Buyer Beware

Not an indicator you want to share with customers or prospects.

186025Face the facts. Something occurring in the buyers purchase cycle can cause people to rethink their purchase. Here are a few of my pet peeves that make me stop and think.

Agreements. You know the ones you get just before you decide to buy, such as “by checking the box you agree to abide by the 22 page document you read in six-point type and forever hold us harmless.”

Use of product. Once you approve this purchase, we can change any of your future use regarding the product as long as it is in our best interest. If you are unable to find out what this interest may be, please send $29.95 to us after filling out the easy 62 step questionnaire located on our website. A set of booklets containing every term known to man will be shipped upon receipt of the answered questionnaire.

Price starting at… Finally, you see a price for a product you must-have is now budget friendly according to the advertisement. With each click of the mouse you move closer to your must-have product.

As you start to click on all the added must-have accessories, and finally hit the total price, you see reality. The “starting at” price is now a mere pittance of the new advertised price. As the air of euphoria now leaves your body you smell a rat. Once again duped, you cross off your must-have product and you open the window for fresh air.

Perhaps I’ve taken too much leeway with my levity, but I think you get the point. As a small business, the last thing you need is to have a person abandon the purchase because of confusion.

If you need to make a statement about their transaction before the final click, make it user friendly. A carefully worded explanation is all it may take to make the transaction final.

Never stop learning more about your customers and understand their needs. It just might be the difference in a sale many times over.

Thanks for reading and please share this post with others. It’s greatly appreciated.

Comments? Things which may cause you to stop and think about making a purchase?

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.

© 2013 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art or John Deuerling.


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About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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