Getting prospects to buy your product is just the first step.
Often products are returned because the purchaser failed to utilize the product as intended, whether due to inactivity or confusion.
Today, more importantly than ever before, it is critical that you ensure that your customers are effectively using your product and fully enjoy the benefits so they keep it, love it, and want to buy even more from you. >
The Power of Compliance is about first getting the customer to utilize the product as intended. Failure to do so will ensure it is returned for a refund and often will lead to the customer no longer purchasing from you.
I bought this gadget in order to make putting up my Christmas lights easier. Simply hook the gizmo to the strand of lights, extend the pole 15 or 20 feet, and snap them on the gutter. Simple enough? Well, after 3 of us could not figure out how to get it to work, we returned it to the store along with the disposable hooks that we would have needed year after year. Simply providing more comprehensive instructions in the package as well as online, and/or an 800 number, would have ensured I used the gadget correctly.
The Power of Compliance applies to many types of purchases, especially those that are repeat in nature.
Apple is doing just fine… Record growth, record profits and products that are in massively high demand. We previously bought one for my mom and received the following email:
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Join us for a free workshop. Come back to the Apple Store for free workshops created for new iPhone owners of all experience levels. Sign up for our Getting Started and Going Further workshops to take your skills to the next level. See all workshops | Get your questions answered. If you have questions about your iPhone, our Apple support team is here to help. We can even call you at your convenience. Support calls are free for the first 90 days after you purchase your iPhone. |
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Siri. Your intelligent assistant. | Find My iPhone. Set up Find My iPhone in a few simple steps. So if you ever lose your iPhone, you can see its approximate location on a map, display a message on it, and remotely erase its data. |
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Photo Stream and iCloud. With Photo Stream, take a picture on your iPhone and it automatically shows up on your iPad, Mac, and PC. Learn more about Photo Stream and iCloud
| Discover the amazing App Store. You’ll find over 500,000 apps in just about any category: productivity, social networking, education, and more. And many of them are free. Here’s a handpicked collection of apps to get you started. View the Apps Starter Kit |
Notice that they are focused on getting my Mom to COMPLY… or that is, understand how to use the phone and to maximize the features she uses. Instructions via video demonstrations; customer service reps standing by to help her; and even classes to teach her how to fully take advantage of these features!
Why do they do all this? Well, my guess is the reasons include the fact that it dramatically reduces returns (due to frustration or buyer’s remorse from spending too much for something they will not fully use). It also ensures she will keep the phone longer as she gets reliant on the phones capabilities – likely leading to her buying the iPhone 5 when it comes out. The more features she uses, the more locked into Apple she becomes.
Perhaps this explains Apple’s cult like loyalty, even when their products are missing key capabilities that the competitors possess (4G… Larger screen, Better camera etc).
And it does not stop there. Compliance leads to buying other Apple products and recommending them to friends.
So my Profit Tip this week is to evaluate how well your customers are utilizing your products or services and how effectively they are enjoying the full benefits. This will ensure you reduce returns, increase buying frequency, and create raving fans.
Till next time.
To Your Success,
Scott
