This is the fourth post in the five-part series on email customer contact.
In the previous part I explained how to answer questions. This post will explain what you should offer along with the answers. In other words, how to sell to customers looking for answers.
Unless you only have one product, people will ask for help choosing between options. The closer the products are to each other, in terms of functionality, the more confused people are.
An example is web hosting. Shared hosting, VPS hosting, and dedicated servers aren’t something most people understand. Or even want to understand.
The difference is clear to you if you sell the service. But your customers may not see any difference.
Most web hosting companies have carefully explained the differences on their websites and sales pages. But it took me three emails to a hosting company to even remotely understand what the explanations mean. I guess they should’ve read the previous post in this series.
(A hint to web hosting companies: The average blogger doesn’t know how much RAM their server should have. They only know how many visitors and pageviews they approximately get.)
The problem is the language you use. If it takes expertise to understand your explanation, rewrite it. Unless you sell something only a highly trained professional will be interested in, imagine you’re explaining your products to a 7-year old child.
It isn’t enough to make your customer understand your product. They need to understand the difference between your products.
The customer will tell you what’s their interest in your products when they first contact you. They may not spell it out, but it is whatever they focus on. When you explain the differences use the customer’s interest as the metric.
When I contacted the web hosting company, I was interested in loading speed. They missed that and told me how much RAM each option had. I know those two are related, but I don’t know how.
What really surprises me, is how willing companies are to miss out on sales. I was very interested in buying their service but they never told me which service would suit my needs.
So, even if the customer didn’t directly ask for a recommendation you should make one. Don’t make it pushy, just say, “I believe a VPS hosting plan would be best for you at this time. I think so because…”
And finally: make it extremely simple for them to buy. Say something like, “If this option seems good to you, can you please send *required information*, so I can set the service up for you.”
The decision to buy shouldn’t require much thought. Don’t force your customers to think when they don’t want to think.
The last part of this series comes tomorrow. It’s about what you should say in your last contact with the customer.
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