Get your customers to say I do
Published February 14, 2008 by Gillian Hunter
Getting people to buy isn't a simple process.
You sell but your customers buy. You have a sales process and your customers have a buying process.
The fact is - your customer doesn't give a hoot about your selling process. They're only interested in the buying process. However, if you can marry these two things you'll be onto a winner.
The thing is, not everyone is at the same point in their decision making. Some will arrive at your door and know exactly what they want - ready to buy. Others will still be searching for information to help their decision process. While others will just be looking around. They may not plan buy - but could be persuaded if you capture their interest.
Everyone has a buying process. Sometimes its quick. Sometimes its painfully slow for the seller (and the buyer at times). One person can make the decision - or you may have to persaude different people at different levels to get a buying decision.
So, how do you persuade people to buy? You need to be able to demonstrate you understand their needs, answer their questions, and provide them with information that will help their decision process. First, answer these basic questions:
1. Who is my customer / potential customer?
2. What do I want them to do next? What action do I want them to take?
3. What information do I need to provide to make them confident of taking that action?
Persuade People to Buy: Inform, Reassure and Persuade We all know the buying process isn't simple. However, this will give you a starting point on which to build your content. You may want to get your team to get their heads around this:
What do they need to know? Is it easy for customers to understand our product or service? What do they need to know? Will they understand how to buy? Will they understand where to buy? Are they buying for themselves or someone else? In which case does the language help them understand ...
How keen are they? How urgently do they need our product or service? How quickly will they decide? Is this the only time they will buy? Or, will they need need more in future? Do we need to develop a long term relationship with these people?
What are the downsides? How much risk is the buyer taking on by buying our product or service? What is the financial risk? The business risk? The personal risk? etc. Besides price, what other risks are there to the customer? What will stop them from buying from us?
Who's making the decision? How many people do we need to persuade? Who are they? One person, the CEO, the board, a business unit, purchasing department and users? What information do they need to come to an agreement? Many of these questions are interconnected.
The more information you provide, the lower the perceived risk to the customer. Mind you - it can work against you too. Its all about balance. Answering these questions should provide a "starter" for you to work out what content and copy you need to help you sell. Its simple really ... if you inform, reassure and persuade people ... you will sell.
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