What Every Store Owner Needs to Know About Their Customers
Yeah, you! I got something here that I want you to buy, check it out!
How many of your customers would actually respond to this kind of sales pitch? Would you? More than likely you’d approach very slowly with skepticism and caution.
Though online business has it perks, what’s most often missing is a human sensibility.
As an e-commerce business strategist, what I see in clients that enlist my help and guidance are the usual suspects: impersonal aka corporate language, poor information flow, and generic offers.
Think back to when you were last shopping online for yourself: have you ever landed on a webpage, did a quick skim and headed for the exits? Did you ever wonder why?
That company just lost out on your money because they weren’t clear about who it’s for, why you should stick around and what to do next. And I’m willing to bet that you wouldn’t want your business to suffer for the same reason.
So what’s the solution?
You want customers that stay glued to the screen long enough to find out just how much of a perfect fit your product is for them. You want to maintain their attention and build interest.
That’s the only way to make sales online.
How can you make sure that your website is calling out the right person so that they can say with confidence: “yes, I’m right where I’m supposed to be”? Well, it’s simple (and sometimes easy): speak your customer’s language.
Now this will be easier for some business owners for one reason: they are their customer.
Maybe that’s why you started your own business, you saw a problem and couldn’t find a suitable solution and said “let me make it happen”.
If you’re aware of the specific issues that person faces when they realize they need a product like the one you’re selling (and the thoughts and emotions behind it), then you can already think up a list of buzz words that would make your brand easier to identify and relate to.
But what about for the other business owner?
Maybe you don’t naturally have a link with the product. Maybe you’re just fantastic at figuring out where the market is going next and meeting a need.
Or what if you’re really good at creating and replicating systems?
That’s also awesome! It just means that you’ll have a little bit of a learning curve.
So it boils down to three things. You want to know:
1) HOW CUSTOMERS DEFINE THEMSELVES
This first one is absolutely essential to your site’s overall clarity and to increasing conversions for your online business.
Because confusion is frustrating and a frustrated customer won’t buy.
In marketing, it’s said that you want people to ‘raise their hand’, to identify with you immediately. Knowing how customers define themselves is a signpost that they’re in the right place.
So if you saw an advertisement for ‘online business owners’, ‘e-commerce entrepreneurs’ or ‘online retailers’, you’re more likely to stick around to learn more.
2) HOW CUSTOMERS DESCRIBE THEIR PROBLEM
Hold Their Gaze
Knowing how your customers define their problems is essential to capturing their attention.
If you’re struggling with inconsistent sales, you’d most likely be interested in a solution that says ‘want consistent sales in your online retail business’—see how I built on number one?
So as a business owner, if you want to make sales online, it’s crucial that you your customer where they are with what’s important to them.
Sales is completely customer-focused. You could have the best product in the world but if no one wants it, it’ll stay on the virtual shelf.
Getting a sense of your customer’s ‘need to knows’ and presenting that in a way they’d understand will radically change your business.
3) WHY CUSTOMERS DENY A SALES PITCH
And lastly, you want to know why customers say ‘no’– the impediments to a sale.
No one wants a flimsy guarantee.
Answering customer objections increases sales because you’re including yourself in that ‘silent conversation’, one that usually happens independent of a sales pitch.
People could love the product but having one lingering question in their mind could be the difference between a browser and a buyer.
Now it’s your turn
So think about your customer. How could you ‘speak their language’–taking into account who they are, what they need, and why they might say no–to keep them on your site and lead them to the shopping cart?