The Marketing Word | Differentiation Marketing

Archive for September 19th, 2010

When Buying is a Hassle.

I was on several stock photo sites this week, hunting for an image for a client's manual.  I just wanted to buy one stupid picture to stick into the manual and be done with it.  Doesn't seem like such a hard thing to do, does it?  Au contraire, mon cherie.

I found a suitable image just fine.  But there's no price on it.  Just the number of credits needed for the various size photos.  So now I have to go and buy credits.  How much is a credit?  Can I just buy the one credit I need?  Of course not.  I have to buy a "package of credits."   A minimum of 5 credits on one site, 15 on another.  Then I have to go back into my "shopping cart" and start the buying process all over again.  I use one of my five credits and now the company is holding MY CASH until I buy more of their stuff.  Great from the company's point of view.  Bad from this consumer's point of view.

And it's not just the stock photo sites.  Ever try to use a debit or credit card with PayPal, particularly if you have a PayPal account?  How many freaking upsells do you have to go through to buy a domain name at GoDaddy?  Have you hit sites where it's hard to find where to log on?  Ever tried to leave a casino in Vegas??

Here's the deal.  I don't want to "become a member."  I don't want to carry a discount card.  I definitely don't want some company holding my money against future sales.  I want to buy what I want to buy, when I want to buy it without having to jump through hoops or literally pay five times the price of something just to have access to it.

There is too much competition out there for you to make things difficult for your buyers.  If they can't figure out how to buy from you, they will click and in ten seconds be buying from your competitor.  Make it easy for your buyers to buy.  Put your price out there and make it easy to see -- hiding your price makes me think you are embarrassed, ashamed or feeling sheepish about the price which means you don't feel confident about your product's value.  And let your customers just give you the money without jumping through hoops.  Okay?

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