I visited a fast food joint yesterday for lunch and ordered in the drive through lane.
Them: "Welcome to [fast food joint]. May I help you?"
Me: "Yes, I'd like a chicken sandwich combo with lettuce, tomato, and mayo with a sprite, please."
Them: "You want a chicken sandwich? With what on it?"
Me: "Lettuce, tomato, and mayonaisse. The combo with a sprite."
Them: "The chicken sandwich combo?"
Me: "Yes, with a sprite."
Them: "What would you like to drink?"
Okay, this exchange may have resulted because the person on the other end was busy collecting money from a customer ahead of me, or maybe because she wasn't paying attention, or maybe because her headset was malfunctioning, or maybe because I wasn't ordering in the manner in which she was prepared to accept it ... or maybe it was a sign that I shouldn't be eating fast food..
Whatever the reason, I was frustrated and ready for the whole experience to be over with. I was too hurried and hungry to protest to management and, really, what for? Would it have changed anything? I'm not sure it would.
How do your prospects/current clients "order" your services? Are you too busy to give them the proper attention? Too bored with their needs because it's just the same old-same old? Is your technology lacking? Or do you force your prospects/current clients into a box in order to respond to your systems? If you make it difficult for your prospects, I'm certain that like me, they won't complain. They'll just go elsewhere.
The lesson is obvious: The first touch is obviously the most important. Make it easy. Make everything easy. What's one thing you can do to ease the ordering process for your prospects/current clients?