Getting Married to your buyers

When People Buy from You, They Make a Commitment

Getting Married to your buyers

Buyers make a commitment to you, do you make a commitment back?

Lets think about this for a few moments as its sometimes just glazed over, its very easy to do so, with suppliers calling, all those emails to answer and packages to pack, not to mention the kids are going to need picking up later. But are we missing what a epic journey your customer has just been on?

Unless you’re selling “consumable goods” like bread & milk, the buyer that just purchased from you, has probably been through quite an ordeal to make that purchase.

Not a one click & forget

eBay isn’t a one-click purchase, Amazon can be, I used it once, but still prefer to “checkout” to ensure the details are correct. Its even worse on most websites, with no uniform checkout process. They [the customer] has had to work to make the purchase from you and even then they still have doubts.

What have they been through so far?

So with the buyer in mind, lets flip-ourselves into their shoe, to see what they’ve completed to actually buy the item from you.

  1. They found the item you sell
    Probably amongst hundreds of others. Quite a feat.
  2. They probably bookmarked the item, or added it to their watch list
    This is especially true for “considered purchases”, typically items over £40-50
  3. They’re happy with “you”
    They checked your feedback and read the negs & neuts and are still happy
  4. They’re happy with the description
    After scouring the other products, they’ve decided that this item is “right for them”
  5. They’ve envisaged using the product
    Think fashion or a drain rod set. One’s going to solve an emotional need to look great, the other, well…
  6. They’ve jumped hoops to pay for the item
    Is the eBay checkout really that straight forward? Is the Amazon checkout that straight forward either? Logging in, signing into PayPal, these are all barriers that the customer has just been through and could have tripped up at any one of them.
  7. They’ve handed over their money in good-will
    The irony is that for both eBay & Amazon, they have paid you in “good will” before even having the goods. If you were in Tesco shopping, while you may not be able to open up the bread and take a bite (unless you have kids and they’ll do it anyway), you can still interact with it, check its consistency and “personally inspect it”.
  8. They still have doubts
    Even though they’ve been through all the barriers above, they still have doubts. Is the item right? What if its damaged? Will it turn up? Will I be in to collect it? Did they get the mooney? Did I screw something up in the checkout process? Pants, was that my old address or my new address I used?


Its like getting married (an experience I’m looking forward to next year), one party is making an epic commitment to you, what are you giving back in return?

Its easy to get consumed with the day-to-day actives and forget that your buyers have been through an epic ordeal to buy the goods or services from you.

Stop - Take Action!What are YOU going to do?
What can you do to make the buyers tasks easier? What can you do right now to over-come barriers or quash doubts?

Image source: Adamjonfuller

6 replies
  1. Murray Lunn
    Murray Lunn says:

    This is actually one of the biggest things I miss ever since leaving my job at an eCommerce company. I loved the thrill of being able to interact with your customers – I didn’t get to talk to them on the phone as much since I was the webmaster but when I did it was extremely rewarding because it put a voice to the people on the other end.

    Being online, you start to forget that you’re interacting with humans on the other end. What I try to replicate in my PLR business is that mom and pop feel – I email people the moment they make a purchase and try to get a hold of them on Skype – if possible – because I want to know their reactions and experiences other than just getting their money.

    • Matthew Ogborne
      Matthew Ogborne says:

      Howdy Murray,

      Yes I know that feeling very well. As Gill mentioned:

      “buying online is sterile process”

      The idea of trying to emulate “that mom and pop feel” is very curious, its something I’m dancing around currently with ProjectE and stil; don’t have a solution. Lots of ideas, but nothing concrete.


  2. Gill McArdle
    Gill McArdle says:

    Good article Matt – buying online is sterile process and quite unlike going into a store as you point out. Engaging with customers is of paramount importance to us – whether it’s a quick email acknowledging an order, a phone call to clarify their requirements or a hand written ‘Thank You’ on their order form. These are little things that make the customers experience of shopping with us a bit more personal and it pays as they always comment on our communication and service and more importantly become repeat customers.


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