Want to Put Your Customers to Work for You?

“What about impatient customers?” I asked.

“We do have our share of lost sales.”

Frustration, patience, lost sales: Frank’s catalog had made buying his complex products too much work for his customers. Only the most dedicated were making it to the sales-closing finale.

I interviewed Frank’s contact center reps, and as I suspected, most were fielding many of the same questions time and again. We identified a list of most-frequent questions we felt could be answered in the catalog before a customer placed that first call. Then we rewrote copy, added photo captions, comparison charts and so forth — whatever we thought would answer questions best.