In his book ‘How to Win at the Sport of Business’, Billionaire and Dallas Mavericks owner Mark Cuban talks about ‘the path of least resistance’.
He talks about it in relation to how easy/hard your products & services are to get.
So many businesses make you jump through a million hoops just to get your stuff, and it makes you wonder how much money you’re leaving on the table just due to a bloated sales process.
One of his major successes was HDNet films, where you could stream films online. As the service was being developed, he was always thinking – ‘How could I make this even easier to get’.
They introduced a number of things, including a variety of ‘day-and-date’ options, so no matter when you wanted to watch a film, there was almost always an option for you.
He was constantly looking to remove barriers. He talks about TV being the pinnacle of the ‘least resistance’ concept – you literally just sit there and it will play shows non-stop for as long as you like.
Another example of this concept is Amazon, who use ‘1-Click Buy’ for things such as books.
On the product page you literally click one button, and it will simultaneously purchase the product and send it wirelessly to your Kindle eBook reader.
All I have to do is decide I want the book, and within seconds I have it.
Instant gratification at it’s finest.
There’s no chance of me ‘abandoning’ the shopping cart process as they say because the whole process is completed in one click.
Now consider your products and services.
What do you prospects have to do in order to buy from you?
Write down in bullet point form each action someone needs to do to give you money.
It’s pretty scary when you actually list everything out because you see just how hard you’re making it for someone to give you money.
I’m always shocked at how hard some businesses make it to purchase their stuff.
If you have an eCommerce store, how many steps are in your checkout process?
You might be scaring a lot of buyers off by asking for a million different personal details.
The less work they have to do, the better.
People are inherently lazy, so do everything you can on your end to bring your awesome products/services to them with the least effort possible.
Have you tried anything to simplify your sales process? What were the results?
Ray Corcoran is the founder of KR2 Business Coaching.
He talks about it in relation to how easy/hard your products & services are to get.
So many businesses make you jump through a million hoops just to get your stuff, and it makes you wonder how much money you’re leaving on the table just due to a bloated sales process.
One of his major successes was HDNet films, where you could stream films online. As the service was being developed, he was always thinking – ‘How could I make this even easier to get’.
They introduced a number of things, including a variety of ‘day-and-date’ options, so no matter when you wanted to watch a film, there was almost always an option for you.
He was constantly looking to remove barriers. He talks about TV being the pinnacle of the ‘least resistance’ concept – you literally just sit there and it will play shows non-stop for as long as you like.
Another example of this concept is Amazon, who use ‘1-Click Buy’ for things such as books.
On the product page you literally click one button, and it will simultaneously purchase the product and send it wirelessly to your Kindle eBook reader.
All I have to do is decide I want the book, and within seconds I have it.
Instant gratification at it’s finest.
There’s no chance of me ‘abandoning’ the shopping cart process as they say because the whole process is completed in one click.
Now consider your products and services.
What do you prospects have to do in order to buy from you?
Write down in bullet point form each action someone needs to do to give you money.
It’s pretty scary when you actually list everything out because you see just how hard you’re making it for someone to give you money.
I’m always shocked at how hard some businesses make it to purchase their stuff.
If you have an eCommerce store, how many steps are in your checkout process?
You might be scaring a lot of buyers off by asking for a million different personal details.
The less work they have to do, the better.
People are inherently lazy, so do everything you can on your end to bring your awesome products/services to them with the least effort possible.
Have you tried anything to simplify your sales process? What were the results?
Ray Corcoran is the founder of KR2 Business Coaching.