The Cost of Missing Information

What's stopping your customers from saying “yes”?

Think about the last time you promoted your business, event, or service and your efforts fell short. Maybe you didn't get the sign-ups you expected. Maybe people reached out but didn't follow through. It's easy to assume the problem is a lack of interest or that your offer isn't good enough. More often, the issue is simpler - people didn't have the information they needed to make a decision. Confused or under-informed people cannot make a decision. If someone is interested in what you're offering but doesn't know the price, the timeline, how to find you, or what happens next, they won't move forward.

As business owners, we often have blind spots where it matters most. Having an intimate knowledge of our business, product, or service can actually turn into a hindrance when we overlook some of the most important details that may not be obvious to potential clients. Details that feel obvious to you - like where your location is, what's included in your service, or how long something takes - aren't obvious to someone encountering your business for the first time. Here, we'll look at some of the common areas that get overlooked and can cost you the "yes" from clients.

Product & Service Details 

You likely know your business and its products and services better than anybody. You've taken the time to consider every detail and know it inside and out. It's important to remember, your clients aren't you. Information that may seem obvious to you may not be so clear to them and can be the difference between a sale and someone moving on.

For example, a gym promoting a fitness class that hasn't included the price, duration, or whether participants need to bring their own equipment will struggle to get sign-ups. An online course that doesn't specify the payment structure or whether the course is self-guided or on a set schedule leaves potential buyers guessing. People may be interested, but if they're unsure about the details, it adds barriers and can cost you the sale.

When promoting your business, make sure to include any important and relevant information. Consider getting a second set of eyes on your promotional materials or product descriptions. Include things like:

•  date and time 

• location 

• price and payment structure

• duration 

• and any additional information that may be relevant, such as whether reservations or equipment are needed, the schedule, or what to expect.

You're not trying to overwhelm potential clients with too much information. You want to ensure they have enough to make an informed decision.

Business and contact information

Making it easy for people to reach you and find you likely matters more than you think. While you are the expert on your business, your customers need to be able to locate you and get in touch with you. This applies both physically and digitally. Your website, social media, business listings, and contact information should be easily accessible, and there should be clear opportunities for potential clients to get in touch with questions they may have.

In this digital era, your business has to have a presence both for legitimacy and to be found. Using the tools available to you, such as Google Business Profile and Apple Business Connect (both of which are free), your business and its physical or digital locations should be easily accessible to potential clients to allow them to make a purchase decision.

Imagine trying to make a purchase decision and having a question that will determine whether you make that purchase or not. How long are you willing to wait for an answer before you give up or go with a competitor? Are you willing to make a telephone call, or will you wait for a response online? Or imagine you want to visit a store but can't find the business listing with the location and hours online, do you take the time to drive around looking for it just for it to be closed when you arrive? If so, do you bother going back?

We live in an era of convenience and instant gratification. If your potential clients aren't able to find you and reach you, that may cost you a sale.

Logistics and fulfillment

You've reached a potential client and they've decided they want to purchase from you. The logistics surrounding the actual purchase and fulfillment of that purchase can change that decision from a yes to a no. If necessary details aren't available, potential customers may make assumptions and skip the purchase altogether.

An e-commerce business that doesn't specify shipping location availability, costs, and timelines or minimum order requirements right off the bat can create hesitation. Someone who may be ready to place an order with a time constraint but can't be sure their order will arrive in time likely won't go through the process of trying to place the order in the first place. A service provider that doesn't share additional costs upfront may be seen as untrustworthy or misleading.

These aren't small details - they're often deciding factors. Typically, if you are asked about information, the person asking likely isn't the first to have that same question. Every question is an opportunity to make your information and processes clearer to your potential customers, whether on your website, at your physical location, or in a simple FAQ section available somewhere online.

Sometimes the barrier between interest and a sale is simply missing information. When potential clients don't have what they need to make a decision, they move on - not because your offer isn't good, but because the path forward isn't clear. The details that feel obvious to you as a business owner aren't always obvious to someone encountering your business for the first time.

The good news is that these gaps are straightforward to fix once you know where they are. Start by looking at the questions you get asked most often. Add that information to your website, your promotional materials, and your communications. Make it easy for people to find you, reach you, and understand what happens next. When you remove the barriers to decision-making, more people will say yes.

If you're not sure where the gaps are in your business or what might be holding potential clients back, we can help. High Tide Partners offers a free consultation to discuss where your business might be missing opportunities and how to move forward. Book your free consultation today and let's uncover what's standing between you and more sales.