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Are You Stopping Customers Buying?

Nov 12, 2021

Are you unintentionally pushing your customers away? Many of the things that you do, day after day, could be putting up brick walls between your customers buying from you!

 

Transcript

Bertie: We are live!

Debbie: We are professionals and we are live. We just saying that to remind ourselves, you know, like as a kind of mindset thing, I am a professional. I am alive. It's good. Why are we talking about this morning, Bertie

Bertie: Today, Debbiedoodah, this wonderful Friday morning at 10 o'clock at Friday, we are talking about, oh, you stuffing your customers from buying.

That's what we're talking

Debbie: about. I think this is really interesting because when you, when you said, oh, let's talk about this. I was like, That's such a good topic and one I've not ever talked about before. And I talk a lot about things. This is great. So yeah, what a great topic, because you can be pushing people away can't you.

And what we really want to do is be pulling people in and building relationships with them. So. Tell me more information, Bertie, I'm interested.

Bertie: So this touches so many different areas, but I think a lot of the times you can put barriers in the way of people buying from you that don't necessarily need to be there and you do it without thinking.

And a lot of the time it's when you're trying to force a customer down a process or a path. Good for you isn't necessarily good for a customer. Great example of this is where maybe you've seen like a really good, like, I mean, like Instagram is great for food, isn't it? You know, you see restaurants, you see food and things like that.

And it's amazing. I really got to go to this place and then you'll DM. And then you won't get a response. So that's, you know, one example slide it'll be on Instagram. They're monitoring DMS because actually that's, it's a very easy way for people to get in touch or the things, or if they respond with, okay.

Can you email us the details that you've just sent? It's like no dickhead take the details. Have just given you. And put it into your system for me now, granted, there are some times, you know, that as you scale, that's not practical and that's not what I'm talking about. So I'm not talking about, you know, emailing be changed and asking them to do, although even they still in this era of you know, where people are, have a lot of choices, still be doing those things.

Example that I'm thinking of is where. Like I'd had to do this with a restaurant a couple of years ago. And then when I turned up, I did go through their convoluted booking system and I turned up, I was the only person there. And that made me think there was so close to losing me as a customer at that point, because they couldn't be bothered to do it.

Whereas actually they should have took that detail and grabbed me with both hands because how many other people had. I can't be asked with that. Like now I've got to fill in my email. I literally just typed out all of the details for you. And I think a lot of the time we do this because we want people to book on our website.

Maybe we don't want them to WhatsApp as the details. So we whack it all in a nice email so we can put it into Trello or a CRM system, but that's good for us. It's not good for our customers all the time. So that's what I'm talking about. Cause a lot of people do this without even thinking about. So, is there anything that you do do though?

Is there anything that our viewers watches listeners are doing? Like, as we're thinking, talking about this now, like ask us the questions in the comments, walk it in there. Like, what are the things that possibly you're doing that stop people from buying?

Debbie: Yeah. I know what the kind of thing that you mean. I think.

An example that I can think of is that I was interested in attending an event and somebody talked about the event on social media. So I was like, right. I'd like to go to the event. And instead of just giving me the link, they said, oh, well, we posted the link in a comment in a post that was previous. And it's like, what?

Now I've got to scroll through your posts and try and find the link. Why don't you just give me the link? Like, why don't you just cut and paste the link at that moment and make it easy for me to. Because then I was just annoyed. I was like, oh God. Now I've got to like, use my brain to do that stuff. So I totally, I totally get what you mean.

And I don't, I don't know if there's things that I do. Like sometimes I might make it more tricky on purpose for people to buy my services. So if somebody wants to book coaching with me, then they have to fill out a form. Yeah, before we have the call. And really for me, that, that forms like a bit of a gatekeeper.

It's like, if you can't be bothered to fill out the form, you're probably going to waste my time on the call. So I'm almost repelling people in a way to try and filter out the people that really do want to work with me and they're going to be admitted, but I think that's a slightly different thing.

Isn't it? One of the things that I think is really important is thinking of how do you make it easy for people to buy your stuff, which is why Amazon wins. You know, it's why I haven't since winning because of convenience. And I think sometimes like you've pointed out, we forget that that one click buy or that convenient route to getting the thing that you want is the difference between making a sale and losing a sale.

And maybe that restaurant would have had nobody. If you hadn't have gone through this ridiculous system to book a table where they could again, okay. 30, see you at eight and you see your eight. This is great. Like that's, that's all you want. Isn't it, in that instance. So I think there is a thing about looking at your kind of customer journey and thinking about if you're over-complicating.

Yeah, that's right. Nobody wants complex today. Everybody wants something that's easy and convenient. And as soon as you put some of those blocks in the way, people just start drifting away because we're all lazy at the end of the day. Just want to conserve calories for our poor brains that are desperately trying to get through the end of the day.

You asked me to burn calories on that.

Bertie: Yeah, that, yeah, that's it. Yeah, exactly. Really, really good points, Debbie and the pre-qualification I want to come back to as well, but yeah, like the things that I do, like the things that I push customers away is I don't follow up. So I'm like working meeting and then like, it's like, oh yeah, I can definitely work with this person.

And now I just won't do anything about it. Like, and in my head, I know that I should, I just forget. And then sometimes a week later I find that business card. Fuck. That was a customer I'd just forgotten about. But anyway, you know, so I think we all have these things, but I think your prequalification when I want to delve into as well, because a lot of people do this now, you know, for the context of anyone that doesn't know is Debbie is a very experienced business.

