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Having spent many years selling things to people, there is one simple tip I would like to share with you to get more sales: make it easy for people to buy from you. I shall give you an example.

Working with an accommodation rental site, it is all set up to take payments online. A new member of staff dealt with the bookings, email enquiries and so on. Even though it is a well optimised booking process for paying online, some people still call up on the phone experiencing frustration with booking, or with a question. The new member of staff tried to answer their questions, then told them they needed to book online. Quite often, the clients would just give up and not book at all.

After spending some time with this member of staff, I noticed where she was going wrong. She was not making it as easy as it should be to book, and getting frustrated and blaming the client for being too stupid to work the website. I explained to her that some people do not want to interact with technology in order to buy something, they want to interact with a person. So instead of you both getting frustrated trying to complete the process, I suggested she be more friendly, and say something like "You can book it online if you like, or we can just do it now over the phone, if its easier for you". What do you know? Nearly all the people say OK and give their card details and make the booking over the phone.

Some people just want to know that there is a real person behind the website before booking, then they are perfectly happy to book online. Others just don´t want to deal with the irritation of filling in a web form, and would rather speak to a person who will do it for them. You want their money? Just make it easy for them to buy. Sometimes we spend so much time on conversion optimization and technology that we forget the really simple things that really convert: a helpful person on the phone, that gives straight answers with no bullshit and makes it easy to buy.

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