Customers Buy When They Feel Good
By Bob Leduc
Prospective customers will not buy unless they feel good about you,
your company and your product or service. Here are 4 simple
ways
you can stimulate their good feelings and motivate them to buy.
1. Personalize Your Marketing
Prospects are more likely to buy from you when they feel you are
talking directly to them about their unique needs. Look for ways to
make your sales message more specific to the needs of prospective
customers.
For example, subdivide your targeted market into several more
narrowly defined niche markets. Then customize your sales
approach so it appeals to the specific interests of prospects
in
each niche market.
Tip: You can narrow the appeal of your web site without
losing
its effectiveness with your broader market. Just create
customized web pages for each niche market you target. Then
add a
link to each of these specialized pages on your home page.
2. Emphasize Good Feelings
Prospective customers usually base their buying decision on how they
feel about your product or service. Get them excited about using it and
they won't hesitate to buy.
One way to get them excited is to convert the benefits
provided
by your product or service into a vivid word picture. Put your prospect
in the picture by dramatizing what it feels like to be enjoying those
benefits. For example: If you sell financial products, describe
what it feels like to enjoy an affluent lifestyle without
debt.
3. Confront Buyer Skepticism
A prospective customer will not buy if they have any doubt
that
you will deliver exactly what you promise. Here are 3 of the
many
ways you can confront and overcome skepticism in your customer's mind.
Use testimonials. They prove you've already delivered
satisfaction to other customers. To be effective, they should
describe a specific result your customer got by using your product or
service. For example, "In just 2 weeks I lost 9 pounds, felt years
younger and still continued to enjoy my favorite foods".
Provide specifics. Convert general statements into specific
descriptions. Instead of "quick and easy", explain exactly how quick
and how easy. Also, reduce round numbers like "15 pounds" into specific
odd numbers like "13.7 pounds". It sounds more authentic.
Tone down your claims. A bold claim creates doubt in your prospect's
mind and jeopardizes the sale. Avoid using any claim that sounds
exaggerated - even if it is true. Reduce any boldclaim to a more
believable statement.
4. Eliminate The Need To Make Decisions
Try to structure your selling process so prospective customers do not
have to make decisions. Every decision they have to make interrupts the
buying process. It diverts their attention away from the action of
completing the sale.
This can be especially hazardous when customers have
difficulty
making a clear choice among several options. Some will avoid the risk
of making a wrong choice by making NO choice and you lose a sale you
already had.
That's why you should promote only one product or service
each
time you advertise. You can use separate promotions for each product or
service. But limit your prospect's decision to only "Yes, I will buy"
or "No, I will not buy". Don't risk losing them over a "Which One"
decision.
Tip: Sometimes you can successfully combine 2 or more related
products or services into a special combination offer. But limit your
customer's decision to "Yes" or "No". Don't include an option to buy
the items separately.
Prospective customers must feel good about you, your company and your
product or service before they will buy. Start using these 4 simple
tactics to stimulate their good feelings and motivate them to buy.
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Bob Leduc spent 20 years helping businesses like yours find new
customers and increase sales. He just released a New Edition of his
manual, How To Build Your Small Business Fast With Simple Postcards and
launched *BizTips from Bob*, a newsletter to help small businesses grow
and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or
call:
702-658-1707 after 10 AM Pacific Time/Las
Vegas, NV or write: Bob Leduc, PO Box 750128. Las Vegas, NV 89136
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