even a website. Appreciating others means that we want them to have a pleasurable experience doing business with us. Anything else is detrimental to our success.