As Internet marketers, we get so wrapped up in making the sale. We make the best product that we can make. Then we make the best sales copy that we can write, Then we use the best advertising methods that we know of. Then we promote like crazy to everybody we know and don’t know. We just keep throwing enough up against the wall until something sticks and we begin to make some sales. But in all that, we never once think to ourselves, “What kind of customer do WE want?” Sound odd? Not really. Believe it or not, depending on what we’re selling, there are some customers that we’d probably be better off without, and more importantly, there are some customers who just won’t get anything out of what we’re selling.

The best way to illustrate what I am saying is with an example. Let’s for argument sake say that we’re selling a product that teaches people how to find lucrative niches online and through these niches, the person can make a nice monthly income. Sounds great, right? Okay, so a person buys this product and finds out that one of the requirements to be able to make use of this information is that the person should already be proficient at using certain web tools. Turns out that the person who bought your product is a total novice at using these tools and the time it would take for him to learn them would be astronomical, thus making use of your product, especially if it’s a time sensitive one, pointless. Ultimately, what happens is that the person requests a refund.

Naturally, we can’t account for every single possible reason that a person would return one of our products. However, what we can do in our promotions is try to make the potential customer aware of as much as possible so that they can make an informed decision as to whether or not our product is right for them.

Of course that brings us to the initial point of this article. Most marketers are so concerned and consumed with making the sale that they don’t think about these things. They consider refunds as a part of doing business online. Well, I don’t subscribe to that way of thinking. I think you can sell your product, be as honest as possible about it, and still make sales and cut down refunds to a minimum if not cut them out entirely.

The point is, what kind of customer do YOU want? Do you want to withhold information in order to make more sales, thus accepting a higher refund rate and more irate consumers, or do you want to really pick the kind of customers that you want using your products?

Only YOU can answer that question.

To YOUR Success,

Steven Wagenheim

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