It’s Time to Get Out of Our Customers’ Way
Ever tried to give someone your money, only to find yourself jumping through hoops to make it happen? Frustrating, isn’t it?
Now flip the script: What if your customers are experiencing that same frustration with your company? What if, despite their willingness—even eagerness—to invest more in your products or services, you’re unintentionally putting up barriers that make it difficult or unappealing for them to do so?
I’ve seen this scenario play out in countless companies, and it’s what I call revenue roadblocks.
These are self-imposed obstacles that hinder customers from buying more from you, buying more efficiently, or sometimes buying at all. They’re not just minor speed bumps; they’re significant barriers that can delay revenue, reduce customer satisfaction, and ultimately stunt your business growth.
Let’s dive into how these revenue roadblocks manifest, why they’re detrimental to both you and your customers, and what we can do to remove them.
The Hidden Barriers to More Revenue
Imagine you’re a customer who needs to add more seats or licenses to your account—perhaps your team is growing, or you need additional functionality. You log into your account, ready to make the purchase, only to discover that you can’t do it yourself. Instead, you’re prompted to contact the sales team.
Here’s where the roadblock appears.
Why is this a problem?
- Avoidance of Sales Conversations: Many customers dread talking to sales reps because they anticipate upselling or pressure to purchase more than they need.
- Delays and Inconvenience: Requiring a conversation adds time and friction to the process. The customer needs more seats now, not after scheduling a call.
- Workarounds Begin: To avoid the hassle, customers start manipulating their existing licenses—sharing logins, rotating users, or removing less active users to free up seats.
This isn’t just hypothetical. I’ve witnessed it firsthand numerous times. Customers will go to great lengths to avoid unnecessary interactions, even if it means compromising their own efficiency and your revenue.
The Cost of Revenue Roadblocks
These barriers don’t just delay a single transaction; they have ripple effects that impact both your business and your customer relationships.
Delayed Revenue
- Lost Time Equals Lost Money: If a customer needs additional seats today but doesn’t purchase them until six months later, that’s six months of revenue you’ve missed out on.
- Reduced Purchase Amounts: The hassle might lead customers to buy fewer seats than they actually need, limiting your revenue potential.
Decreased Customer Satisfaction
- Inefficient Workarounds: Customers juggling licenses or sharing logins aren’t getting the optimal experience with your product.
- Frustration Builds: Obstacles can erode trust and satisfaction, making customers more susceptible to looking for alternatives.
Increased Churn Risk
- Short-Term Fixes Become Long-Term Problems: Persistent frustration can lead customers to reevaluate their relationship with you.
- Competitors Look More Attractive: If a competitor offers a smoother, more user-friendly purchasing process, customers might jump ship.
Challenging the Assumptions
You might be thinking, “If customers need more licenses, they’ll just contact sales. That’s how it’s always been done.”
But let’s be honest—are we convincing ourselves of that because it’s convenient for us? The data and customer behaviors suggest otherwise. Customers prefer convenience and autonomy. Forcing them into unnecessary interactions is more about our comfort than their needs.
Removing the Roadblocks
So, what’s the solution? It’s straightforward: Make it easy for customers to give you more money when they want to.
Implement Self-Service Options
- In-App Purchases: Allow customers to add seats or licenses directly within the application with just a few clicks.
- E-commerce Integration: Use online purchasing systems that are seamless and user-friendly.
Empower Customer Success Teams
- Quick Adjustments: Enable Customer Success Managers (CSMs) to add seats or make account changes on behalf of the customer without bureaucratic delays.
- Proactive Support: Train your team to identify when customers might need more resources and offer assistance before they encounter roadblocks.
Streamline Logistics
- Simplify Contracts: Adjust contractual terms to allow for easy scalability without renegotiation every time.
- Automate Processes: Use automation to handle administrative tasks, freeing up time and reducing errors.
The Benefits of Clearing the Path
By removing these revenue roadblocks, you create a win-win situation.
For Your Business
- Accelerated Revenue Growth: Immediate purchases mean immediate revenue.
- Higher Lifetime Value: Satisfied customers are more likely to continue expanding their use of your products over time.
- Competitive Advantage: A smooth purchasing process can set you apart from competitors.
For Your Customers
- Enhanced Experience: Easy access to the resources they need when they need them.
- Increased Productivity: No need to waste time on administrative hurdles or inefficient workarounds.
- Stronger Relationship: Feeling valued and heard strengthens their connection to your brand.
It’s Time to Get Out of the Way
We need to shift our mindset from controlling the sales process to facilitating the buying process. Our role should be to make it as effortless as possible for customers to succeed with our products—and that includes making additional purchases simple and straightforward.
By acknowledging and eliminating these revenue roadblocks, we not only unlock immediate financial benefits but also build a foundation for long-term customer loyalty and advocacy.
Final Thoughts
Let’s stop putting unnecessary obstacles between our customers and the solutions they need. Evaluate your processes critically: Are there points where you’re forcing customers to jump through hoops? Are there outdated policies that serve your company’s convenience more than your customers’ success?
Remember, every roadblock you remove isn’t just a barrier lifted—it’s an opportunity gained. For your customers, for your revenue, and for your growth.
Let’s pave the way for smoother journeys and stronger partnerships. After all, when our customers thrive, so do we.
About Lincoln Murphy