Being an E-commerce seller is a challenging prospect. You are at a disadvantage against the customer as you cannot actively participate in the negotiation. Customers can look around to compare prices. They can read reviews to determine the pros and cons of a product. The customer has more information and therefore has more power over their choices as compared to seeing your product face to face without any competitors in sight. Nonetheless, you can find success in closing more online sales for your e-commerce site. Here are five tips to help you do just that.
The trick to selling anything is to never assume that you can sell anything to just anybody. Regardless of what you carry in your online store, it is important to have a clear image of your buyer. What problems do they deal with? What demographic do they belong in? Are they individuals or a corporation? By anticipating their needs ahead of time, you place yourself in a better position once they start asking questions.
Also, do not launch into a sales pitch right away. Talk to your potential prospects about themselves. Make it about them. Even if you cannot meet them face-to-face, you can utilize surveys, contact forms or reviews to gain insights as to what your clients think of the brand.
Position yourself as someone who wants to help and not someone who wants to sell. Humanize the conversation and buyers will be a lot more amiable to closing a sale with you. They will be more receptive to your suggestions if they feel like you know them on a personal level.
Likewise, conducting research to determine your ideal buyer does not mean writing off other prospects entirely. In conducting business online, never assume that a buyer is not open to forking out the cash for your expensive product.
Frugal and practical people can get over their reluctance to splurge every now and then. Some people are willing to spend extra for benefits like same-day shipping or a solid return or exchange policy. Savvier people that really know the ins-and-outs of a product will choose the pricier but more reliable option.
And just because you’ve dealt with difficult customers in the past, it does not mean other people like them will be as difficult. People are all different from one another with different needs. Depending on your approach, even the most unlikely prospect can turn into a customer.
Explore the Advantage of Positioning
Think about the time you last entered a brick-and-mortar store. These stores employ a variety of subtle tricks to help them position the products they really want to sell better. Pricier items are placed at eye-level to make them visible right away. Colorful produce and tasty baked treats are stocked in front while dairy and essentials are placed in the back. They take advantage of store layout, colors and music to relax customers and make them more receptive to getting items from the aisles.
You may be familiar with the product “tiers” as well. For example, you go to an appliance store and see three ovens. One oven is priced the highest at $3200 featuring a double oven design with a built-in stovetop. Another is a cheaper, single-load electric oven priced at $300. The last one is a middle-of-the-road single oven with stovetop for $1700. Chances are most people might gravitate towards the middle option. Most often, it is that middle option which the seller really wants to sell immediately.
Similar strategies can be used in your online store. You can use appealing colors that speak your brand name and puts shoppers in a relaxed mood. Likewise, you can create product bundles that resemble the “tiers” mentioned above like providing a bare-bones phone for cheap, an expensive one with charger, case and headphones and a middle choice that includes phone and charger.
Lastly, setting good policies for warranties, returns and replacements can really entice customers to consider you over a competitor with a stricter policy.
Use Upselling and Cross-selling to your Advantage
It is the same tactic as a traditional brick-and-mortar store. Offer certain premiums and freebies such as throwing in a free songbook or capo with a guitar purchase. Offering related products can help increase profits even from medium and high price items.
The tactic works well once you’ve already convinced the customer to purchase the primary item you wish to sell. Going back to the earlier oven example, offering baking trays, oven shelves or even mitts will entice the customer further. Since the oven they bought is on its way, convincing them to improve the experience should not be too difficult.
Utilize Case Studies and Testimonials
Customers may still have misgivings about buying your product or services regardless of your pitch. In that case, this is where testimonials from successful buyers will come in handy. Sharing testimonials and positive reviews from other customers go a long way in relieving purchasing anxiety. It is no longer your word against any reservations they may have.
Likewise, you can also use customer complaints to your advantage by demonstrating prompt and efficient customer service. Responding to complaints and helping out with problems will likewise grow confidence in your brand.
By making customers feel like they are among peers and colleagues; people in a similar boat, they will be much more comfortable accepting your product.
Want to know more about landing more sales and providing excellent customer service? Talk to us today.