Make your product easy to buy

Your customers aren't this dedicated.

This has several levels of meaning.

First and foremost, customers have to know that your product exists.

Next, they need to know how to contact you.

Then they need to be able to buy it. This is where things can break down.

If there is one thing I can say to you, it is keep things simple. Your business systems need to make life easy for your customers.

Here are a few examples.

• Respond to queries by emails immediately, answer questions, send product information and offer to send out your sales representative ASAP.
• Offer only a couple of choices, and clearly differentiate them on features and price.
• Bundle features where you can. Bundles are better than too many choices.
• Have your contracts and standard terms and conditions ready and send them out.
• Have a price list and quote as soon as you can.
• Try being a mystery shopper of your own product. Call up and see how easy it is to get to someone who can tell you about the product and how to buy.
• Make your bundles and offerings similar to your competitors so it easy for buyers to differentiate.
• Keep the online purchase system mainstream and easy to use.
• Provide plenty of details for those who buy online.
• Contact details, addresses, web address, etc. should be prominent and repeated in multiple locations. Leave no doubt how they can take action.

Remember, if they contact you they are probably ready to buy, so offer them your attention as soon as you can.