The market has a lot to offer. And in most niches there is a lot of competition. Therefore, your audience always has a choice. In such a situation, even the smallest mistake can be a trigger for a client to leave you for a competitor.
We’ll describe popular mistakes that scare away customers, followers, buyers, and the target audience . And we’ll take them with a real example. Enjoy reading?
For example, imagine that you own a tech store. And you have done everything you can to get customers to come to you. You have a website, social networks, a call center, and a manager who helps customers in the store. And the requests seem to be coming in. But sales are suspiciously seldom. What is the problem?
Could communication with a potential buyer be to blame? Or is the problem with the usablity of the site? How does the sales department work? How are social media applications handled? Let’s sort it out and see where problems can arise and how to avoid them.
Ayana goes to the website to find a hair dryer. But she doesn’t succeed right away. She knows that she needs the T-1000 model. She writes in the search box: T-1000 hair dryer and a new and wonderful world opens up to her with TM-1000 bread makers or YT 10000 Ultra toasters. Then she goes through the categories and finds hair dryers. Yay! Wait. There are 20 pages and no filter? Ayana exhales and goes to another site
What to do?
The site should be user-friendly. Do not forget about the easy-to-understand structure of the site and its pages. It seems to you: no big deal if there is no filter. Who needs it, he will find it. Yes, he will. The competition.
Let’s assume that Ayana has a lot of time and out of boredom she decided to flip through all 20 pages and finally found a hair dryer. Next to the price it says: check availability. Okay. How useful that the website has a button to contact the call center. Ayana presses the button and asks a question. Silence. She went to drink tea, read a book, and called a friend. And then, three hours later, the answer came: the product is out of stock.
What to do?
Monitor the work of the call center. During working hours, you should answer the client within 15 minutes at most. And for non-working hours, leave an automatic message where you promise to answer right in the morning. It will be a plus if the call center workers will offer options if the product you want is not available. If they’re not technically savvy, they should be able to sell and offer similar options to customers at a similar price.
Today your store finally received the long-awaited smart scales. The SMM manager makes a post about it, and an avalanche of users come flooding in with questions. But why answer questions about price, delivery, and warranties when there’s a call center for that, the SMS manager thinks? And scores comments and questions in the directorate. And so half of the people who are willing to give you money are dumped, seeing the lack of interest or answers in the vein of
What to do?
Alert the specialist to a possible influx and give them all the information and contacts of the person who will alert them to changes in price and availability. People want information here and now. They’re not going to text first to direct, then call the call center, then go to the store to find out everything they need. They are likely to leave after the first unsuccessful attempt to contact you.
And if your specialist is already overwhelmed, hire a community manager to respond to comments and questions in direct mail.
Dilshat has come to buy a refrigerator. He walks around the rows and looks at them. They all seem to be the same. But why does this one cost 20,000 more than that one? He calls up the consultant. And he asks the question. The consultant looks from one refrigerator to the next and sees no difference either. He begins to read the little cards on the products with the characteristics. And he proudly says: the difference is in the system of uniform multi-threaded cooling! What does this mean? At this point the consultant is completely lost. He apologizes, and goes to clarify (google). But Dilshat can do this himself.
What to do?
Educate your employees. Why do you need a consultant if the information he gives the customer can be googled? Professionals know not only the technical aspects of the products, but also ask about the series of apartments, the layout of rooms, ask counter questions to solve the needs of customers.
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