Prosfores - This year marks the 3rd year that I’ve had an eCommerce store. It has been a fun experience, and with each year I’m encouraged by customer’s feedback, yet having a store is not without it’s share of lessons. In this post I share 5 of my top lessons, and invite you to chime in with yours (or ask your own questions).

Prosfores - To be honest, I was reluctant to put up a store online. I knew nothing about it (other than my own experience as a customer at Amazon, Buy.com and other merchants), and I didn’t want to deal with the headaches of returns. However, subscribers of the site, kept throwing it in my face, “I want to buy the ACT by Sage database software from you, but it is too difficult” (I handled orders over the phone, customers had to mail checks, it was a pain for all)…”you need an online store!” So I did it. It has been rewarding. Here are 5 of the top things I’ve learned in 3 years of having a small business ecommerce store.

Prosfores - If you don’t have your own product line, chances are you will be like me, and operate as a reseller. I’ve found that having good relations and communication with the product creator is key. Before signing up to resell someone’s stuff, find out:

Prosfores - Being in the position of a customer advocate has helped customers, as well as the product creator. I’ve found in keeping customers in the loop in a particular issue (regardless of size), as well as the product creator (in my case Sage Software), I’ve not only been able to improve my processes, but Sage has been able to improve theirs for resellers. If you resell for a company that has shared values here (as Sage Software does), you’ll be further ahead.
Responding as Quickly as Possible to Customers is Important

Prosfores - With all the scams and negative things on the web to steal from and waste peoples time, the ability to ruin trust and online credibility has never been at the current level. I knew that in order to succeed I had to be as responsive as possible. So, whenever a customer raises an issue, or has a question, I respond as quickly as humanly possible. I may not be flawless in this effort, but many who have corresponded with me, know that I use a Blackberry (smartphone’s help in this effort!).
ecommerce-customer-serviceGet Constant Feedback from Customers

Prosfores - I learned early on, if I could ask customers what it is they wanted, or needed I would be in a better position to have them as a customer should I choose to fill the need. When is there a better time to do that than when they have just completed a purchase? On that page I ask customers why they chose to purchase from me. The responses are very insightful to say the least. More than that, I then have those quotes as fresh content for a customer quote kiosk on the main store pages.

Prosfores - This one is simple, if you condition subscribers that all you have to offer is something to sell, you are missing a relationship building opportunity. Don’t get me wrong I do email customers regularly with offers, like now when ACT! by Sage 2010 has recently launched and has a promotion, however, I also give a lot of information away of related interest, like Top 5 Overlooked Features of the ACT! Software video training series.
Surprise the Customer

Prosfores - Let the customer know you appreciate there business by doing something unexpected. I’ve found that sometimes customers are so wounded that it is pretty easy to exceed their expectations (responding to an email in a timely manner, or answering the phone), and then there are those who will never be satisfied.