Companies understand that more than ever customers have choices.  Our goal of course should be to help our customer make the best choice possible by choosing us over our competitors.  One way to do that is to make it easy for people to buy from you.

While this seems like common sense, not everyone follows this path.  Think about websites that use CAPTCHAS (those are the distorted words that you have to decipher in order to prove you’re a real person when signing into websites).  If the difficulty is set too high with those robot-proof tests, we may find another site or give up altogether.

One organization that is trying to make it easy for their customers to give them money is Saratoga Springs Race Track.  As you might imagine, this is more of an adult playground.  But rather than only catering to those who don’t have kids or can secure babysitting, they are seeking to attract families as well by offering activities for kids including walking tours of the facilities, a museum, and the opportunity to play jockey by riding horse simulators.  I suppose it is not only a way to attract current clientele but to lay the foundation for future clients as well!

They key is that they identified a potential roadblock, a barrier between the customer and their bank account, and they took action to minimize it.

Think about your business.

What roadblocks are there between your customers and you?

What can you do to eliminate or minimize these blocks?


John Ryan

Host of Key Conversations for Leaders Podcast, Executive Coach, Consultant, and Trainer

related posts: