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.
The need for good proposals - the business kind, not... Read More
This is an important and potentially profitable piece of advice.... Read More
Recently, I wrote about about creating specific, compelling goals that... Read More
In some situations, attempting to intimidate the other person will... Read More
Let me tell you about my friend Peter who has... Read More
Why should you describe your business to others in 5... Read More
If you were selling a mansion, and you were selling... Read More
When buying something, you can buy in one of two... Read More
The Technical Revolution has done a lot for us --... Read More
Any selling approach that lacks a proven strategy, a practiced... Read More
I've been training in countries outside the U.S. recently, and... Read More
Many stores on a budget choose to buy a used... Read More
I am often reminded of the following true story whenever... Read More
Would you like an easy way to track the performance... Read More
This week's article is my response to a question by... Read More
You've met a new prospect, accurately assessed their needs and... Read More
Does your Sales Pipeline leak? If you answered no, you... Read More
Whether you're a conventional sales person, a professional ? such... Read More
Have you ever met with, or talked to a prospect... Read More
Prospecting is the engine that propels anyone in sales. Without... Read More
The other night I was watching a classic western from... Read More
A key method of our survival in the business and... Read More
Barter is becoming an increasingly popular method of commerce. The... Read More
Here are five sure-fire ways to guarantee you will not... Read More
We would all like to think that our product or... Read More
Consulting Vs Selling, How we can make sales by not... Read More
When you are in sales and you come across a... Read More
Former General Electric CEO and legendary manager, Jack Welch, nailed... Read More
When buying something, you can buy in one of two... Read More
Part one of this article is available at ... Read More
Testimonials are all-important to sell anything. You may already have... Read More
I can remember the first time that I had to... Read More
A mobile auto detailer and their profits are tied to... Read More
The formula for defining a "profession" is similar throughout many... Read More
Sales information resource Just Sell, calls caring "sales love". Here's... Read More
Do you clam up on the telephone? An advertising rep... Read More
Sometimes we can all use a friendly reminder to keep... Read More
Your choice of materials for store fixtures includes wood, metal,... Read More
The multi million pound cosmetics industry is acutely aware of... Read More
Hello everyone, hope your day is going well! I know... Read More
How do you respond when an absolute stranger calls, at... Read More
Imagine being in a crowded concert or bar. All of... Read More
"Open-source" is typically found in the Information Technology area as... Read More
Speak to almost any self employed professional and most of... Read More
ReferralsA substantial part of your business can come from referrals.... Read More
In the last article... Read More
After reading and researching thousands of books, articles and other... Read More
As I prepare this issue of this Newsletter, at 37,000... Read More
1. Make telephone callsFew things are more terrifying than the... Read More
How many of you have a corporate web site? Everybody... Read More