7 Bad Business Ethics That’s Turning Customers Away.
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. – Sam Walton
There’s nothing more demotivating for an online marketer than to keep losing customers. It’s even more distressing when they realize that it’s bad business ethics that’s contributing to it. Nothing screams business failure louder than customers who won’t give your company and its products/services the light of day.
Luckily we’ve here to help, and have compiled the 10 common signs that your methods are irksome and preventing you from getting online customers:
1. Not clearly defining services and products.
“Pssst! Yo, come over here. Got some goooood stuff you might be interested in.”
“OK. What have you got? I don’t see the goods anywhere…”
“Oh, sorry, but I don’t got them fancy things with me right now. But them stuff is surely what’cha looking for. Trust me.”
A proper social interaction isn’t a one-way street, and a business relationship shouldn’t be any different. Put yourself in the shoes of your potential prospect for a second who’s come to you looking for a solution to their needs: you’d want to know: i) how relevant are the services to be employed and ii) do I feel comfortable engaging this company for their services.
If any of these requirements aren’t met I’m sure you’d probably go somewhere else to find a better fit.
2. Giving out your entire product/lesson during the trial phase.
Unless you’re doing it for charity, there are quite a few good reasons why it’s not a good idea to let the cat out of the bag too early. For one, it might simply be too much for a new customer to full appreciate or understand at one go. The other is you won’t have anything left to entice them to come back.
It’s called a sample for a reason…
First up is the issue with attention spans. According to new research, the age of smartphones and easy distractions has caused the attention span of the average human being to plummet from 12 seconds in 2000 to 8 seconds in 2015.
Goldfish have an attention span of about 9 seconds.
I’m sure you can connect the dots from there.
With regard to the second point – think about the university professor who uses the promise of a more interesting next topic to motivate students to come back to his lectures more enthusiastic than before. Now imagine if the prof instead told them that they’ve already covered the core material and that the next lesson will not be important – there’s going to be a mass exodus of students who’d be pushing their class-skipping tolerances to the max.
Otherwise there’d be nothing except the love for your personality to make them come back to you. (which, as a matter of fact, you *could* develop to infectious levels. Find out more about how to do that -> here <- and/or continue on to the next point).
Download our guide, “50 Things Your Website Needs For Your Business” and get started on the right track straight away!
3. Your popularity is questionable.
Who are youuuu???
This is an important one…
It’s hard to reach out and convince people that you’re credible if you’re unpopular. Psychologists explain that unpopular people, well, remain chronically unpopular because of an evolutionary trait in which the odds for an individual to survive and thrive is related to how much they associate with highly beneficial things – and if that some thing is super popular then that it’s likely to entail high benefits. These include benefits like food, protection/shelter, mating potential, or simply having fun.
Fortunately there is a cure for wallflower status, virtual or real-life.
Aside from Point 6 below (PodCasts, videos, social media), building your personal brand is one of the best ways to get noticed in the business world and establish that all-so-important credibility (see ‘5 Personal Brand Building Tips That Work For Business AND Social Life).
Getting online customers isn’t so different from real-life – your popularity matters. Long, hot queues at high-rolling restaurants is a good example of how something as arbitrary as a perceived ‘goodness’ can influence customers to waste an hour of their lives and a fair chunk of their allowance for a meal that they have no objective evaluation of.
One of the quickest ways to a decent popularity status is something that YouTubers have been doing, and that is to try to get featured on the videos of famous personalities. Appearing as a guest on the video/PodCast/Twitch.tv channels of these celebrities is a great way to not only leverage upon the audience the chosen personality but, assuming that the hitchhiker isn’t a complete tool, can help to build upon the popularity of both parties – a symbiosis made in digital heaven. A Win-Win situation.
4. Asking for payments before establishing credibility and relevancy.
There’s no worse way to give potential customers/clients a really bad impression of your company then by asking for monetary payments or credit card payment details even before you’ve built a rapport with them.
Remember Murphy’s Law? In the worst case scenario potential prospects will suspect whether you have anything to offer them at all. Unfortunately scammers do exist – and many a good paying customer has either been traumatized by such an incident or had been warned about them. Apply Murphy’s Law here and you can see how this will turn out.
There really isn’t a quicker way to trash your reputation. Just… don’t do this. (click here to find out how to differentiate the scammers from the real-deal, and establish yourself as a credible and authoritative source on the Internet).
5. Your website is… lacking.
More often than not (especially being the online digital marketer that you are, presumably) your website is the equivalent of your storefront. Eh, IT PROBABLY IS your storefront in any real capacity.
And your storefront is the face of your company. At least until you get to meet them in person.
Getting online customers is extremely dependent on how good your website is and there it’s possible to fill out a small textbook with it, but we’ll outline the more important ones below for now (see point 2 above about not ‘Giving out your entire product/lesson during the trial phase’).
Point ONE – Bad/long load times
Waiting for your website to load could last until the next ice-age kicks in. Yes, we are aware that our sun is predicted to undergo its cyclic drop in magnetic activity, as part of its 11-year heartbeat BUT THAT’S NOT THE POINT…
Point TWO – Bad navigation
No, I DO NOT WANT to spend half-an-hour looking for your contact information.
No, I DON’T HAVE TIME to build my own Enigma decryption machine to figure out what how your website works.
No, I AM NOT KEEN on having to click through a million layers of irrelevant information and popups just to find your subscriber.
And please… I SIMPLY CANNOT FIND your website’s search function and I – oh, THERE IT IS.
Point THREE – Bad content.
Wow, we’re certainly racking up quite a few ‘bads’ here.
Content. Ah, the bread and butter of any good website. The raison d’être for almost anyone who goes online for information. If your content’s bad then there’s really no reason for anyone to stay on it – and there goes your chance of getting potential customers.
Your website should be a go-to source for their needs.
So the Moral of the Story is: GIT GUD with content. There is no cure for stupid.
6. You’re old fashioned. No, reading is for losers.
Kidding there. Surely you don’t find reading a bother if you’ve gotten this far. But remember how studies have shown how the attention span of the average living human being has dropped to 8 from 12 in 15 years? It’s important to see the big picture in the grand scheme of things.
In today’s fast-paced societies of instant gratification, do you have videos uploaded to YouTube describing your services and products? What about a PodCast series of you presenting your company’s ventures and expert solutions for the Apple mobiles users – the second largest smartphone user demographic (2016) on Terra. Or have you designed, programmed and left a super-useful tool on your website that people will keep flocking back to use? (e.g. math.com)
And get onto Social Media (Facebook, WhatsApp, LINE, Instagram, WeChat, Tumblr, Twitter, et cetera). Facebook alone has 1.2 billion active users monthly. Need we say more?
7. Unhealthy amounts of Hard-sells and Up-sells.
We get it. Every business needs to sell their products and services, and while up-sells and hard-sells are often designed to also be in the interests of the customer as well as the company there is a fine-line that differentiates a healthy business relationship, and one that becomes antagonistic.
Be reasonable: if someone comes to you and constantly pesters you to buy, buy, buy then it will give you the impression that this person is only interested in taking your money and not his/her well-being.
If you go to MOS Burger and the cashier asks if you would like an extra side-dish or drink with your order – that’s service. If a car salesman refuses to sell you a car unless you agree to take a loan for it with high interests – that’s extortion. We all know who’d we prefer to do business with.
Too much on your plate? Speak to our senior consultant. Let us assess your current online marketing efforts – starting with your website.