3 ways to create an optimal SHOPPING experience for your prospects (and a lesson on what not to do from Autotrader.com)
July 17, 2011 – 10:43 amBefore anyone ever decides to hire you, they shop first.
Most of the time, this means poking around your website.
Are you providing an optimal shopping experience for them? Here are three improvements you can make right away:
#1: Make your site very easy to navigate.
You might think that your website is awesome right now, and really easy to find stuff, but is that actually true? Ask your clients (the people who have hired you) if they found your website helpful. If that feels too weird, ask your Mom.
Sit beside your Mom and watch her as she checks out your website. If you see her struggling to find anything, ask her for some input on how to make it easier. Ask her to try and request an estimate, and see if she can find it within a moment or two. Ask her to look for information on gutter cleaning, and see if it’s really as easy and obvious as you thought it was.
#2: Don’t dance around price.
How does it feel when you’re shopping for something, and the price isn’t listed? Do you like it? Do you love being forced to pick up the phone, or fill out a form, or send an email, or do anything to find out how much something costs?
Then why in the world do you think it’s a smart move NOT to put pricing on your window cleaning or pressure washing company’s website?
If you aren’t providing easy access to pricing it’s very annoying to the people who are shopping for your stuff. Autotrader.com is a great example of this.
Let’s say you were in the market for a new pickup truck for your Chicago area window cleaning and pressure washing company. After asking around a bit, you decide that a 2009 Ford F-150* sounds like it might be a good fit. Not brand-new, not too expensive, and overall a solid truck.
(*I know that I’m going to receive a backlash from the Dodge, Toyota, and GM lovers because of this. Please, for now, just hear me out, I have a point that I’m trying to make to you.)
So you check out Autotrader.com and search for your vehicle. You find lots of trucks for sale, including the listings that include the price, as shown below:

And you find a lot of listings that do not include the price, like these, below:

Which vehicles are you going to follow up on?
All things being equal, do you really want to pick up the phone and call all those listings that intentionally hide price?
No, you don’t.
Why do you think that is?
Easy: because you don’t like playing games. And you don’t want to deal with some high pressure salesperson who is gonna suck you into a long-drawn out conversation.
You’ve learned that when people hide prices, it’s usually because their price is too high, not too low. So if this truck seller is chicken to show his price, then the price is probably way too high (also known as a rip-off), or even worse, there is something shady about this vehicle.
That’s the impression.
On the other hand, when a seller is open and straightforward with their price, it inspires trust. It doesn’t make you suspect that they are playing games (even if they are), and it gives you confidence in what they are selling (even though it may be junk).
The lesson: Be open about your pricing. And make it as easy as possible for them to find it. If it takes a shopper more than 10 seconds to get a price for your window cleaning or pressure washing services, then you need to change your online pricing system.
People are busy, and they have fifteen things on their to-do list today. Choosing a window cleaning company is only one of them. Respect their time. Make it fast and easy for them to find/get a price.
#3: Make it easy for them to contact you.
Some people like to text you.
Some people like to call you.
Some people like to fill out a quick, little form.
Some people like to email you.
Give potential buyers as many options as possible, so that they can contact you using the method that they prefer. And then stick with that method, unless they authorize you to do otherwise.
___________
You provide a great service, and everyone who hires your company ends up loving you.
I get it.
I like that you’re proud to deliver a premium service experience.
But what about your company’s shopping experience?
How many qualified buyers are you irritating because it’s hard to shop for your professional services?
Pay attention to these three things, and even more prospects will give you their business.
#1: Make your website very easy to navigate.
#2: Don’t dance around price.
#3. Make it easy for them to contact you.
What else do you think belongs on this window-shopping list?
Send your thoughts to kevindubrosky@gmail.com



P.S. In case you were curious, our minimum starting prices are around $600 for small homes, and go up from there. 48-hour service begins at $975 for small homes.



