I’ve said it before and I’ll say it again:
The biggest competitor all businesses face is not another business. Our number one competitor is apathy.
You need only look at your own behaviour to understand. You might know you need to go see your physio, or get a haircut, or organise t-shirts for the fun run you’ve roped everyone into doing at work. But right now, it’s easier to do nothing than pick up the phone and make that physio appointment right? And it’s sure as hell easier to do nothing than try and figure out where on earth you’re going to get a bunch of t-shirts printed up. So what’s the number one thing you can do right this second to get your clients to buy from you?
Make their next step so easy it overrides the ease of doing nothing.
If you’re a physio – instead of people needing to ring your clinic and have days and times thrown at them by a receptionist, can they book their appointment online?
If you’re an online store – can you have one-page checkout? Can you offer PayPal as well as credit card payments so if I’m at my desk ready to buy, I don’t have to go downstairs to get my wallet – I can simply login to PayPal (I can easily remember my PayPal password but I sure as hell cannot remember my credit card details).
If you deliver the ingredients for meals – can you offer a subscription service? It’s a lot easier to just keep going with a subscription than cancel it. And it’s also a lot easier to HAVE a subscription than remember to login and pay for the same thing each week. I know when we build websites for clients there are MANY steps in the process where apathy can cause things to stall. This means we are constantly refining our systems to make each step easier for our clients. It’s beneficial in both directions – we get the job done and get paid … and the client gets their website!
So tell me in the comments.
What type of business do you have and what’s one thing you can do to make that ‘next step’ for your clients that little bit easier?