We see this often: people assuming their customers know all the industry terminology, what the options and choices mean, and so they head straight for the pitch.
That’s a dangerous assumption to make.
Your customers probably don’t know nearly as much as you think they do. If they did, they’d probably be a competitor!
The solution? Educate your customers. Have tips and explanations and beginners guides and things you should know sections.
In the video above, Chris Lema is specifically referring to eCommerce, but I believe these principles holds true for many other websites as well – eCommerce or not.
Are you helping your customer understand what you do, so they can make the right choice? Or just selling at them?