Confusing customers loses sales

You confuse ‘em, you lose ‘em.  That’s what a great direct marketer Paul Goldberg once said.  It’s the same for sales. You certainly wouldn’t confuse your customers intentionally. But what about when you don’t know that you’re creating confusion? 

I recently needed to purchase a certified letter for a business document I was mailing.  I asked the clerk about proof of delivery.  I was assured that I would get that. So I asked, “Does that mean I’ll be able to see who signed for the letter?”   “Well, no,” was what the clerk responded.  “You need to purchase something else in addition.” Fine. I did.  That was at 10AM.  I was instructed to go to the U.S. Postal Service website, usps.com, enter my tracking number and I would be able to see the letter’s delivery status.  That sounds easy.  It wasn’t.

I figured that it would take a few hours to get into the postal service’s computer system. I waited till 3pm to check transit status.  When I entered my tracking number I saw Not Found in big red letters.  Maybe I needed to wait a little longer.  I tried at 4:30pm.  Again, no information.  That’s when I called the post office.

I found a toll free national customer service number for the U.S. postal service.  After being on hold for an annoying 25 minutes, I was able to speak with someone. I asked why I was unable to see my letter’s transit status on line.  His answer surprised me.

He explained how certified mail works. It’s gathered in a pouch and then at the end of the day, the pouch is sent to a transit center where the mail is entered into the post office’s computer system.  He obviously knew that delivery status would not have been available during the day.  Why didn’t the post office clerk who sold it to me know this too?  Most importantly, why didn’t the clerk tell me this very important piece of information?  I would have been less confused and worried had I known that it wouldn’t have been until midnight that my letter would enter the computer system. 

When you work with customers, what is information that they need to know to make their buying experience a good one?  What information, if you withheld it, would confuse them and detract from their buying experience?  Customers need to know what “normal” is so they can prepare for it. 

They can adjust their inventory if they know that it’s normal for a delivery to be made in 10 days.  They can’t adjust if they think a delivery should be made in 5 days and you need 10.  Outline all your requirements for your customers before you enter into a working relationship with them.  That’s the only way you’re going to learn if you are going to be able to serve them well, or not. 

Customer confusion is bad for sales.  Be sure you’re not creating it when you sell.  You will set yourself up to fail if you do. 

Best wishes for your continued sales success and contact me at 972 380 0200 if you want to sell more or if you need at your next  sales meeting an interactive sales program that produces results.  

You will learn to make strategic decisions that help your customers make a buying decision and see you as the preferred supplier. Your strategy work continues as you demonstrate why they should continue to buy from you. This program will guide you to formulate your sales strategies so you get in front of the right customers, help them make buying decisions faster, and create long-term business relationships.

You will learn:

1. How to get customers to quickly understand that you are the preferred supplier.

2. How to identify the customers you can best serve.

3. How to get customers to come to you.

4. How to avoid wasting time on the wrong prospects.

5. How to be perceived as an expert so customers quickly trust you.

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