One thing many businesses have found over the last few years is that customer budgets have tightened and more scrutiny is given to the price of products and services.
We’ve seen a number of successful businesses responding to this change in the commercial landscape with a more flexible offering, one that appeals to different business budgets and cash flows.
They recognise that not everyone may want to purchase a product or service in its entirety – say with all its add-on features, bells and whistles. You’ve probably come across this in travel industry when you’re presented with options to add car hire or a hotel stay on to a flight purchase.
One example is the budget airline Easyjet who charge for a basic flight and then add on extra charges for additional bags, drinks etc.
By providing different purchasing options to a customer, you can gain a competitive edge on those rivals who are sticking to a ‘one size fits all’ range.
One anecdote we’ve heard is from our Digital Marketing Manager who previously worked in the IT department for the global brand of a multinational corporation. When their team “sized up” jobs they would do it by “t-shirt sizes” – Small, medium or large. The criteria for their sizes were:
So this might give you an idea of what you can offer to suit different customer budgets.
Whilst you don’t want to overwhelm customers with numerous configurations, by creating a handful of simple and clearly defined package options you can capture the interest from a broader range of customers – albeit with different budgets.
Most businesses would like to think they’re easy to buy from. However, if left unchecked, evolving business processes or communications can risk confusing or putting the customer off altogether.
It is worth taking time out to double-check that your business continues to offer an easy purchasing process for its customers. On an annual basis you must re-evaluate whether the following points remain clear, concise and user-friendly, from your customers’ perspectives:
Also, consider whether the after sales support you offer encourages the customer to be pleased and reassured by their purchase? The more special they feel; the more likely they are to recommend you. Think of ways to use the goodwill after the purchase to subtly position add-ons or further products or services which complement their current purchase.
If you’d like more ideas on how to make it easy for customers to buy from you, please contact the Clever Marketing team.
With the arrival of the New Year, many businesses are looking ahead and planning how to make the next 12 months even bigger and better than the last. Whilst it is tempting to focus purely on new prospects, there is often much commercial benefit to be gained from your existing customers.
Certainly, throughout 2014 you will want to ensure those customers continue favouring your business offering over others and maintain their levels of expenditure with you. Ideally, you will also want them to consider other aspects of your service or product range and increase the range they buy.
The key to all this will be how good your customer experience is. This doesn’t just equate to the quality of your product or service, although that does have a major part to play. It also involves the pre- and post-sales interactions you deliver around your product/service. Each of these interactions needs to be positive and one your customers find comfortable, easy to understand and even enjoyable.
To help you improve the customer experience you deliver, try it out for yourself or employ a mystery shopper specialist to test and report back to you. Where possible you should aim to simplify any complex messages, ease the process of buying from you and ensure the after-sales experience encourages customers to want to buy more.
2014 will no doubt see people continuing to be busy and so the more you can make your customers’ lives easy and hassle-free, the more they’ll opt for your business offering over another’s. Clever Marketing has helped a number of firms identify gaps in their customer experience and have successfully tackled these to improve client loyalty, create greater awareness of the firms’ business offering and generate upselling opportunities.
If you’d like to learn more do get in touch with us on 020 3146 4341