Keep it Simple and Easy

I had planned to discuss how the sales process really didn’t need to be all that complicated. By keeping it simple and repeatable you can build a very successful sales team.

But as I began writing the article, I began to realize that while simple is exactly what we need to help ourselves as sales and account managers with the sales process, we must never forget to keep the process simple and easy for the customer.

I was talking last week with one of our managers and he told me that one of his long time customer’s had commented about us not being as easy to do business with as we used to be.

This is one of my fears that in our attempts to be efficient, accurate and striving for perfection that we may at times forget how the customer is affected. How many times do we put processes in place with little regard to the customer’s experience?

Take for instance the signature capture machines at most checkout stands. Please realize that I am not much of a shopper and I try to pay with cash when possible. So this may be more of a rant than a good example but for me I hate those machines.

First of all, when is the best time to swipe the card? I usually wait until the cashier looks at me disapprovingly and tells me to go ahead and swipe my card.  Then I have to figure out which way to turn the card. I usually hear “try it again”.

Next, I have to try to read the small scratched up screen and check on the correct box. Why couldn’t they say the same thing? One place you are asked to check “yes” if everything is correct other place it’s “no” I don’t need anything else.

Maybe then I get to the signature box. I know there is no way what I scribble in the box resembles my signature. Have you ever noticed there is not an eraser on those pens?

Many times, the cashier will ask to see the card and type in a couple of numbers from the front or back of the card.

So why do I have to go through all the hassle with the little box with the scratched up screen answering questions, if the cashier is going to ask for my card anyway?

I’m sure there is a legitimate reason for the machines. Capturing my signature electronically is a reasonable expectation but if you’re going to ask to see my card don’t put me through all the other hassles. Heck, I had to sign one of those machines the other day when I paid cash. I wonder who added that process.

I know this was a silly example but please begin to review “your” processes and customer touch points and ask yourself “Is this simple and easy for the customer?”

Maybe better yet, “Is this process even needed at all?”

Thank you for taking time to read this post. If you have any examples of processes that makes buying harder for you than it needs to be, please leave a comment below or you can email me at feedback@wewaonthenet.com.

You can also follow me on Twitter at www.twitter.com/WE_Ward.

Now let’s get out there and over-deliver!