Are Your Customers' Blisters Losing You Sales?

When you have a blister, you can concentrate on little else. But have you addressed the blisters in your business, that prevent prospects from purchasing from you?

Mmmmmm, at last, you’re on holiday in your dream destination.

You’ve worked hard, and boy are you planning to make the most of this break. Hey, maybe you’ll even do a bit of extra exercise in these inspiring surroundings. Just as well that you packed your barely-used trainers!

Early the next morning you pull on your trainers. Yes, a sleep-in might be nice, but oh boy, you don’t want to miss a moment of this holiday, and the sky is already blue and the views are to die for.

So there you are, jogging along the waterfront. Jog jog jog.

Past the little café, but no, you won’t stop now – you know you’d never get started again. Jog jog jog, past the locals giving funny looks to the somewhat panting and red-faced foreigner. (Yes, that’s you!)

Jog jog jog, up the hill, up a steep winding road, but oooh, wow, the view is so worth it. The sea glistening below and the village looking like a patchwork painting. You pause for a well-earned break to catch your breath, until you jog jog jog along the cliff-top road.

But oh no! Those new trainers are hurting your feet! There’s a blister forming, and you’re miles from your hotel. Jog jog jog quickly turns into jog-limp, jog-limp.

Bugger. You can’t jog any more in your trainers – each step is like agony. You don’t even notice the nice views, or the sparkling ocean, or the aroma of freshly-baked bread wafting out of the bakery.

No, all you can think of are your blistered feet. And wondering how you’ll get home. (Bare feet aren’t an option as the roads are made of loose gravel… even more painful to run on than the blister!)

The blister ruins the day

Eventually you collapse in your hotel room. Gone are the good feelings of the nice views, the exercise, the elation. Because you have a Blister.

And when you’re talking with your clients, or presenting to your prospects, they’ll often have a blister too.

Not a real one, but an issue or concern that they can’t get out of their head. They can’t concentrate on anything else because of the darn blister.

And the blister could be something small

They might be wondering if they have to sign a contract. Or what your payment terms are. Or what happens if they’re not happy with your product or service. Or if you’ll deliver on your promises. It could be a little blister, it could be something bigger.

But until you address it, it won’t go away.

So it’s important to keep the dialogue open all the way through your marketing. Encourage people to give you feedback, and ask questions – good or gnarly. And thank them for it.

Yes, that might be hard to do. After all, it’s hard not to take things personally someArial. But it does take quite a bit of courage for someone to show you their blister. Rather than run screaming, address it. Tend to it and soothe it.

Be prepared for blisters

Chances are that you’ve already come across that particular kind of blister before, so you might have a “blister treatment kit” ready. That could be an FAQs document, or testimonials, case studies, or a guarantee.

Best of all, put your “blister treatment kit” on your website (I’d suggest not calling it that though, it probably doesn’t make much sense to someone who hasn’t read this article!).

Yep, be upfront about it. It’ll actually increase the enquiries you get, and increase your sales conversion rates.

Now if only trainer manufacturers were upfront about their blisters, and our feet would be a lot happier too ;-)