Today, I was doing some research on upgrading a product I currently used. I wasn’t sure about what would be included in the new release, consequently, wondering whether I should upgrade or not.
I visited the web site, was struggling with the information on the website. While they kept wanting me to buy leveraging buy buttons and pop-ups, I struggled to find the information about the changes in this software. Then the, “Do You Want To Chat” pop-up came up.
I decided to go for it. It asked for my name, email address. Having been through this before, I knew I would be inundated with unwelcome calls and emails trying to get me to order. I ignored filling those in, just putting in my first name. “Kyle” responded to my chat request. After the welcome message, he started to try to get my contact information. He’d type in “What’s the name of your company?” I’d respond, “I just am looking for information.”
He’d respond, “What is your email?” I’d respond, “I’m trying to understand if these features are part of the standard upgrade or if they are in the optional modules that I have to pay more for?” Kyle said, “I’m not sure, can I get your information? How many licenses are you interested in?” “I responded, “The product data sheet says these are in the standard product upgrade, can you verify that for me?” Kyle responded, “No you have to upgrade to our enterprise packaging, would you give me your email so we can contact you further?”
Kyle really didn’t want to answer my questions. He was insistent on getting as much of my contact information as possible. Finally, in frustration, I replied, “Look, I am not prepared to give you my contact information yet. I just want some clarification on what’s in the product upgrade, and what’s not. The data sheets on your site are saying one thing, you are saying something completely different. Have you looked at the data sheets? Can you tell me the answer?”
Kyle sent me a final message, “Thank you for contacting us, we hope we’ve answered your questions in a satisfactory manner. If you have any other questions, please email me at…. We appreciate your business.”
He then terminated the session.
I still don’t have the information. I had thought of upgrading, across our company, the additional licence fees would have been about $15K. I couldn’t get the information I wanted. I guess I’ll put it off, I probably don’t need the function anyway. Boy I wish Kyle could have answered my questions…………
The problem isn’t Kyle’s. He’s just doing what he has been trained to do and how he is being measured. His didn’t know his product, all he could do is get mey contact information to get me into a marketing cycle.
The problem is deeper–basically a trust issue. I’m normally not so averse to providing my contact information, but I’d had trouble with this company before. With past queries, I would be inundated with emails, sometimes, several a day. I’d get daily calls. In the past, even if I informed them I was looking for information only, they kept pressing for orders in follow-up calls and emails. Their engagement process taught me to be wary. They have trained me to be careful in providing my contact information. They have trained me to minimize the information I share, until I am ready to make a purchase decision. They have conditioned me to be very focused in the ordering process, avoiding the upsell/cross sell. In our short online conversation, it was clear that Kyle was trying to upgrade/upsell me . Despite learning the product I originally asked about had the capability I was asking about, Kyle claimed it didn’t, I’d have to buy a different version.
I’m a current customer, though often I wish I wasn’t purely because of the way they treat me. If my business weren’t dependent on this software package (high switching costs), I wouldn’t stand for this treatment. I wish they would help me buy, rather subjecting me to their selling. They’d get more, I’d get more–seems simple.
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Great post, Dave. Chat can be just as obnoxious as the telephone. A simple “What do you want to do?” combined with a service mentality would have worked.
Help you find what you need. That is why the company should have done.
Dave, I enjoyed your article and have experienced this type of interaction when attempting to learn more about a product or service. Companies need to realize that it is the consumer (buyer) who is truly in control of the process, not the seller. The title of your article says it all. Making it easier for customers to buy is a better and more effective concept than frustrating prospects with a rigid and self-serving sales process.
Christopher Ryan
Fusion Marketing Partners