If you have reached this third part of my article, that means you have understood and have probably set up an online shop successfully and are looking for ways to close sales. If you’ve yet to read the previous article, you may do so here. Some people set up shops on social media like Facebook, Instagram, TikTok or Pinterest. Others may have their own website as we do. Since only in some countries direct checks out can be done via Facebook and Instagram, many sellers may rely on a more traditional method of selling – accepting payments through bank or e-Wallet transfer.
Whichever way you do it, the end expected result is to close sales, without which it would not make you an entrepreneur. Many would agree that online shopping is the best, as it can be done at one’s own convenience. It can be done anonymously. There need not be any interaction between the seller and buyer. It can be totally impersonal. Or it can also be personal if one chooses so.
We encourage our potential customers to engage with us prior to making that purchase. Why? Because, unlike a brick-and-mortar store where one can experience the merchandise, in online shopping, at best one gets only HD photos and reviews of past customers to rely on, before making that purchase decision. Some reviews can be very specific to allow the purchase decision would be easy. Other times one just finds `stars’ given without additional comments. What is a five-star to one customer could be no star to the other. So, written reviews are more effective ways to aid purchase decisions. Photos that accompany reviews are a bonus.
Most online sellers provide an option to return for a refund or exchange within the stipulated time but the hassle of repacking the product and sending it to the collection centre often makes one research thoroughly before deciding. This is also another behaviour that we encourage in our customers. Check thoroughly before making the purchase decision.
If you are selling online, you would probably get two types of customers – one that prefers to engage with you prior to deciding on the purchase, which may actually allow you to close more sales than what was initially intended. The second type of customer would be one that places orders straight after ensuring that the purchase can be exchanged or returned if there are defects.
We will take a look at both scenarios and see the best ways to close sales in each situation.
With customers who prefer to engage with sellers.
Creating a sense of urgency
Usually, buyers make fast decisions when they have limited time and opportunity to make a purchase. It could be the last available piece of an item, a special deal could be expiring that day or a price (or discount) that is so hard to resist and only applies on that day. Many of our best-selling designs get sold out this way because when customers realise that only limited pieces are available, they hasten their purchase decision.
Using NLP (Neuro-Language Programming) technique
We would basically be making the purchase decision subconsciously for the customer. Instead of focusing on want or not, we focus on when the customer wants it delivered. Delivery can only happen if the purchase decision has been made, right? By focusing on the next step, we are putting into the mind of the customer that the purchase is finalised, so let’s focus on the next step.
The conversation can end like this, “We will ensure you receive it within three working days. Is that good for you?” Then again there are smart customers who can answer like this: I have not decided I want to buy that. At this juncture, to retain your dignity give the customer space to make the purchase decision. Basically, shut up.
Sharp Angle Closing
This technique is more like if I scratch your back, will you scratch mine kind of approach. To receive some benefit, the customer is expected to make a purchase decision favourable to the seller.
We have used this type of approach before when our customers had asked for a discount on the customisation of designs to match their measurements. Usually, there would be a charge but many a time we have waived those charges if the customer could decide on the purchase immediately or if the customer purchases more than one design.
Emphatic closing
“How can we help you to make this purchase decision?”
A customer could be mulling over the purchase decision based on many factors. They may not voice it out for fear of appearing silly, so prodding out the reason could also help close the sales.
In our business, the size chart usually would be the reason a customer takes a long time to decide on the purchase. They could be buying for a loved one or for themselves and do not want to end up with a purchase that they have to send back for an exchange.
So, if a customer indicates the size chart as the reason for the delayed decision, we often encourage them to send a photo of the potential wearer, cover the face, and stand against or near some object. For example, we ask for a photo where the wearer stands near the door. So, we can gauge the height and probable size. Our record? 100% accuracy to date. The highlight was repeated sales from the same customer.
Soft Closing
We take a back seat here after telling the customer the benefit of the product they are buying. No pushing, no jostling. Tell them the facts and take a step back. The customer would need time and space to see the value you are offering.
One of our men’s designs actually looked good enough as wedding wear. And the price matched. So, a few of our customers were mulling over the purchase decisions. We just told them that after the Deepavali celebration, they can use the same design for wedding receptions as shimmering black would look good in event lighting. A couple of days later the order was placed.
With customers who purchase straight from the online shop
Auto-generated emails
We use this feature when we find that a customer had browsed our website, added a product to the cart, then removed the product and left.
You need to encourage the customer to reconsider the non-purchase decision. This is done by sending an automated email that offers a certain percentage off the product or a discount on the second product or a gift voucher for future purchases.
Most websites do not have this as an automatic feature, you will need to subscribe to an add-on app. It would not be expensive, may cost only a few Ringgit monthly probably. So, check out the types of apps that your host company offers.
Hunting the buyer
This is also an auto-generated email but of a different nature. It keeps hunting and haunting the customer by sending emails and by popping up your website add/product wherever the customer browses the Net. Hunter. Haunts.
Some online shops only use that for those customers who abandon their carts but these days, as long as a customer had visited a particular site, the adverts would pop up along the customer’s digital trail. An annoying buy usually works to bring the customer back to your website.
We have never used this before as we believe that our customers would make the right decision at the right time and they need not be annoyed to return to complete the purchase.
Checkout Deals
Sometimes, customers reach check out and stop there almost like an abandoned cart. They could be thinking about it from many angles – price could be one. Again, we can have auto-generated emails to offer checkout deals like – Checkout now and get a pair of free earrings.
These types of deals would need a special app to be added to your online shop because you certainly do not want someone else to purchase something and expect a pair of earrings as well. The offer should be exclusive only to that particular customer. Monitoring manually is not possible, thus ideally get an add-on app to do the work for you. The app may come with a small monthly fee.
Abandoned Cart Email
This feature is available on almost all websites. You just need to enable it so that it keeps sending reminder emails to the customer, to check out the items in the cart.
Usually, after a few days, the cart would be automatically emptied by the system. This is to ensure that in the Stock Keeping Unit (SKU), the items are returned and available for sale. Otherwise, the stock may say as low or out of stock if they remain in an abandoned cart.
Some websites would deduct from the SKU only after the sales have been checked out. In any case, it would be good to expunge abandoned carts on regular basis. This would also help the seller to keep an eye on the stocks at hand.
The important thing that every entrepreneur must remember is that each visit by potential buyers should be converted to sales. Ability to close sales would determine the success of your business.
That does not mean that you annoy the customer to purchase. Purchasing something is an emotional experience. If the emotions felt were negative, the customer is highly likely not to return or even purchase. If the emotions felt were positive, there could be repeat sales and maybe referrals.
Many of our customers came through referrals from their friends who have had positive experiences. We have had negative experiences, too. Selling online is not all hunky dory and perfect.
Remember, when you are selling online, customers prefer a smooth seamless experience which can be achieved if you have done things right from the beginning.
Generating sales is the final testimony of a successful entrepreneur.
