By Ruoro Kairu
How profitable is your company? Are you meeting the sales targets to keep your business thriving and growing?
When it comes to making a purchase, you might want to control every aspect and process. However, with the changing trends in business dynamics, the customer wants to yield more control. Irrespective of the size of your company, giving the customer more control over the purchasing process will prove beneficial to your company.
While this may be an unusual approach, you could look at it from your point of view. When did you last make an online purchase? How free was the progression and how much of the process was within your control?
Part of why online businesses like Jumia, Masoko, and even Amazon have excelled, is by handing the purchasing freedom to the customer.
Millennial customers, especially, are leaning more towards companies that give them purchasing freedom.
Exactly how are you supposed to grant this purchasing freedom? Here are a few principles and tips to guide you.
1. Understand money can come from anywhere
Ultimately, the success of your business is determined by the customers buying your products and services.
Experts advise you have flexible payment options.
A great example is looking at how money payment platforms have taken off in the region over the last few years. Today, you’ll notice many customers paying for goods ranging from petroleum, household goods, and even medicine with mobile money platforms.
For your business, try to incorporate major payment options like mobile platforms such as M-Pesa, major cards such as MasterCard and Visa, and only payment solutions such as PayPal. With such flexibility, a potential customer will not feel the pain of transferring money from one platform to another and possibly incur transfer charges.
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2. Understand your brand’s appeal to the customer
Today, it is rare to find a company that exists without competition. While brand loyalty is held in high regard, consumers who feel unappreciated by a brand will soon move to another brand.
Moreover, in the age of the internet, consumer empowerment drives customers to and from your company. When you learn of your customer segment or niche market, look for ways to appeal to them.
When satisfied by your product, Loyal customers will always spread the word to their friends and network.
How do you ensure your customers are satisfied? Here are some ways.
- Improve your product and customize it to fit your specific customers.
- Improve your customer service relations with the client.
- Make it easy for the customers to give feedback that you can actively work on.
3. Understand the importance of an effective sales team
At one point or another, you have been approached by a salesperson that was on your face and almost forced you to purchase what they were selling. Rarely will you buy their products.
There are also salespeople who are warm and treat every customer and potential customer with respect and esteem. It is easy for a customer to buy from such a salesperson. Instead of your salespeople pressuring customers to purchase their products, the approach should be laid on giving the customer the benefits of your product and allowing them to choose to buy into your product.
When a customer feels cornered, they will likely not purchase the product. When they feel they have the freedom of choice, they will likely purchase the product.
In today’s business world, customers want to feel they have a choice to the actions they take. When they feel forced to buy a product, they will move to a competitor. When you, however, share your benefits and allow them to make the conscious decision, they will stick as loyal repeat customers.