A colleague and I strolled a farmers market one recent, idyllic weekend morning, noticing the fresh fruits and vegetables offered at every brimming table. One such display had strawberries, bright red and packaged in simple cardboard boxes. They were available for sampling-so we both took tastes. Sweet and delicious, we considered purchasing, but ambled on. Later, we came to another table, with similarly packaged boxes of strawberries, also offered for sample as well as sale.
Dutifully, we both took the strawberry the vendor handed each of us. Almost immediately, my friend said, “I’ll take three boxes, please,” and handed over a crisp ten dollar bill in exchange. We walked back towards the car. Suddenly curious, I asked him, “What made you buy those strawberries over the ones at the other table? They tasted the same to me.”
Offering me another strawberry (which indeed tasted the same as the ones at the first table), he thought about it for a moment. “Because at the second table, they had the prices clearly displayed. They didn’t have the prices out at the first one, and I didn’t want to ask the guy and be forced into an immediate decision on whether to buy.”
Those simple prices-displayed on index cards in magic marker-made their sale. Same products, and probably the same prices as the strawberries at the other table-but the information provided made the difference. How often do our websites, in terms of information we readily offer, have the same impact on our customers? Is your customer service phone number tucked away in the corner of your website, and basically inaccessible by mobile?
Have you neglected to include basic information about your products and services on the homepage of your website, forcing your customers to click a link instead? What does your contact us form look like-is it a long, involved document that essentially asks for a lot of personal information while promising very little in return?
Correcting these simple elements of any website or indeed, improving your customer experience in general can make the difference, no matter what your product or service. Neglect them at your peril. In contrast, if you take the time to really review what your CRM and your website say about you in every detail, you’ll end up selling a lot of strawberries…and have thousands, if not millions of happy customers.