that they call you – that might work. And the other point here is to capture no more personal data than is absolutely necessary to serve the current request. I don’t think that you need my email, daytime, evening telephone number and my date of birth in order to serve me with the data that I have arrived for and so this is a signal to me that you’re not respecting my right to anonymity nor are you respecting my rights around data.
NJ: Is it better to keep information that you would rather not be asked about off your website? TW: No, it is important to answer all reasonable questions. There are lots of reasonable questions that a customer could ask, and those questions could be about something you don’t want them to know , about charges or a not particularly market leading returns policy, but the fact that you don’t put that information on the site means they can’t buy – if you put the information on the site, answer the questions and ,OK, the information itself may not be flattering but at least you put the information there on the site – well you’re still at the races. So don’t try to editorialise over the questions that consumers want answers to, do research, understand what it is they need to know in order to buy and give them that information. However flattering it is.
NJ: So, what is the best way to go about securing a sale? TW: Be persuasive at the appropriate time in the interaction. Shoppers will ignore promotion, heavy calls to action and sales chat until this basic information need, this goal, is met but actually once they’ve achieved that goal, they become actively much more interested in why you think you’re good and why you think someone should buy from you rather than your competitors. Most companies’ instincts are to shout and throw sales talk and promotions into the very first moments of interaction, where people are extremely closed minded to them and then fail miserably to be persuasive around the point of sale or around the point of decision when people are really hungry for information about why you’re good.
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE 11
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