Although the rule of thumb in achieving customer satisfaction is to say what customers want to hear, business owners often talk about what they think is important. In trying to sell products, they play up the features they like, without considering whether these are the features that customers are looking for. Instead of doing this, find out what your customers want and talk about that. This applies not only to face-to-face sales pitches, but also to the design of websites and advertisements. Above all, be sensitive to what customers want.
In saying what customers want to hear, you don’t always have to be accurate. Imagine you are running a fun site for a sports team that is in a slump, having lost a lot of games, and has little hope of winning a title. You might be tempted to criticize things like the coaches or players, but even if your criticism is accurate and all of the fans agree with it, it won’t help increase traffic to your site if it makes people feel bad. Instead, why not write about the totally unrealistic possibility of winning the series title, even if it would mean winning every game for the rest of the season and the other teams losing 10 in a row? A crazy, hopeful story like this could keep fans interested in your site, just because it’s what they want to hear.
Of course, satisfaction with your products or services is important, but it’s not the only thing that will satisfy customers and make them come back for more. The feeling of your website, how you reply to email, and every other little thing you do will be taken into account. In one case, a woman I know decided to frequent a store based on the fact that one of their clerks had said that he liked her hairstyle. Even though this had nothing to do with the products at the store, she decided to keep coming back. If you tell customers want to hear, they will keep being loyal customers.
The most common product names are given by manufacturers, like “Nikon Coolpix S6000” or “Nikon Coolpix S8100.” If you were a manufacturer’s employee, you’d know all the details of the products by those coded IDs. However, the general public won’t have any clue. Fortunately, to make it clear, you just need to add brief descriptions to the name, i.e.
- Nikon Coolpixs S6000, wide angle, 7x zoom
- Nikon Coolpixs S8100, HD movie
Now, people can tell the differences between those two products. This is such a simple thing, but it means visitors no longer have to click every link on your product list and check each product’s details. They can now just click the links with features they are interested in. As a result, visitors can make buying decisions before changing their minds.
Descriptive names also help with Search Engine Optimization (SEO). For example, when an Internet user searches for “wide angle digital camera”, it is obvious that “Coolpix S6000 wide angle 7x zoom” will be ranked higher than “Coolpixs S6000.” Moreover, today’s search engines give heavy weight to the relevancy of search keywords and anchor texts (clickable text). If you use descriptive names as anchor text, you can achieve even better search result rankings.
Of course, you can use the same technique on your own products. You can give your products any name you please, i.e. “Safety Plan” or “Fully Loaded Plan.” When you post those names on your website, make sure to add descriptions to them, like
- Safety Plan, computer virus removal
- Fully Loaded Plan, virus removal, data backup
Even though you have no previous knowledge of the products that I’ve just made up, with a few extra words, you know what those products are. This clarity will boost your sales.