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Easy = Sales. How Easy Is It To Do Business With You?


Bronze Contributor
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Feb 20, 2016
The $$$ is in making X task easier.

When a customer buys something from you, s/he is performing a task, so it makes sense to make it easier.

I was just reading this (part 2 of a series) The Worst Question a Salesperson Can Ask and these paragraphs resonated so much with this threat:

In a survey of more than 5,000 business customers, we found that of all of the possible factors that could drive customer loyalty — including brand, product and service quality, and price-to-value ratio — by far the biggest driver is something most companies don’t even think about: the sales experience, accounting for 53% of the overall total. [emphasis mine]

Customer loyalty, it turns out, is more a function of how you sell than what you sell. Specifically, customers reward suppliers who “offer unique and valuable perspectives on the market” and “educate them on new issues and outcomes.”

Although the sales experience involves the whole process IMO, including anything that happens post-sale!
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MJ DeMarco

I followed the science; all I found was money.
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Jul 23, 2007

Damien C

Bronze Contributor
Speedway Pass
Mar 19, 2018
Melbourne, Australia
I've run sites where I collected payment details before first and last names. Works. Long forms and clunky processes reduce payments. Attention spans are at an all time low and if they get frustrated they tab out as fast as they were in and go looking for the next hit of dopamine.


New Contributor
Feb 7, 2021
The easier it is for customers to give you money, the more sales you will make.

The more hoops, the less sales you get, and customers go elsewhere.

Here's a true story. @Chitown.

My regular pool cleaner moved out of the area.

I need to find a new weekly pool service.

I found 3 in my local area...

First was my expectations profile...

I expect the potential pool guy would want to visit first before quoting, which meant, I would need to make an appointment and be home when he arrived.

So here goes:

The first guy, no answer on his phone... website was a "godaddy webtool" looking.

Second guy, nice website and for a quote he had a long "contact us" form complete with some detailed pool questions, like how many gallons? How old? Some of the questions I wasn't sure. Or it said to simply call.

The third guy I hired.

View attachment 37439

I hired the guy who offered the simpliest way to be hired. I'm not even sure if he was the cheapest.

And it was no contact.

Question to ask yourself (and myself) is, how easy are we making it for our customers to cross the chasm from "interested" to "buyer?"

The more hoops (long forms, unanswered phone calls, 2 days waits, "lets make an appt!") the less sales will convert.

Something to think about...

I definitely agree. I myself have bought so many times due to simplicity. My old job client in LA was in the travel/tourism industry. We had to do many many websites for tour operators, travel agencies, airlines, etc.

We always focused on putting the simplest way to contact right up front as the main priority at all times.

It should be right up top or right up front and make it EASY for a customer/client to contact you

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