It may be easier for your customers to find you on a Google search than it is to find your contact card in their phone or PDA. Surprising, but true. How many times do we add a contact’s e-mail to our Rolodex, but never take the time to hunt down their phone number and add that in, too?
It happened to me all too recently. There I was, standing in a parking lot, needing to talk to a great freelance writer I know, but I just didn’t have her phone number handy. In fact, I had been pulling up her name and phone number from e-mail, and just couldn’t find her last message fast enough. So I used my smart phone to Google her name. She came up in the first result (as my name also does) and there she had it … her phone number right there on her Web page. Easy to find! Within 5 minutes we were on the phone, and I was able to book her time in the 15 minutes I had available that day.
How much easier, would it be, to simply have a vendor’s phone number in the banner?
Of course, it depends on what type of business you are in, and how much effort you want to spend answering incoming phone calls, but guaranteed it will help people to find you easily and quickly … even faster than if you had a phone book listing.
The other reason you might want to add your phone number is to “reduce friction” on your Web site. Friction is the resistence people feel when they do business on the Internet. Research has found simply having your phone number will boost opt-in rates and improve sales. It’s just another way people can quickly get in touch with you. It also shows you are someone “real.” Having your picture in the header and a clear statement about what it is you do also reduces friction by making it obvious within 5 seconds what your site is about.
What are other ways you’ve found to reduce friction on your site? What do you think your customers looking for when they come to your Web site? What personal touches can you add to make it fun to do business with you? Share your ideas in the Comment section below.
As small business owners, we are especially eager to see our customers succeed. But keep your language and enthusiasm in tune to what is needed. Don’t overwhelm your prospects with too many options or choices all at once. Keep the conversation comfortable.
In Hawaii, people always want to bring something to eat when celebrating a special occasion. Sharing food is a way to share trust. But ever notice what happens when parents come over? They will bring a 10 pound ham, hamburger casserole and lots of cookies and treats! This is how some entrepreneurs work with their customers. They are so eager to talk about everything they have to offer, it can be too much for the customer.
Look for the following signs to see if your enthusiasm might actually be scaring customers away:
1. They’ve Stopped Calling
Was your new client highly enthusiastic? Did they respond to each of your phone calls and e-mails, only to suddenly drop off with no real reason or explanation? Has it suddenly become harder for you to get in touch with them?
Ask yourself if you’ve been smothering them with too much information. Have you been throwing out too much too soon?
2. They’ve Stopped Asking Questions
Were your clients initially intrigued with all the new possibilities you offered them? Do you work in an industry that is complicated and hard to understand? It may be your clients feel confused or intimidated after having talked with you.
If you suspect your customers are feeling “less than” after having a conversation with you, make sure you’re not talking over their head or throwing too much jargon their way. Sometimes we use industry speak as a quick shorthand in business, but leave the jargon out when talking to your customers. Speak to them in friendly, conversational, every-day language, just like you would with your neighbor or best friend.
3. They Feel Left Out
You don’t want to be like the popular kid at school, while your client feels left out. Make sure the two of you are in sync every step of the way. Even if they encourage you to take the initiative or say they don’t want to be involved — touch base weekly with an in-person visit or two just to say hello and see how they are. Over time, projects have a way of taking on their own life, and you don’t want your client being left in the dark. Be reassuring and inclusive.
As business owners, we sometimes treat our customers as family. But if we give away too much too soon, it can have the opposite effect. Be akamai, and take it slow. Use your business sense and be careful with the way to introduce your products and services.
