I was exiting ________.com and saw this “Make an Offer” message:
How is this a good idea? Some questions to consider:
1: How does this make your brand look?
2: Any smart shopper is going to lowball you. Is it worth matching that lowball offer for a minuscule margin?
3: If you don’t plan to match the lowball offer then what’s the end game? Is the hope that after a few email exchanges the buyer changes their mind and agrees to pay more? What’s the opportunity cost of those email exchanges?
4: What impact does this have on customer lifetime value? Will this buyer ever repurchase from you without “Make an Offer” option?
We assume people are rational. If you’re a retailer and offer a good product wrapped in delightful service then customer reviews will pour in.
Let me tell you about a recent delightful experience. I purchased jewelry for my wife online (thanks for all your help, Ron). The experience was great. The product was exquisite. And the service was exceptional.
I thought several times to write a review so that others with my concern (buying jewelry online) could confidently pull the trigger because Ron just cares that much.
I even had a review written out in my head.
I got busy and told myself I’d do it next week. This week is bad.
Next week started and other things took priority. This glowing review kept getting pushed further and further back. Do you think I ever wrote that review?
And that’s for an exceptional experience. My point is that even well intentioned people don’t walk the extra mile. And this is precisely why we need to be more proactive about requesting reviews. And the only way I know how to do that is to ask. Ask once, ask four times. Be respectful. Be enthusiastic. Be sincere. But ask.