Do you know why your customer won't buy? You've given her the best price, possibly even the best options. Yet she fidgets. Maybe, maybe not, she ponders.
You stand by the wayside and sweat, praying the sale will go through. Then almost inexplicably, it slips out of your hands, and you don't even know why. You curse, rant and rave silently at her indecisive nature. Yet ironically, the fault is all yours.
Don't agree? Hold your horses and you'll learn a simple, fundamental psychological factor you've been missing in your marketing strategy, and how you can rectify it in a flash.
Why The Trees In Our Front Yard Are Still Looking For a Barber
Let me tell you a story about our front garden. Any time now, I'm expecting Tarzan and a couple of chimps to swing merrily by. Like something out of a horror movie, the foliage has spread its tentacles, and now hangs menacingly over several parts of the house.
Yes I know we need an arborist to lop off those branches. And yes, we have called in at least half a dozen. Incredibly, we haven't made up our minds on whom we should choose. Like deer caught in the headlights, we've been frozen in indecision. One itty-bitty factor would have made it easy to decide, but it has eluded us completely.
I Know What You're Thinking, And It's Not Price?
Oh boy! We have estimates up to our ears. One quote is as high as $800 (aaargggh!), while the other one blushes at $250, and all the rest do a merry dance in between. You'd think the cheaper quote would get the thumbs up right away, wouldn't you? Well it didn't.
In fact, it has added to the confusion because we can't understand why there would be such a huge difference for what is essentially the same job.
And Here Is The Reason Why We Can't Decide...
It's a factor called the Full Story. While every single one of those arborists provided us with quotes, not one of them gave us a single reason to choose them. Any reason would have been better than none. Ten reasons would have clinched the deal, even with a higher price.
This is one of the main reasons why most deals seem to disintegrate before the eyes of most business owners and sales people. We fail (and fail miserably) to educate our customers about the unique advantages of working with us.
It's An Impossible Puzzle If It Doesn't Have The Pieces
People need to be gratified psychologically. Our brains are dying to know more about the companies that bid and all we get are terms and prices. The arborists should have educated me about the quality of their cutting, their comprehensive insurance policies, their warranties, their skills, and their service guarantees in detail. I needed to know anything and everything that would help me decide in someone's favor. Not one of those bids included that kind of information.
Look at yourself. Let's say you hire someone for your firm. How little would you like to know about him? Or say you go out on a date. How little do you want to know about your partner? Every piece of the puzzle is absolutely necessary. Don't forget to give your customers a reason to buy from YOU. Tell them about yourself. Provide all the juicy details, and you will leave your competitors crying in their beer.
What Is The Psychological Reasoning Behind The Whole Story?
The strong, silent type is the one our mamas told us to watch out for. We instinctively trust people less who tell us less. Even if we do like the person, we want them to open up. If you want people to trust you, you have to tell them about yourself.
This instinct of distrust is hardwired in our brains, and you'd do well to pay attention to it. A lack of adequate detail doesn't help to build trust, which is why customers go from hello to sayonara very quickly. Once you have their attention, stop saying stupid things like, "Buy from me," and start giving them all the reasons WHY they should buy from you (read the article on The Power of Why). Add spices to your marketing strategy curry, and your customer will be captivated by the aroma. Churn the gastric juices in their brains. Make them salivate. Get them to drool. And when they're ready to eat, feed them well.
Telling the Whole Story eliminates a big hurdle called risk. The less your customers knows about you, the more they are frozen in indecision. When faced with this scenario, they resort to the only thing they know-price. Just like you, they make a decision on the cheapest, trashiest option available? because that's all you gave them!
Abolish the hazard of your customer choosing to buy solely on price. Give her a first class education about why she needs to buy from you.
The worst thing you can do is leave her hanging without sufficient info.....
©Psychotactics Ltd. All Rights Reserved. Wouldn't you love to stumble upon a secret library of small business ideas?Find simple, yet electrifying ideas, on copywriting, public speaking, sales conversion, marketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.com/ today and judge for yourself.
It is important that organizations find other companies to do... Read More
You have a great product, but it's not flying off... Read More
I was sitting at my desk last week when my... Read More
Speak to almost any self employed professional and most of... Read More
So, you are taking your products and heading to a... Read More
This evaluation is not for the "weak-kneed". Real questions to... Read More
Imagine you just met someone new. The formalities of names,... Read More
Sales is a critical part of any business, including non-profits.... Read More
? Go through the "no's" to get to "yes." ?... Read More
Sales letters, sent via e-mail or snail mail, are an... Read More
Everyone wants the best possible value in every transaction, but... Read More
For centuries ? at least since the serpent convinced Eve... Read More
Do you know your conversion rates? Conversion rate is the... Read More
The largest sale that I ever closed was negotiated over... Read More
Your job as an event planner doesn't stop with the... Read More
The best of all worlds is to have a product... Read More
Lance has what it takes and then some.Did you know... Read More
Do you hang up on telemarketers? 9 times out of... Read More
Any time a clothing store opens or expands, they must... Read More
Myth 1: Sales People are all Shady!In the Broadway play... Read More
Zig Ziglar use to say in seminars and on tapes... Read More
----------------------------------------------------------Permission is granted for the below article to forward,reprint, distribute,... Read More
What methods can we use to install confidence into your... Read More
Saturday morning, I sat in my pajamas, sipping strong, black... Read More
1. Make telephone callsFew things are more terrifying than the... Read More
One of the most useful and fundamental communications lessons that... Read More
If you plan to do sell your product or service... Read More
When buying something, you can buy in one of two... Read More
Products for sale need to be displayed in a manner... Read More
A white paper supports PR, marketing and sales because it... Read More
You arrived on time and completed your calculations. You worked... Read More
Keeping the 80/20 rule in mind; that is that 80%... Read More
What do the words that you use say about you?... Read More
The main reason for buyer resistance and selling stalls boils... Read More
Occasionally EGOPOWER readers send me questions or topic suggestions that... Read More
After completing a workshop on personal productivity or time management,... Read More
Junk mail. We all get it. And it goes straight... Read More
All customers have a choice to make. Sometimes that choice... Read More
Hi, I'd like to discuss the most powerful words you... Read More
Will you do just about anything, including sending out hundreds... Read More
A few weekends back, the Brobdingnagian Bards performed at the... Read More
It may sound funny, but honestly, if you're opening up... Read More
Where many marketing conversations get off-track are the ones you... Read More
While working with a new coaching client, I asked to... Read More
We all know that you can't earn your commission until... Read More
Some of the best sales people I have ever met,... Read More
Imagine you just met someone new. The formalities of names,... Read More
If you need to hold a fundraiser and don't know... Read More
The difference between antique or vintage store fixtures and used... Read More
You may not realize this, but when if you are... Read More