Coach has been doing this for many years and like without you know, like. I'm 99% sure that your pre-qualification has come from the experience of people wasting your time on calls. And then actually you've put these things in that is exactly the right thing to do. Yes. If you were just starting out today and saying, right, okay.

I don't want people wasting my time. I'm going to put all these barriers and I want to pre-qualify first, I would say, well, hang on a minute. Algebra courses, let's test that first. Let's see where they're actually, these people are going to waste your time because of that. You want to push people away in that instance, but actually, in the first instance, you want to, sorry, if you were just starting out today, you'd want to get as much as that data room, because some people are going to fill it fall through the net on that.

Some people actually might be genuine customers, but you're willing, that's a trade-off that you're willing to make, because if your experience, the majority of people have probably wasted your time in the first instance, speaking for you.

Debbie: I think it's also that I'm super busy and I've got their declines.

It's like. Lay, it helps me make sure that I've got those ideal clients who are going to do the work are going to show up if you're going to fill the form and you're going to be engaged in the whole process, but you're right. If you're really early on in that stage, actually one of the best things you can do is talk to as many people as possible.

Yeah. What are you struggling with? What part of your business in and do the dah dah, dah, dah, dah. So you're right at that very early stage. Just talk to loads of people. Get on those calls, have those conversations because you'll learn so much. W we'll say you, and that will help you to kind of define your offer.

I was just thinking also about this thing as stopping customers, from buying. Sometimes people have such convoluted kinds of sales pages that by the end of it, I am bored shitless. And I'm like, oh my God, I don't even know what it is that you're selling me anymore. And I'm just bored. So I think it's not just the process.

It's also your sales messages, like make it clear to people. What it is that you're buying, what are the features of what you're selling? What are the benefits? Give them some testimonials. They can give you an easy, yes. Like, make it easy for people to say yes to you. And I see a lot of the time people missing out like vital elements and it's like, this should definitely be here.

Like, don't expect me to go to your about me page from your sales page. You know, a sales page should have all a little snippet of who you are in it. I might not go to your about me page. Then I might be like, who is this guy? Why would I trust them? Tell me a little about them. So think about how you can give people information in a really clear way that enables them to make a good decision so they can give you a yes, don't expect them to be floating about all over your website for, you know, doing the research for you, give them the vital information that they need.

And I think people miss that bit out sometimes as well. Just make it easy for people to say.

Bertie: Yes, that's right. Oh yeah. Or think of it like, you know, like if your website is like a building and you can't necessarily greet everyone that's coming in, but think that your website and the words and the images that you're using is almost someone that like greeting them, adore, like, Hey, let me just take you through, let me just hold your hand and then you get them.

This is what we can do. And this is how we can help. When you get to the end, it's like, would you like to work with us? And then it's your choice. If you want to walk through that door or not. If you've got all these other doors. Or it's not clear. And it's like, oh, where did we go now? How do you actually, I quite like this, how do we bind?

There's nobody left. You just left it there in an empty lobby. It's like, what do you do now? I've got to get out when I'm just going to hit that exit book.

Debbie: Yeah. Because I'm confused or people that have dropped down buttons, then they've got like 15 different options of how to work with them on the drop-down button.

And I'm like, oh my God, I'm, I'm probably here because I'm overwhelmed and I need. And all you're doing is overwhelming me with the myriad of choices that you've got and the different ways that I could work with. You just get me on a call. Just make it easy for me to say that. Yeah. So I think, yeah, this is a really good, good topic because I think there are lots of things that people do.

Unwittingly making the process overcomplicated, just being as much like Amazon as you possibly can. Like how can I make it super?

Bertie: And yeah, I think there's all. Yeah. I think there's, you can probably look at your process and think actually those things I do really, really well. I mean, I worked with a photographer about a year ago, Steve, who tunes in sometimes I don't think he's here today.

And yeah, great example. Like I need some photos messaged them and straight back on LinkedIn and he was like, okay, let's have a look. No, like messing about Trey was like joining me this afternoon is. Yeah, fuck it. Let's do it. And then I've got the photos that evening, like that sort of thing is brilliant.

You know, he could have sent me to his website, could have maybe book on a, you know, a long convoluted booking system, but actually just took ownership of that and did it, and not this sort of like, oh, you know, let's pretend I'm really busy. If you've got that availability this afternoon, then take it sometime.

You can't always do. Yeah. So I think it's really, really important to yeah, so that's a really good example. I think of how to do it, but of course, if you are, you are too busy, can't do that and you have to put processes in, but I would always say don't try and solve problems before you've got them. And I think if you, if you are a new coach and like, if you were just starting standing, he wants to pull all of these things and it's like, And it'd be a problem yet.

I'm really fortunate. I get to see lots of investment decks and all different things like that. And sometimes I'll just look through and people are like, so a customer's going to do this and then they're going to do that. And then they get to do this. No, they're really not. Most of us don't work like that.

These are assumptions and you have to test those things out. So a lot of the time your processes can be pushing people away and stopping them from handing over their hard earned cash to you, which is what we want. Isn't it. Ultimately now,

Debbie: Yeah, but she had money.

Bertie: It was the money,

Debbie: the Benjamins, and I'm just rolling around and it was a great topic.

Well, thank you very much for bringing that up. I'm like, yeah, this is, this is good, but

let's not be repelling people.

Bertie: No, let's not repel people. So I will see you next Friday at 10 o'clock. And if you listen to the podcast, thank you very much tune in and all that stuff. And we'll see you again very soon. Thanks for listening, watching, and all that stuff. Goodbye!

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