People want to feel good about the purchases they make. Do your best to ensure you have provided the experience that your client desires, without making them second-guess the process, product, or service.
However, I regularly see companies and sales-people do something that transforms a satisfied customer into one that questions the experience.
In an article by Seth Godin, he discusses KIMO, or “Knowing I Missed Out.” In the article, Seth discusses joining a subscription olive oil delivery. The included newsletter mentioned that they split the shipment due to demand. Subscribers received a description of both olive oils. As in human nature, he liked the description of the olive oil that he didn’t receive, better than the one that arrived. The company could have sent just the corresponding description, and Seth and the other customers would have been blissfully pleased with their purchase. Check out the full article here.
“Giving those you serve the satisfaction of knowing that they made a great choice is a fine service to offer,” wrote Seth. Once the decision has been made, do not jeopardize their feelings by doing something that could make them regret what they purchased.
A few of the most common mistakes companies make that cause KIMO for the customer are:
- Apologize for something unnecessary and out-of-the-blue. Don’t get me wrong, if you messed up, sincerely apologize. However, don’t apologize for something the customer is unaware of and does not affect their perception of transactions. For example, when you are still within the expected delivery time, apologizing for taking too long to deliver because you are training someone new or don’t have your best person on it, is unnecessary. The customer will wonder if they received the best, or a subpar deliverable. What to do instead: Only apologize if you mess up.
- Provide a free gift for a review. The client will wonder if all of the reviews were fake and feel hoodwinked into buying a product that could be subpar. If you need repeat business, this is not a good model. What to do instead: Ask for a review and make it very easy to provide one.
- Unclear expectations lead to customers wondering if they will receive what they need, and if you will be able to deliver. A downward spiral will start where the customer is second-guessing every milestone and deliverable. What to do instead: Clearly state the process and what the customer will receive.
- Assuming the customer knows what they want without understanding their needs and only showing the option they request. The customer will soon find out that they did not receive what they needed, and the investment of time and money will result in a bitter customer. What to do instead: A few questions will uncover whether the customer would benefit from another product or service.
- Making the purchase a challenge for the client. Customers will move through the buying cycle differently. Requiring every customer to go through the same extensive process can be too much for a customer who is ready to buy now. If it is so difficult to purchase the product/service, how difficult will it be to own? What to do instead: Remove all the obstacles and processes from the buying cycle that don’t allow flexibility for the client to buy when they are ready.
Your customer doesn’t need a perfect experience to make their buying experience a good one. Eliminate the customer’s opportunity to wonder if they could have received a better deal, product/service, or experience.
If you do not see growth in your returning clients, KIMO could be a culprit. If you would like to AMP up the growth of your established B2B company, contact me today for a free one-hour consultation to determine how I can help you. There is no obligation and no pressure, just a frank discussion of your company’s needs and goals. Even if we don’t move forward, I will give you some solid ideas for growing your company.