“I’ve been mailing checks for 30 years – why change now?”
If you’ve heard this from your customers, you’re not alone. As a propane marketer, you know that offering online bill pay or EFT automatic payments isn’t just about keeping up with technology – it’s about making life easier for your customers and your team. But getting the word out effectively & motivating customers to take advantage? That’s where many companies struggle.
Understanding Your Customers’ Hesitation with Online Bill Pay
Help is on its way!
Let’s talk about why some of your customers haven’t made the switch yet. The fact is, many are perfectly comfortable with their current routine of cash or writing checks. And, others might worry about internet security or feel uncertain about how online systems work.
A big concern? Some of your long-term customers might fear losing that personal connection they’ve built with your company over the years. These are all valid concerns, and addressing them head-on is key to helping your customers embrace more convenient online options.
The good news? More and more bills are being paid online, by over 70% of consumers. Because it offers benefits they can’t ignore:
- 24/7 payment & account access convenience from any device
- Instant payment confirmation
- Easy access to payment history
- Optional payment reminders
- Higher security than mailing checks
- Automatic bill pay options
So, How Do You Get Them to Sign Up?
Here’s the thing – your customers won’t know about any of these benefits unless you tell them. And not just once, but multiple times through multiple channels and touchpoints.
Start with your existing communication channels.
That invoice you’re sending out? Add a simple note about online payment options. Those seasonal contract renewals? Include a quick guide showing how easy it is to set up. Your delivery drivers, who already have great relationships with your customers? They can mention the convenience of online payments during their regular stops or add the info to a door hanger/delivery slip.
Remember to track your progress, but don’t just focus on numbers. Yes, watching the percentage of customers using online payments is important, but so are the stories. When a customer tells you how much they love getting email reminders before their payment is due, or how auto-pay has made their life easier – those are the wins worth celebrating and sharing. Hearing it from other customers can sometimes be the most convincing for other customers to get on board.
Leverage your digital channels effectively
Your website is often a customer’s first point of contact, so it needs to provide easy navigation to essential tools. Use a message bar, homepage slider, and blog posts to clearly communicate the benefits of online payments. Follow up with simple setup instructions and FAQ answers to address concerns and make the payment process as seamless as possible for your customers.
Email marketing is another powerful tool, but timing is everything. Instead of sending a single announcement, consider a series of friendly reminders highlighting different benefits. One week, focus on the security features that protect their information (which, by the way, is typically more secure than mailing checks). The next time, share a customer story about how auto-pay helped ease their minds while on vacation, or a quick “how to” addressing a common question.
Social media also offers unique opportunities to connect. Short video tutorials showing how to set up online payments can be surprisingly effective – especially when shared by a familiar face from your team. Customer testimonials, particularly from long-term customers who were initially hesitant, can be incredibly persuasive.
Community events are golden opportunities too. Whether you’re at a local fair or hosting a customer appreciation day, having someone ready to demonstrate your online payment system can help overcome that initial hesitation. If you are handing out flyers at the event, create a QR code that links to a quick tutorial video on your website showing how easy it is to get started.
Take advantage of every personal interaction to promote online payments. When customers visit your office or call in, use this one-on-one time to highlight the convenience of digital payments and offer to walk them through the setup process. These direct conversations are perfect opportunities to address specific concerns and demonstrate the system’s ease of use firsthand.
Measuring What Matters
Remember to track your progress, but don’t just focus on numbers. Yes, watching the percentage of customers using online payments is important, but so are the stories. When a customer tells you how much they love getting email reminders before their payment is due, or how auto-pay has made their life easier – those are the wins worth celebrating and sharing. Hearing it from other customers can sometimes be the most convincing for other customers to get on board.
Don’t just take our word for it
“…Our Account Director, Cegi, is great to work with and very responsive to any of our questions. I would highly recommend them to anyone who needs their services.” Dana, Dickens Gas
Build Online Pay Success
Most importantly, keep emphasizing that online bill pay is an additional option, not a replacement for traditional payment methods. This isn’t about forcing change; it’s about offering convenience. When customers understand that you’re adding value rather than taking something away, they’re much more likely to give it a try.
The shift to online payments doesn’t happen overnight, and that’s okay. Keep your communication consistent, your support strong, and your messaging positive. Before you know it, you’ll have customers wondering why they didn’t switch sooner.
