Don’t confuse your customers

Do you expect too much of your customers?

• Do you currently offer the service you are marketing or not?
• Is your sales force friendly and professional but your back office bureaucratic and resentful?
• Do you offer follow-up support?
• Do you offer a few, clearly differentiated products, or do you offer a multitude?
• Are your contracts straightforward and consistent with normal industry practice?
• Is pricing clear?
• Is the product offering clear and is it comparable to similar products in the market?
• Is your website easy to follow with all key information on the home page?
• Is it easy to find your business and park there?
• Do your own staff understand what the company does and who they should pass on messages to when somebody rings?
• Does the customer experience in your physical location match the promise of the brand? And so on.

Make your services and products simple to buy and growth in sales will follow.