With the holiday season just around the corner, I’ve begun my yearly ritual of shopping for friends and family, most of which I do online now. Heck, I even go as far as keeping an Excel spreadsheet with names and gift ideas for the people I am shopping for – my own naughty or nice list.
I recently went to Woot.com for one particular purchase. (If you’re unfamiliar, Woot is a daily deal site owned by Amazon.) I was looking for a video game for my brother’s birthday, excited for once to not be running around at the last minute.
Low and behold when the fated gift showed up at my door, it was damaged. I thought to myself, “Well, I’m dealing with a reputable company. They should be able to solve this quickly.”
It wasn’t long before they resolved the issue, refunding the original amount I paid. But I was left feeling dissatisfied. Was this the only solution? Where were my options?
I think it’s a safe assumption that I’m not the only customer who wants options, whether in terms of buying a new product or a solution to a problem. As a customer, you want to feel you have some say and/or power, a choice in how your business could be handled.
How do you create a “choice environment” for your customers, one that works for all parties? Here are a few pointers: If your customer is looking for options…
– Offer multiple choices, whether you sell a product or service
– Clearly outline key differences between similar things
– Know what selling point is most important to your target customer and make that a focal point. Whether quality, brand name, price, or length & coverage of the warranty, trying to focus on everything has little impact. If your customer needs a solution…
– Understand that a problem is an opportunity.
– Share the 3 things you can do to fix what went wrong, and let them tell you which works best for them.
– Offer things that might not be the easiest for you, but will result in them being the happiest.
In my scenario, it was nice that Woot gave me a refund. That’s expected with any kind of damaged purchase. But I would have been all too happy to let them keep my money if they had offered a replacement. Instead, they went with the simplest solution – for them.
Your customers make a choice to do business with you. Give them options, whether at the front of the sale or when a mistake happens. Make them feel empowered, and they’ll make you the hero.
Even when the 6th Man buys online, he expects options – and solutions. Do you give your customers a say in how you handle their business? Share below or write to Nick directly.
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Even when the 6th Man buys online, he expects options – and solutions. Do you give your customers a say in how you handle their business? Share below or write to Nick directly.
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