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Why Helping Customers Can Help Close the Sale

August 26, 2009 By Joe Rawlinson

Many companies charge customers extra for help with installation, set-up, or other assistance in using the purchased product.

Doubtless more of your customers have trouble than would pay for this service up-front.

Why? Because people assume they know how to get everything working.

Buying installation assistance, help, or other services requires customers to admit they don’t know what they are doing.

This is a mental dilemma which may be difficult for your more proud customers.

So what is the solution?

Include all the help a customer needs with the purchase. It is a value add. It is a bonus.

Including the necessary help with a purchase is a competitive advantage for you.

You are saying, “Customer, I will help you.”

Costco is a great example of this principle.

With each electronic purchase, Costco has a free concierge service. This service will help you (over the phone) with any trouble you have with installation, setup, or use of the product.

You need to differentiate yourself from your competition. This is particularly true if you are selling a commodity product in a crowded marketplace.

Providing help to customers is a very personal thing and will not only help close the sale but will build an enduring relationship with them.

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