When People Buy from You, They Make a Commitment

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?

Summary

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.

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