How many times do you give money to homeless people on the street?
What if I were to make a post that asked for $1 from you? Of course you’d do it.
What if your parent asked you for $20?
What if your lover / significant-other / best-friend needed $1000?
Recently my awesome brother was buying a house and called me on a Sunday night asking for $140,000!!!!
UH FUCK! Good to talk to you too Seth
(Seth at his wedding)
Now realize, we’ve spent 30 years together, have the same blood type and have gone through some adversity together (see book Click, adversity is a way people “click” faster)
What kind of relationship do you have with your customers?
I’m guessing you haven’t dated the same girl (Seth and I did )
Imagine the experience of a potential customer of yours.
1- Hears about your site from a tweet, friend, email-forward or advertisement, etc…
2- Clicks the link and goes to your site.
3- Spends 15 seconds trying to figure out what you actually do. (Note: it is almost always different than what you think)
4- Browses around to a section that seems interesting and reviews the product in detail.
5- Searches your company + the word scam or review in google. Sees nothing.
6- Comes back and then evaluates if what you are offering really solves their problem and is worth $25 / month.
7- Goes off to lunch
8- Comes back full-and-bloated and is now browsing Reddit.
—- 60 minutes later —-
9- Boss walks by so they are back to your product and nervously get out their wallet.
10- Purchase made and now they evaluate whether your PROMISE meets THEIR expectations.
—- Purchase finally completed —-
Think of all the steps that goes through in making the purchase decision.
This person does NOT know you at ALL.
Think to yourself, what have you done to build a relationship and TRUST so the customer wants to spend money with you.
One of the reasons I love when people refund is that it gives companies a chance to show what they stand for. It also builds trust with the company when you actually get your money back when you’re unhappy.
AppSumo stands behind our lifetime return policy and responds quickly. Ideally we don’t have refunds since people are getting more than what they want but if we miss the mark, I want them to know they can count on us. Not the best first date but could be worse
The internet MISSES out on what’s awesome about retail. People. Well, a good retail store or restaurant with well trained staff.
They get the chance to listen to the person, look them in the eye (this is related to trust) and respond accordingly.
So…What can you do online to build a relationship?
1- Live-chat. Add an option like Snap Engage or Olark.
2- Be yourself. Use language that you’d expect to read on a website. No one wants corporate speak.
3- Observe. Watch random people use your site and ask them to speak out loud. I was shocked at Facebook and Mint when I did this. Consider using Usertesting.com or another service.
4- Connect. Easily offer ways for your visitors to connect with you (email, phone, Skype, twitter, snail mail, chat-room).
5- Value. Don’t ask for money, offer value upfront. Think about dating a girl, you generally do a first date or two before you go to first base.
6- Listen. ALL feedback is good. Positive or negative it is something you can learn from. I see SO many companies scared to actually reach out and listen to their customers.
What are you doing to build a REAL relationship with your customers?