How To Sell To The Lazy Consumer

How To Sell To The Lazy Consumer

James Rayers | 7/12/2011

I am a lazy consumer. I learned my ABC’s on YouTube and found my friends on Facebook. I live by some hard and fast rules when buying online and if you don’t make the grade, you don’t make the sale.

Search

I use a computer so I don’t have to walk around a store for hours to find what I want. Your website search function needs to get me to my product as soon as possible or I am going elsewhere. If I need to browse your website at all, baseball rules apply: three clicks and I’m out.

In an ideal world I don’t even want to contend with your website. Put your product at the top of Google or ensure it is the cheapest in a price comparison website and you have a chance of getting my business.

Video

I am from the digital age. The last book I read was a podcast. If you don’t explain your website and product to me with an entertaining video then I will go to a website that does. Every word I am forced to read is a step closer to me leaving.

Deals & Details

Offer me a great deal and you can have my details. Whether you give me a coupon for my email address or a $1 product for my credit card details, anything you can get from me is gold.

Once you get my credit card details it is easier to get my business again. I am so lazy that sometimes if my credit card is not in front of me, I cancel my sale. Make sure you have my info ready, or offer me an easier way to checkout.

If somehow you manage to persuade me to share my email, I don’t want to hear about your 5% off sale on socks. If anything arrives in my inbox it better be an incredible deal or I will unsubscribe, never to return.

Free & fast shipping is a sure fire way to earn my respect. Absorb the delivery cost into the product and don’t tell me, but don’t put an extra $15 on my bill at checkout.

Contact

I am an ignorant recluse. I didn’t come here to answer my own question by trawling through your FAQ, and I don’t want to waste my mobile talk-time calling your helpline. I want to use my computer.

Let me interact with someone using an in-situ chat service or give me a rapid response to my email enquiry. Independent eBay sellers go out of their way to respond to my emails quickly, I expect the same diligence from you.

If you meet all these requirements you might be lucky enough to get my business. Just make sure I know exactly when the package is arriving and let me track it to the door.

If I’ve made it this far then you should make sure I can find you on Facebook. I might just like your page and notify a whole generation of lazy consumers.

tags: Online Marketing