Make it easy for customers

This is a guest article from Steven Cheng

Last night I saw a movie (Everything Must Go) starring Will Ferrell.

Spoiler Alert

In the story Nick (starred by Will Ferrell) was fired from his job, kicked out by his wife on the same day. Because the law prohibits people from living on their front lawn so he had to sell his stuff that were thrown out by his furious wife. As the story developed he found a kid to help him with the sale. When he started to teach the kid how to sell stuff some interesting dialog happened.

• Make it easy for customers - A first lesson Nick taught the kid in the movie. This is not limited to the functionality of the product offering but equally applicable to the purchasing process. A case study ($300 millions button) describe a common user behavior in e-commerce system. By removing the "Register" button to enable users make purchases has a profound effect that boosted the annual revenue by $300 millions.
• Focus on the benefits - Nick as a veteran sales man taught the kid when customers are asking for bargains, focus on the benefit to make them feel the product worth every penny. This is generally a good strategy but it should be used carefully. When we sell something to customers we have to focus on benefits customer can perceive and deem has a certain value to them. It's not good enough if a product can do a lot of things that the targeted users don't care about. An experienced sales person reads the customers and focus on the benefits that will bring them.
• Go extra yard - Customers are hard to impress. If we do things according to their expectation than they will be satisfied customers, not impressed customers. They will certainly come back but they are not likely to go around and tell people how impressed they are. Try to find out what they want and go extra yard to impress them has an unimaginable effect.
• Know your product and your customers - Some companies put together a sales team after a product finishes development. What they look for inside the sales team is usually their connections but rather their expertise to the product. They optimistically hope these sales people with little knowledge with the product can complete sales. Does it work? Yes, for a short term but eventually when the sales team run out of people to sell to the revenue stream slumps like a busted hot air balloon. A smart manger should always find people with genuine interest to the product so they are not meeting their quota, but also providing useful feedback for the product.

In the end of the say we all have something to learn from a yard sale :)

(Image from http://collider.com/)