Why Are Customers So Indecisive?

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.

Ta-Ta Risk

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.

In The News:


Forbes

January Pending Home Sales Hit Highest Level In 18 Months, Says NAR
Forbes
NAR's Pending Home Sales Index, which tracks contract signings (as opposed to closed sales), rose 1.7% in January to 104.2, from an upwardly revised December level of 102.5. (An index of 100 represents an average level of contract activity.) That level ...
Pending Home Sales Rose 1.7% in JanuaryWall Street Journal
Index of Pending Home Sales Rose in JanuaryNew York Times
Pending Home Sales at 18-Month High24/7 Wall St.
Bloomberg -Reuters -Fox News Latino
all 131 news articles »

Fortune

Shocker: #thedress is selling like crazy right now
Fortune
A dress that became Internet famous Thursday night is now a big seller for the company that makes it. A picture of Roman Originals' dress sparked a massive online debate over its true colors Thursday — gold and white or black and blue? The dress ...
#TheDress -- Blue/Black, White/Gold ... Sales are Through the Roof!!!TMZ.com
The Dress Sales Are Up: How Much the Black and Blue Dress Costs, Whether a ...Us Magazine
'What Color is The Dress' Sends Sales Up by 347%!Just Jared Jr.

all 1,179 news articles »

Hartford Courant

Car Dealers Short-Circuit Over Tesla Sales
Hartford Courant
The new Tesla Model S P85D produces extra power with the addition of a second electric motor putting out the equivalent of 691 horsepower. It's priced at $104,500. The new Tesla Model S P85D produces extra power with the addition of a second electric ...


fox6now.com

#TheDress goes viral: Sales soar 347%
CNNMoney
Bastock said the website had been coping well with the surge in sales and online attention, and the company still has more dresses in stock. "We still have plenty in stock," she said. "Plenty to go around," noting that the dress is available in other ...
Black & blue or white & gold: #TheDress goes viral and sales soar 347%fox6now.com

all 41 news articles »

Computerworld

The secret to successful price exception for sales: Lots of bureaucracy
Computerworld
It all starts with the sales rep. He or she is on the front line of the battle for corporate revenue. They also are the first and sometimes last contact point a customer has with the company. So who better than to turn to about advice on said customers ...

and more »

PCWorld

Ericsson seeks US sales ban of Apple iPhone, iPad in patent lawsuit barrage
PCWorld
Some Apple products may be banned from sale in the U.S. if Ericsson gets its way after filing a barrage of patent lawsuits. The Swedish telecommunications equipment vendor filed nine lawsuits against Apple on Thursday, seven in the U.S. District Court ...
Ericsson seeks to block iPhone sales in the USCNBC
Ericsson aims to halt U.S. iPhone sales, hits Apple with patent lawsuitSan Francisco Business Times (blog)
Is Ericsson's Lawsuit to Block iPhone Sales in the U.S. a Big Deal?TheStreet.com
Technology Personalized -News Every day
all 372 news articles »

SFGate

Target sales increase offset by loss on Canada store closings
SFGate
Target Corp. delivered a cautious profit outlook for the first quarter and reported a loss in its fourth quarter, dragged down by costs to end its money-losing foray in Canada. But the discount retailer recorded stronger-than-expected sales during the ...
Target Sales Rebound, But Canada Exit Is Costing ThemForbes
Target beats and sales forecasts in sign strategy workingReuters
Target Sales Grow at Fastest Rate in Three YearsWall Street Journal
Business Insider
all 240 news articles »

azcentral.com

ASU report: Look for 30-percent surge in home sales
azcentral.com
"It's really encouraging for the housing market to see home sales climb the most at the lower end of the market." said Mike Orr, director of the Center for Real Estate Theory and Practice at W. P. Carey. "Millennials and boomerang buyers are likely ...

and more »

Baxter Bulletin

MH, county sales tax revenue climbing
Baxter Bulletin
Christmas shopping in December gave Mountain Home a boost in city sales tax revenue. According to City Treasurer Deborah Cotter's report, $428,770 has been received this month, the highest city sales tax distribution for any month since 2008.


Pittsburgh Post Gazette

Pittsburgh-area Girl Scouts tap into cyber world to boost cookie sales
Pittsburgh Post Gazette
For Violet Rignani, an 8-year-old Brownie, the process of peddling Thin Mints and Tagalongs this year served up a lesson in combining 21st-century digital marketing and old-fashioned face-to-face sales. The third-grader was one of about 2,800 members ...
Girl Scouts cookie sales winding down: Get 'em while you canlehighvalleylive.com
2 days until Girl Scout Cookie sales in West Seattle (and beyond)West Seattle Blog (blog)
Girl Scouts hosting drive-thru cookie sales this weekendNewsradio 620

all 159 news articles »
Google News

Selling Your Business ? Step by Step Process

So it's finally come time to sell the business. After... Read More

The Importance of Good Sales Leads

An important part of your business plan should be to... Read More

How To Get Face To Face Over The Phone

One disadvantage of selling by telephone is the lack of... Read More

The Trusted Advisor Relationship: What Is It, and What Should It Be?

For the past months, maybe a year, I've been hearing... Read More

Your Clients Buying What Youre Selling

Linda felt like she had reached a plateau in her... Read More

3-Levels Of Successful Selling

Any selling approach that lacks a proven strategy, a practiced... Read More

I Don?t Want To Be Sold; I Want To Buy

I went shopping for clothes today.My plan was to buy... Read More

An Ideal Selling Situation

The largest sale that I ever closed was negotiated over... Read More

How To Write A Riveting Sales Letter That Closes Sales

How do you get people's attention and build their interest... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

Use Bundling To Increase Your Profits And Sales

Use Bundling To Increase Your Profits And Sales An effective... Read More

Selling Services

Selling a service isn't the same as selling a product.... Read More

Two Mistakes That Will Cost You Money

You've met a new prospect, accurately assessed their needs and... Read More

Give Up the Need to Sell

Most business people will tell you that selling is not... Read More

How To Dramatically Improve Sales Closing Ratios

A closing question asks for a final decision. A trial-closing... Read More

Losing the Big-One: Salvaging Lost Accounts

After careful consideration, we have chosen our vendor, and it's... Read More

Casual Networking

What comes to mind when you think of networking --... Read More

Telephone Techniques

TELEPHONE TECHNIQUESSelling face to face is different from selling on... Read More

Clear Up Blurry Communication

One of the top brewing companies in America is a... Read More

Im A Second-Story Man

Can you say who you are and what you do... Read More

Finding a Used Mannequin

Many stores on a budget choose to buy a used... Read More

Mortgage vs. Real Estate Lead Generation

It is fairly common for real estate companies and mortgage... Read More

Selling Abilities - Part 1

Selling "-abilities": Reliability (Part 1 of 4) Most salespeople... Read More

An Introduction to Mannequins

Just about every clothing store uses mannequins. There are many... Read More

The History of Sales: Dale Carnegie is Still with Us

I've recently been hearing sales companies talk about how they... Read More