I recently bought a new mailbox for my house.  Two weeks later, I'm an expert on residential mailboxes.  Plus a bunch of lessons learned about why you should tailor your sales and marketing efforts to your customer's buying process - not your company's selling process. Buying a mailbox is not simple. Surface mount, curbside or rural mailbox?  Locking, vandal-resistant, extra-large capacity?  Contemporary, traditional, cedar, polymer, aluminum? Tiny budget or big budget? Bolted into concrete, in-ground post, or a no-dig installation system?  And don't forget street numbers (one side, both sides, or on the post?), mailbox flower planters, in-box illumination, decorative magnets and more. Most of us will only buy one or two mailboxes in a lifetime.  We're not experts, and we probably don't know any experts.  So we're dependent on vendors to help us decide.  Same thing's true in health and wellness, right?  You and your staff are totally confident when it comes to health and wellness.  But your prospective customers view it as complicated, full of conflicting information, and often expensive with a high risk of disappointment. So health and wellness businesses that make it easy to buy will thrive.  Those that don't will wonder why it always seems so hard. Here's what I learned from mailbox suppliers about tailoring your sales process to your customer's buying process: 1) No digging to find the right products and services Buying shouldn't feel like a scavenger hunt... 2) A prominently featured buyer's guide Your marketing materials should help educate potential customers... 3) An easy-to-spot low-price guarantee Not every business needs a low-price guarantee.  But if potential... 4) Prominent link to an extended warranty offer Great idea - because once somebody starts digging for more info... 5) Logical and helpful ordering process Don't just hand customers a leaflet of related stuff they can buy if... 6) Tools to help buyers decide Waffling means a stalled sales process.... 7) Fast response to questions - as promised Don't promise what you can't, won't, or don't deliver.... 8) A buying experience that creates confidence A thoughtful buying process can reverse cynicism and... Rate this article and enter our drawing for a free copy of "Write A Compelling Wellness Case Study: Let Your Clients Speak For You" Can't access the survey? Just e-mail us.

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