Everyone knows the key to success in business lies with the customer. Chloe Thomas puts together a customer service strategy for the small business owner in Customer Manipulation: How to Influence Your Customers to Buy More and Why an Ethical Approach Will Always Win. One that gives step-by-step instructions on how to get your visitors to become repeat customers for life in the world of eCommerce.
The conversation runs throughout the entire program, from getting eyes on your product, all the way to becoming your loyal customers. This is all about how your business makes your customer feel. This is a very comprehensive chapter on all the different facets a brand must do in order to turn your leisurely browsers into raving advocates for your business.
The author walks you through and tells exactly what you should be doing and saying during the conversation in each step of the model. From attracting your visitors, through building trust with them, that will draw them into the your sales funnel to become repeat buyers and loyal to your brand.
While this may seem like your least favorite part of the funnel, we all know buyers are the bread & butter of your business, this step is crucial to your entire plan. Do not skip this super informative chapter of the book. You will learn many ways to keep your visitors coming back and turning them from visitors into buyers.
Step 1 – Attracting the Right Visitors
As many know in the ecommerce world, attracting the right visitors is more effective at getting the sale, than having hoards of visitors that are not interested in what you offer. This chapter walks you through the process of determining your ideal customer and helps you figure out how to get their eyes on your product.
Step 2 – Turning Visitors into Enquirers
This is the stage where you get your interested visitors to give you their email address. This is not the time to get all sales-y with your customers.. This is where you begin to really build trust with them. You keep your message consistent and keep providing value to them so they’ll continue through your funnel.
Step 3 – Turning Enquirers into First Time Buyers
This is where you finally make that sale, but your conversation doesn’t stop here. This is a critical stage, and you want to get as many enquirers to become first time buyers, so you must tread lightly. Spend your resources wisely and tell them all about the products. Continue to build their trust and follow through on what you say.
Step 4 – Creating Repeat Buyers
Packaging and delivery are key to this stage, and of course the quality of the product you sell. If you can turn them into repeat customers, this is where your profit comes from. Wow them with your product. Be consistent and provide only the highest quality products for your customers and they’ll become repeat buyers.
Step 5 – Turning Repeat Buyers into Regular Buyers
This is the stage where you keep your repeat buyers buying from you. You should make them a part of your team or community at this point. This is where you actually listen to them, ask their opinions, ask what they’d like to see, or how you can make the product or process better, or easier. Continue to build trust with them at this stage, and they’ll become your brand’s ambassadors, telling others about your product, about your service, about your business, which will draw more customers your way.
Conclusion – Where to Start
The author provides a bit of guidance in this chapter, helping you determine where you are in this process and where you should focus your efforts. Obviously, you wouldn’t try to tackle all 5 steps simultaneously, even if you are an active ecommerce business with customers. She helps you determine where your weakest points are and tells you how to beef them up, so you can move onto the following steps with a firm grasp on the previous one.
Even though I am not even at the stage of providing a product through my blog, I do have a dream of one day doing so. I believe in educating myself before and during the process and this book gave me a firm grasp on just how to bring customers through all steps of this model.
The book is meaty and is one that I will be keeping in my arsenal to go back to again and again. I have plans and dreams to one day run a successful business and this is the type of education I value the most. One filled with real world examples and case studies, and step by step instructions every step of the way.
Whether you have a full-blown eCommerce business going, or are just dreaming of having one some day, I encourage you to pick up Customer Manipulation by Chloe Thomas. Be sure to have a pen and paper handy, as you’ll find yourself making note after note as you read.
About the Book
From generating traffic to getting the customers’ first purchase and then turning them into advocates, Customer Manipulation is the bible for putting the customer at the heart of your business.
In Customer Manipulation, Chloë Thomas, author, podcast host, and founder of eCommerce MasterPlan, provides an easy to follow system for growing your sales.
What you’ll learn in Customer Manipulation:
- Why it’s essential to embrace manipulation in marketing
- Why unethical manipulation will kill your business
- How to work out which part of the business needs your attention
- What website, marketing, customer service or product optimisation you need to do next
- Lots of simple ways to increase your conversation rate
- And 100s of ways to get more people to buy!
Who this book is for:
- Business owners and managers
- Anyone who wants more customers
Additional resources included in Customer Manipulation to help you get more customers:
- Business performance evaluation spreadsheet
- Extended profiles of key case study businesses
- Lists of successful companies whose approach you can model
- Accompanying Customer Manipulation workbook
- A checklist for each Stage of the model 2016-06-08
About the Author
Chloë Thomas is the creator of the eCommerce MasterPlan. Author, speaker, podcast host and expert in eCommerce strategy and marketing.
Across her career, Chloë has seen many businesses that have struggled to get to grips with eCommerce. In response, she crafted the eCommerce MasterPlan to help companies plan, develop and grow a successful eCommerce business, whilst avoiding the potential pitfalls along the way. A three-part strategy to guide businesses through the process of creating, developing, and marketing an eCommerce business.
One of Power Retail’s (Australia’s number one eCommerce publisher) top 10 eCommerce commentators, Chloë spends her time creating new ways to help business owners succeed in the field of eCommerce.