Last week, I was on Amazon to pick up a copy of “Coaching Salespeople into Sales Champions: A Tactical Playbook for Managers and Executives“.
I’m always looking for another edge and this one sounded worthwhile for a number of reasons.
Anyhow, like a successful salesperson would, Amazon’s shopping cart tried to upsell me. It said “Wait! You need to add $5.23 to your order to qualify for FREE Super Saver Shipping”.
A reasonable request. After all, who doesn’t want free shipping?
And that’s where things fell apart.
Monkey See, Monkey Do?
If you’ve ever shopped at Amazon, I’m sure you’ve seen that message.
Have you ever “stolen” that idea and tried it on your own online store, or even in your retail store, service business or restaurant?
Wholesalers do it all the time. Free shipping if you order at least $200. Guess what the average order tends to be… Somewhere around $200.
Psychology works.
Wishlist
Back to Amazon and that $5.23.
So, that’s a fair enough offer. But what should I buy?
Amazon shows me a few things in my “Saved items — to buy later” list – which is stuff that I added to my cart at one time or another and it also shows me some things that other people bought when they bought this book.
That amounts to 17 items, many of which are items which don’t count toward that $5.23 (like used books).
The biggest mistake? It doesn’t show my Amazon Wishlist.
Sure, I can click over on the toolbar and go to the Wishlist, but most people won’t.
You have to make it *easy*. Not just regular old easy, but “Would you like a piece of hot, crispy bacon?” easy.
Now you know what I mean (most of you, anyhow).
Hot, Crispy Bacon Easy
If Amazon was really, truly serious about getting me to spend that $5.23, they should work a little harder so it’s a little easier for me to pull the trigger on that five bucks.
You know the thought process: If I need to spend $5.23 to get free shipping (worth about $5 – and costs less to Amazon), I’m going to be far more willing to spend $5.23 than I am $15.23.
So why show me the $20 books? I know, I know. Because it adds to the profit margin of the transaction.
Still, that thought process is there. You’re trying for an impulse buy.
So try harder.
Show me
Show me the stuff that will make me click BUY.
Show me the math that proves which book is the best deal, if you have to.
For example, show me the most recent items on my Wishlist (or Saved Items) that cost $5.23 or more, or show me all of them, recent or not.
Show me the items that Amazon’s science knows are most likely to get me over the edge.
What about you?
Now, put on that Amazon hat and look around your store or your online shop.
If you have a minimum sale amount that is required in order to give your customers free delivery, help them get to that amount.
Make smarter choices about bundles, packages and the like. What can you do to make it easier for them to buy?
I don’t mean that in a slimy way. I’m asking you this question: What can you do to help them get what they want (or need) without shoving something down their throat that they have no business buying?
That’s the difference that brings people back.
That’s what the Amazon issue is all about. Putting the intelligence in their systems (and my buying history) to good use means learning from my buying habits and suggesting the right things at the right time.
It seems like rocket science, but really, it’s just using a computer to get to know you a little better so that it can make a better suggestion.
Oddly enough, that’s the same thing that a great salesperson would do, especially after they took the time and effort to get to know you and your needs.
Salespeople who make that kind of effort are the really successful ones, whether they are flesh and bone, or merely software.
Want to learn more about Mark or ask him to write about a business, operations or marketing problem? See Mark’s site or contact him via email at mriffey at flatheadbeacon.com.