Could Customer Hoop-Jumping Be Robbing You Blind?

Customer Hoop-Jumping Experience #1:

I recently wrote about a soon-to-be-open Anytime Fitness center that’s losing a golden opportunity to sell memberships during pre-launch – all without spending a penny on traditional marketing or advertising. I recommended that the gym leverage its prime location by posting a phone number or website address along its storefront. A small, simple action with the potential for BIG results.

The day after publishing my original post, I received this email from a close friend:

From: Matt Barnes
Subject: RE: A little help…
Date: November 18, 2009 8:29:54 AM EST
To: Tom Wanek

Btw, Kelley is friends with the owner of Anytime Fitness so I told her to send your advice to her.

Not really expecting anything to come from it, I was surprised this weekend when I drove by Anytime Fitness and noticed a new sign in the storefront window.

Sigh. Yes, the new sign announces that memberships are now available. But the signage is still absent of any contact information. (Take a close look at the photo above.)

Sorry Anytime Fitness, I shouldn’t have to work this hard to do business with you.

Customer Hoop-Jumping Experience #2:

Yesterday, my wife found the “cutest little laptop bag” on Target.com. The only hang-up: The bag needed to be shipped overnight to make it in time for her upcoming trip to Austin, Texas.

But nowhere on the site could she find the estimated shipping cost – even after placing the item in her cart.

Persistent, my wife called Target.com’s Customer Support Line only to be told that customers must first register AND provide credit card information before the company would reveal shipping charges.

Oh, so you think you can arm-twist my wife into purchasing, eh?

Fat chance. Hoop-jumping cost Target.com the sale.

Are you doing all you can to make it easy for your customers to do business with you?

As I’ve said before: Review the simple details that define your company, and eliminate the obstacles that stand between your customers and the cash register. You just might see big results and spectacular growth.