Do Small Businesses Make it Difficult for Customers to Buy ?

When customers visit most large retails outlets - such as a supermarket, or clothes store, the buying process is remarkably simple and straightforward.

And the store owners help encourage the buying process in several ways :

* Helpful signs show buyers where to go to find the products they want
* Goods are displayed in a manner which makes viewing easy
* Additional information is provided, such as diertary guidance, and size information
* Clear pricing enables customers to choose the product which best suits their needs
* Access to customer service is available to deal with post-purchase queries.

The above applies whether the store is a physical one or an online store.

By contrast, I have found the buying experience at some small businesses quite different and often difficult - particularly with online shops.

Often it can be difficult to locate the products of interest - and the customer may have to hunt around to find them. It can often be difficult to find out the pricing for specific products and services. Either it's not available, or the business owner will advise that they need more information in order to provide a quotation.

And the process of making a purchase can be difficult too. In a recent case I encountered a business where I had to write and ask them about the process of placing an order for their services - because it wasn't on their site !

For business owners, its important to be aware, that any one of the above situations can be enough to deter a customer from buying from your business, and going elsewhere, and never coming back.

To avoid this situation I recommend you review your buying processes - whether you have a physical shop or a website - and test the customer enquiry, ordering, and support processes. Or better still get someone else not connected with your business to do it for you and give you some honest feedback.

Their feedback could mean the difference between you winning and losing future business.

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Regards

George Montgomery

GBS Group - Business Development Consultants

http://www.gbs-group.co.uk