If so, are you delivering an "A Game" experience?
I recently worked with a business professional who raised his prices on the his high-end product. He's been in his field for years and is definitely an expert. He did a campaign to his list to spark interest and generate quick sales.
But there was a glitch in his delivery. The "draft" of the product was sent out rather than the final, professional version and the link to the videos and additional training materials were missing, even though they were mentioned as being "included".
He received complaints from almost every person who purchased this high-ticket item.
My client called me in a panic. He spent 5 minutes blaming the problem on technology. He knew he needed to address the issue. His idea was to blame someone else, including technology, for this error.
But here's the truth: People don't care about him, his glitches, or problems delivering the information. Buyers care about receiving what they ordered without delays, hassels, or excuses.
Seventeen of these new clients were requesting refunds - this mistake had cost him credibility.
We discussed options that would make these new clients happy, improve his credibility, and decrease the number of refunds he had to give. Here's what we came up with:
- Apologize for the error and accept responsibility without excuse.
- Include correct link with a passcode
- Offer a "bonus" that has high value to the buyers. In this case, he set up 4 30-minute group calls that only the people who purchased this offer were invited to. It's a Q&A based on the materials. This requires little of his time for preparation but allows people group access for individual questions.
- Offer quick refund for those who still want their money back.
What were the results?
- The people who bought the program accepted the apology. His credibility went up because HE accepted responsibility rather than blaming technology, his assistant, etc. People understand making mistakes and are often willing to give us another chance when apologize and accept responsibility.
- People loved the bonus and were very excited about it. (This option will cost him a couple of hours of his time but saved him more than $30,000 in refunds!)
- Only 1 person out of the 17 who orginally requested a refund still wanted one. He refunded their money and removed their name from the site so they no longer had access to the content. (Because the content is on his page and not downloadable, he is able to control access and/or unapproved sharing.)
The bottom line is this: Treat others how you would like to be treated and then kick it up a couple of notches. That's how you become, and remain, an "A Game" level entrepreneur.