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.
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