Sunday, November 25, 2007

You Have To Make It Easy

One of the most basic of rules in the world of sales and marketing is that you have to make it easy for customers to find you or they’ll readily go elsewhere. This is related to the maxim that says it’s easier and cheaper to keep an existing customer than to find a new one. I was reminded of these sales and marketing “truths” when I found myself reaching the end of what has become my favorite note-taking journal.

Over the past several decades, I have used a variety of different notebooks and journals to capture my daily business note and yet never have I found one I liked better than my current choice. It’s the right size with good quality paper, a durable cover, and it was easy to emboss with my company’s name. The only problem is that nowhere on this wonderful journal can I find any markings resembling a manufacturer’s name or model number, nor the name or phone number of the place I purchased it from. Unfortunately, no matter how much I like this journal and wish to buy more of them, it is simply impossible for me to do so.

What a waste of effort by the manufacturer and the reseller combined. They both paid good money to develop this product and market it to the world but they failed miserably to take the last few steps necessary to make it easy for a customer to remain a customer!

Imagine how much more profitable both the manufacturer’s and reseller’s business would be with one simple little change so as to readily enable repeat purchases.

What little changes should we all make in our own businesses so as to avoid a similar fate?