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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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

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