The Hassle Factor

“Who needs it?”

marketing hassle factor

After five years of hard graft, you are finally in a position to reward yourself with a new car. But after visiting three car dealerships you quickly learn that the cost of a new car isn’t just the money.Add this to your list:

Time and concern in finding the ‘best’ dealerships.

Tapping the life out of Google; giving you a fuzzy headache.

Scanning the Yellow Pages and what’s left of the local newspaper motoring sections, causing you to miss your favourite television programmes.

On the way home from work, you ‘nip’ into the odd ‘impulse’ dealership, this makes you late for dinner and an all night humdinger of an argument with your spouse.

Finding somewhere to park each time you make a visit to a dealership; you pick up two new parking tickets for your trouble.

Inside the dealership, you apprehensively wait around, checking the watch, attempting to get the attention of the salesperson picking his nose in the corner of the showroom.

The stress of being on guard! Can you trust what the salesperson is saying? Is he really giving the best trade-in price on your existing car? Then he rambles on about a fuel injection widget – what the hell is he talking about anyway!

The worry of test driving yet another car you’re not used to.

Doubts! How reliable will the new car be? After all, at least you know the peculiar behaviour traits of your old car.

Can you really afford the finance? How much will the new insurance cost be?

Eventually, energy drained, you say to yourself ‘is it really worth it after all? ‘. ‘Oh I can’t be bothered with it anymore.’ ‘I’ll just settle for this one’: STUMBLE PURCHASE!

Reducing the possibility of a stumble purchase

The best way to reduce the chances of your valuable customer stumbling into a purchase with your competition is to reduce ‘the hassle factor’. This means reducing the cost to a customer of making a purchase from you. Cost being defined as money, time and stress.

Experiment: The hassle factor balance sheet

Take a piece of blank paper and draw a line down the middle: on the left side, write the heading BENEFITS/GOOD/TICK and on the left side write COSTS/BAD/CROSS.

On the left ‘Benefits’ side, write down all the benefits a potential customer can experience when taking the buying experience through your company.

Some definitions

The base buying experience: is any contact – in whatever form – your prospect has with your company. The journey itself is a long one. Take a person who, at the beginning of the journey has never heard of you, and take them along the winding crooked road until that person has been a loyal customer for ten years.

The buying journey: is the total experience and interaction with anything involved with the consideration and purchase of a product or service you market. This includes competitor advertising, friend’s comments – everything.

Now make your list.

Here are some prompts for the good bits:

Advertising reach, information/benefits in the advertisements, product use, desire, reliability, price, style, image, telephone answered quickly, helpful and knowledgeable staff, staff constructively qualifying before closing, easy parking, somewhere to sit while waiting to be served, next day home delivery, open all hours, competitive and easy to understand finance offers, easily available information on your company etc.

Now, on the right side of your piece of paper, under the heading COSTS, write a list of all the costs to your potential purchaser.

Here are a few more prompts for the bad bits:

Stupid advertisements (innocuous branding over product information), no advertisements or promotion, monetary cost, travel, no parking, stress of negotiation, overcoming ignorance – complicated product, required trust, delivery waiting time, waiting to be served, stressful environment at the point of purchase, complicated finance terms etc.

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