To buy …or not to buy?
Are you having difficulty persuading your clients to buy? or Are they buying from your competition even if your solutions are better for them?
You probably think that you just need to spread the word about your products and services and because you know your customers will benefit from them, they will just pay the price. But no matter what your business is, you are dealing with humans and humans don’t make logical decisions, they are largely driven by needs, beliefs, and emotions.
Your customers don’t buy products or services. They will buy things only because it helps them to achieve their goals and they will do it only if the expectation of value is higher than the pain that comes when thinking about losing money or time.
From a buying point of view, you think, “I want this” because you perceive the pleasure of a potential reward or the solution to avoid or solve a problem. You know the benefits and you are ready to buy it. Then you see the price, and guess what? Your brain experiences pain because you will have to give away the money that you already own. You think twice, and you probably change your mind, even if you know that you still want and need it.
Your clients do the same!!!
Then, next time you are trying to market or sell, REMEMBER:
- Explain the value and dissuade fears. Customers will pay the price only if you can explain to them, what and how they will receive more value in what the will get than the money they will give up. Credit Cards are a great example!
- If your strategy is expensive don’t drop the price; give more. First, you don’t want your customers to question how good your products could be at such a low price. The price itself can be a sign of how much value your potential customers will receive.
- Talk to Mr. Rational and Mrs. Intuitive at the same time. Increase your power of influence over the purchase by using explicit and implicit motivators. Emotion buys it, and the reason justifies the purchase.
Are you using persuasive and effective techniques in your marketing or sales? Share why or why not in the comments below. We all want to learn from your experiences!