Does Your Message Match?

Recently, I was low on gas and so I stopped at a local convenience store. I got out of the car and approached the pump. After swiping my credit card, I followed the instructions on the screen: "Press Start." After examining the pump for what seemed like an eternity, I couldn't find a "Start" button anywhere. Other customers had no trouble pumping gas, so it had to be there somewhere.

After a few more minutes of searching, I decided to walk into the store and ask where the "Start" button was, since I couldn't find it. After waiting in line for a few minutes, I shared my problem with the clerk. Her reply was: "there's no start button, just begin pumping."

So I returned to the pump, squeezed the handle and out came the gas.

This is a great example of a "message that doesn't match." Instead of propelling the sales process forward, toward a quick and easy sale, the "Press Start" message slowed down the process, confused the customer, and ultimately cost the store money. Two or three additional customers could have filled their tanks in the time it took me to figure out that there was no "Start" button. And if even one out of 10 customers had the same experience, that's a big impact over time.

Does your businesses' messaging match?
Think about your sales process and collateral materials. What input do your customers need in order to proceed down the path toward a quick and easy sale? Are you throwing a monkey wrench at them, like the gas pump did, that slows them down?

Does your website's messaging match?
Now think about your website. Click around it a little bit. Is it designed to funnel visitors into a desired outcome? Does its messaging propel them forward, towards more relevant information and, ultimately, conversion? Or are you slowing your prospects down, like the gas pump did?

Sometimes all it takes is a little outside perspective to help you optimize your sales process and make sure your messaging matches.

Feel free to contact us to discuss your organization's messaging. We'd be happy to chat about your sales process, website and sales materials. Who knows, there might be a few easy, cost-effective things you can do to propel your customers forward and generate more business!