Are you easy?
When I was younger, girls who were ‘easy’ were popular for all the wrong reasons. But in business, being easy is a very good thing. Staples, the office supplies retailer, has created a whole marketing campaign around being Easy.
So, are you easy in all the right ways? Here are eight important easy questions to ask:
First, are you easy to find wherever your target customers might be looking for you? Are you easy to find in person or on the internet? Have you used ‘search engine optimisation’ to be at the top of the screen on internet searches?
If you’re exhibiting at a trade show, is your booth easy to find? If your business is on a long street, do you always state the name the closest cross street, so folks know about where you are? For example, Yonge Street in Toronto runs 40 miles from Lake Ontario to Newmarket (indeed, it goes much further, but that’s a different discussion). So, saying you’re at 8267 Yonge Street is not all that helpful.
What will you do to be easier to find? If people can’t find you, you don’t exist.
If your customers must come to you, is it easy and affordable to park or to get to you by public transportation? If not, how can you make it easier – and be amazing in the process?
Is it easy to understand what you do and all the ways you can be helpful to your target customers? The quickest way to increase sales by as much as 15% in most businesses is to make sure existing customers know about all the value you deliver.
So, what are five things you will do to make it easier for your target customers to understand what you do, and all the ways you can be helpful?
Are you easy to communicate with? Is your contact information on your web site, e-mails, letterheads, invoices, price lists and marketing materials? Do you speak your customers’ language? Do you have a phone answering system that drives people nuts? (If you do, get rid of it as soon as possible!) Do you communicate clearly in person, on your web site, in your printed material and on your contracts, invoices and packaging? Do you get back to people quickly when they have a question or problem? (Next day at the latest is the acceptable standard.)
Specifically, how will you improve your customer communication at every ‘touch point’?
Are you easy to do business with? What is it about doing business with you that drives customers nuts? Do you have processes that are inefficient, staff that are not trained or policies that are deceptive or annoying? How can you make it easier for your customers to buy – and come back for more?
Is it easy to pay you or do you make folks jump through hoops, follow confusing processes or wait in long lines to give you their money? How will you fix this?
Is it easy to trust you? Do you always do the right thing or just when it suits you? Do you deliver on your promises? Are you trustworthy? Is your entire industry considered to be untrustworthy? If so, how can you clearly differentiate yourself by becoming the one folks do trust?
Are you easy to recommend? Do you always perform in a way that people feel safe recommending you? Do you have customers or fans? Customers give you business. Fans help you grow your business. What extraordinary things can you do to turn customers into fans?
So, there you have it: eight questions to ask when looking for ways to become easier to do business with. How will you use them to be more popular – for all the ‘right’ reasons?