Imagine you’re browsing through a variety of mobile phones in the hopes of picking up one that’s of good quality and where you can get the most of it. The choices seem almost endless and every phone seems better than the last one, and because you find it a bit hard to make up your mind, you ask some of your friends what they’d recommend. You ask the salesperson what the differences between the different models are and you weigh your options according to your own standards and opinions before settling for the ‘right one’.
The truth is, before buying a product, there are many factors that come into play that will influence our decision making. Our customer’s purchase decisions are greatly influenced by emotions, options, and opinions presented to them, and by the environment around them. Our goal when selling and marketing our products and services is to be mindful of their different biases so that we will be able to plan and execute our marketing tactics accordingly.
Let’s look at the most common struggles our customers face when trying to make a buying decision and what we can do to help them overcome these struggles.
There are always two voices inside our customer’s heads. The one that enables us to the instant gratification of our wants. Then, we have another voice that is more concerned with the long-term effects, weighing all its benefits and cost first. Because of this tug o’ war that happens in their minds, oftentimes our customers merely become window shoppers instead because it seems difficult to make a solid decision.
Pro-Tip: Your response in marketing and sales now is to convince our customers that they need your services and/or products; convince them that buying from your business is an investment rather than just a temporary fix.
Go with the Flow
It is almost a knee-jerk reaction that our customers immediately consult family and friends or even read reviews from strangers on the internet to console themselves that whatever decision they make, it’s going to be the right one. It gives them a sense of comfort knowing that there are other people who are using or have used a certain product before and can testify whether if it works or not.
Pro-Tip: Be one of the people outside of your customer’s circle of influence who can reassure them that they are making the right choice. No matter how credible your reputation as a brand already is, a newcomer’s mindset will always be a little bit cautious at first.
The most effective way to appease their minds is by using this principle that has been used by many advertising and marketing agencies before, “seven out of 8 people choose to use X product”. Trust us, it’s like a magical formula.
Too Many to Choose From
In a perfect world, you would be the only company/business that offers the products and services that you do and you wouldn’t have to worry about competition, but the reality is that we don’t live in a perfect world, and there will always be competition around. In addition, your customers face the same issue. While it is a good thing to have options to choose from, many buyers get stuck in making a final decision because they are overloaded with them.
Pro-Tip: What you want to do in this case is to make sure that you rise above the crowd and most importantly – Rise above your competition. You all may offer the same services and products, but how does yours differ from theirs? Determine all the factors that set your products above the others and highlight those points in your sales campaigns and marketing strategies.
When pitching your services and products to your customers don’t – I repeat – don’t overcomplicate things by having too much information and fine print attached to your products. It doesn’t mean that you shouldn’t disclose with them all the details that they need to know before making a purchase, but make it simple. Humans prefer things that feel familiar and simple to understand. They don’t really want to bother with comparing all the details between two products.
Pro-Tip: The way that you can win your customers over in this aspect is, like I’ve mentioned earlier, to keep things simple. This goes for your campaign designs as well as when presenting your service/product to them face-to-face. Make sure that your first encounter with your customers is positive, imprinting a good first impression on them. This way, you ensure a good first purchase and leaving them with a positive buying experience. They will now see your brand as familiar and therefore, they’ll keep coming back!
There is no strategy set in stone for how to deal with every single customer because each and everyone is different from the other. As the industry is ever-evolving, so are the customers. As marketers and salespeople, you have to keep growing with your customers and understand the way they think and perceive things as they go along their buying journey so that you won’t fall behind and grow stagnant in your tactics and strategies.