Make It Easy to Buy!

Since the Dallas Mavericks are just one win away from the NBA finals, I’ll take this opportunity to introduce today’s message with a quote from their billionaire owner, Mark Cuban. He clearly explained a simple but universal marketing principle. “Make your product easier to buy than your competition, or you will find your customer buying from them, not you.” On Monday, I offered an easy way to increase customer retention and lessen the chance they will choose to say no. It was to use an auto-pay system in your customer billing process.

That idea can be taken a step further if you sell products on a recurring basis. Assume for example that you sell vitamins and other health supplements. Customers probably purchase in some logical quantity or interval, such as a monthly supply. Offer incentives to authorize you to auto-ship product paid for with a monthly credit card charge or bank draft. Again, customer retention will improve since sales are no longer dependent on them finding time to visit your store. Customers are more likely to continue buying if not effectively forced to reconsider their purchase every 30 days. Finally, you have again simplified and improved your customers’ lives by saving them time and mileage.

I began today with a statement by Mark Cuban on the importance of making it easy for your customers to buy from you. American retailing pioneer F. W. Woolworth put it in even simpler terms. I end with his comment. He said, “I am the world’s worst salesman. Therefore, I must make it easy for people to buy.”

So must you!

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