What Power Are Words Having On Your Sales?

(Or How To Upset Customers And Ensure They Don’t Repeat Buy From You)

This week I’ve been at the hands of 2 businesses getting their words very wrong, and because of their words it has directly impacted on my view of their organisations. Think that’s no big deal?

Which in hard facts translates that I’m unlikely to buy from them in the future.

First example is Booking.com (sorry no hiding the names to protect the innocent here because in my view they are not!) I booked a short break for me and my family and when the confirmation came through we went ahead and booked ferries, kennels, etc. Well the bottom of the email did say this:

Guaranteed confirmation.

2 days later we received an email pretty much saying “sorry we double booked you, here is a hotel nowhere near where you want to be, offering you none of the facilities that you were looking for.”

I thus spend a couple of hours on the phone, emailing etc trying to rectify this error. In their favour the 2 super people I spoke to at Booking.com were…well…..super and really apologetic, but that hardly puts me back in my French fishing village paradise within strolling distance of the restaurants does it?

And although it’s all sorted out now, what feelings do I have about Booking.com?

Don’t dismiss feelings as a girly thing to say when it comes to sales, the fact is we buy with our emotions, and Booking.com have created lots of unpleasant ones for me, before I’ve even locked my front door and said goodbye to my dog!

Booking.com you don’t sell hotels and holidays you sell memories that I will treasure (as will my kids, hubby and parents) for the rest of our lives.

Example 2

Clarice House – I have a voucher for a Germaine De Capuccini Facial, the paper work came through to confirm mine and my Mums upcoming pampering, only for the description to have changed to “Express”. On phoning them I was informed “all facials unless otherwise stated are 25 mins long” hardly that pampering, relaxing hour I was anticipating. Okay so I assumed (and we all know the dangers of THAT word!) that it meant a full hour facial, but then Clarice House hardly did anything to help me assume otherwise did they?

The fact is as a consumer before I’ve even walked through their doors expecting relaxation, stress free girly time with my Mum, with good food and a day of sheer bliss – there’s that little bit of a nasty taste in my mouth, like I’ve been duped. And how does that make you feel?

Ready to go back and buy again?

Desperate to book another spa day before I’ve even walked out the door?

A business that forgets that a consumer buys with emotions forgets at their peril. Good businesses aren’t just about the sale today they are about the sale tomorrow, next week, next year. Loyal customers, don’t just comeback they tell everyone they know – why your products beat everyone else’s. So when you read your business literature how is it making people feel? And can you deliver what you say you can?

The moral of this business story is – chose your words carefully and ensure you create the right emotions in your customers, everyday – even when they are not ready to buy!