Why Storefront Rocks
That’s the distance between my old home and my new one. For my bank, however, the difference might be equivalent to living on Mars versus living on Pluto. As such, I had to do one of the most difficult things known to man: Switch banks.
No toaster gift.
It was a nightmare.
The worst part of the experience wasn’t the new old guy fighting his way through the computer system until he finally had to call his manager over. It wasn’t the fact that I could just ask for Basic Checking without sitting through their, “Get to know you” process that ended up with a Basic Checking account. Nor was it the frustration of this guy asking me questions and then telling me story after story about his own life (see previous blogs on the subject of talking too much about yourself). No, the worst part of it all was having to sign up for online banking.
Verizon, Verizon wireless, my ex-wife, my kids, my church, electric company, the gas company, and on and on and on. Setting up my online account required me to look up addresses and account numbers. Had Jennifer not been beside me for the second half of this excursion, I likely would have excused myself and kept banking with Pluto National Bank despite the inconveniences and any and all fees.
Do you see where I’m going with this?
Get your customer signed up for whatever form of online ordering you can. Once they go through the work of loading up their inventory and learning the system, it will take far more than a toaster to get them to switch.
Bill Farquharson can be reached at (781) 934-7036 or firstname.lastname@example.org
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Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.