Wednesday Words

To Go Where Your VisionPoints, a few inspiration points for you and your business.

The best of merchandise will go back to the shelf unless handled by a conscientious, tactful salesman.
—James Cash Penney

True of “bricks-and-mortar” stores, of course… in that potentially-intimidating tech store Customer Experience I wrote about yesterday, for instance, the power cord was purchased (and purchased there, when I could have run off to the web or to another store) because of a salesperson (disguised as a tech guru) who blew me away with his conscientiousness.

It’s easy to see what J.C. Penney meant in that sense, but consider conscientiousness and tact in the online world. His comment is equally true of your website:

Your website copy tells visitors whether you value their needs or your own (conscientiousness)

Your website’s ease-of-use—the Experience Design—tells them whether you value their time (more conscientiousness)

Your ability to help customers see themselves working with you, to guide them without talking down to them (to be an expert without being a snob), and to make them feel good about their purchase, tells them whether you’re considering their urgent, possibly stressed, perspective at the time when they find your site (tact)

So whether you’re running a restaurant, teaching your servers to be guides to your cuisine; steering a small shop or service business, remembering that the customer’s viewpoint is the one that counts to build loyalty, even if you think your amazing-ness is self-evident; or re-designing your website as a beacon of positive energy for your weary web-searchers in 2011—

Handle your merchandise (show off your stuff) in the best possible light… not the way you like to show it off, but in a way that the customer will see as the best possible light.


Grow and be well,

Kelly Erickson


P.S. If you enjoyed this post, I hope you’ll subscribe by email or by RSS (it’s free!), and link to it, Stumble it, or otherwise bookmark using the “Share” button below. And if you’d like more information on creating Maximum Customer Experience for your website or online business, check out our Web Audit and Web Experience Solution. Because 2011 is going to rock for you and for your customers, and I’d love to get you ready to grow!