Are You Making It Hard For Customers To Buy From You?


What every marketer should worry about most is minimizing obstacles during the buying process–even if all it means is lacing up a pair of shoes. Run through this customer pain-point checklist to see if you’re in the clear.

One Saturday afternoon, a management consultant with retail expertise happened to be in a crowded and very busy athletic shoe store where he saw a harried sales clerk repeatedly offer a particular off-brand to his customers. After watching two sales snatched from the jaws of well-known (and more expensive) national brands, the consultant couldn’t resist asking the clerk what this smaller company’s secret was. Was there a special sales incentive? Did the store have too many of these shoes in inventory? But the clerk just pointed to the crowds of shoppers needing attention and then explained, under his breath, that this particular brand saves him a lot of time on busy Saturdays, because they ship their shoes to the store with the laces already laced up.

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