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10.20.09 Fulfilling Customer Needs Without Them Asking  By Eric LeuenbergerDo you ever notice that you have very little sales from your web store, but always seem to be answering questions from your customers asking you "how they can buy", or asking questions about your store policies, or maybe it's a question about a single product? Your answer is probably "No, I don't?" Do you know why you aren't answering those questions? Because your potential customers are leaving. Now, I here you. You are probably thinking "ah, yeah, that's not hard to see, tell me something I don't already know". Well, I just did. Let me say it again, but in a different way. "Your customers are leaving because you are not answering their questions!" Now, does it make more sense? Every potential customer has questions they need answered before they feel comfortable buying. These questions are not always "heard", but are most often "silent" in nature. They reside in the customers head, and are one of the many barriers you face when convincing them "why to buy from you" instead of another seller. They may be silent, but they are real, and they are there.
Simple, you answer them BEFORE they ask it! You answer by placing the proper information in front of them at precisely the right time for where they are in their buying cycle. By doing this, any questions they have will be answered (before they ask them), and rather than leaving the site, you'll increase your chances of them not only staying, but buying from you. It's called "building customer confidence". It includes things like:
So, how do you answer them if you don't know what they are asking? One way is to put yourself into their position — become a customer yourself (I'll give you some actual examples in another article, but this article is to get your mind thinking like a "customer" — one of the first steps to increasing sales). Comments About the author: Eric Leuenberger is an ecommerce conversion expert and author of a leading Ecommerce Optimization blog. He coaches ecommerce store owners how to increase their website sales using effective online paid search advertising, targeted marketing strategies, website sales strategies, and industry best practices. Contact him today to increase your sales! |
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