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7 Do you make it easy
for people to buy
from you?

MAKE IT EASY FOR PEOPLE TO BUY FROM YOU

This is an area I feel very passionate about. I can never
understand why some businesses seem to make it hard to buy
things from them. Recently we were buying a pile of furniture to
fit out our new office. We went to one furniture store to try and
buy the lot and it was nothing but grief. They had a table that
we were interested in but it wasn’t assembled for us to look at.
If we wanted to see it assembled we would have to pay a $500
deposit (I’m not sure how we could have damaged it by looking
at it). What made it worse was that this $500 deposit would
not be refunded. Instead we would be given a $500 credit to
purchase other items in the shop if we didn’t want the table.
Yeah, right.

We went straight up the road and purchased thousands of
dollars worth of furniture on the spot at a shop where the owner
went out of her way to help us. The moral to the story is that
if you make it hard for people to buy your products and services
they will go somewhere else. I am constantly amazed at how
many businesses seem to specialise in being difficult. In this
section we’ll investigate the following ways to make it easy:

#39 Pick up the cost of the call
#40 The perfect gift for the indecisive customer
#41 Don’t make it hard for people to give you money
#42 Make life easy for parents—cater for their kids

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