How safe does your customer feel during the sales process? Does your process push them away or pull them in?

My youngest daughter went to a comparison website to look at health insurance options. She was browsing the site after entering her details, including mobile number, that were required to use the comparison tool.

She chose that site because she loved their branding and marketing - a big tick for them.

After only a few minutes on the website her phone rang, with a man identifying as from the comparison site, asking her questions about what she was looking for, what cover did she want, when was the last time she went to hospital and so on.

This was an uninvited call, applying sales pressure to someone who was browsing in private to gather information. In her words "it felt creepy" and why would she give any information to someone just like that.

The comparison site went from her having a high opinion of them, to pushy and creepy. Instead of her feeling safer by using the comparison site to find a good deal, she felt violated by it.

There is no substitute for making the buyer feel safer with you than they might be without you ...

Audit your sales process, is it designed to make your buyer feel safe with you?