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:


New York Times

Apple's iPhone Sales Drive Record Profit
New York Times
Sales of iPhones, including the new, big-screen iPhone 6 models released last month, helped carry Apple to a record-breaking quarter and offset slowing sales of one of Apple's other major products, the iPad, the company announced Monday. Apple sold 39 ...
Apple's iPhone sales beat Street but iPad volumes slideReuters
'Blow-Away' Mac Sales Defy Shrinking PC MarketHuffington Post
Apple Q4 2014 earnings: revenue surges on huge iPhone 6 salesThe Verge
The Detroit News -BBC News -Sacramento Bee
all 1,424 news articles »

Salesforce Planned Stock Sales Hit $19.0 Million
Barron's
The sales were made through 10b5-1 transactions, some of which included options exercises. Chief Executive and Chairman Marc Benioff sold 260,000 Salesforce.com (ticker: CRM CRM 0.7190364911019235% Salesforce.com Inc. U.S.: NYSE USD56.03 ...

and more »

International Business Times

Apple Inc. (AAPL) Earnings Preview: Strong Early iPhone 6 Sales Expected ...
International Business Times
How great was the first weekend of iPhone 6 sales? How badly does Apple Inc. need its new iPads to be a hit? Those are two questions we expect to be answered when Apple releases quarterly earnings tonight. The announcement comes following a number ...


ZDNet

Apple Q4 2014 hardware sales: iPhone strong, and strongest ever Mac quarterly ...
ZDNet
This makes it the iPhone's third best quarter to date for the device, and beats the sales that analysts were expecting by a good margin, who had pegged sales to be in the region of 37.5 million. Moving on to the iPad, Apple sold 12.31 million tablets ...


Wall Street Journal (blog)

Despite Sales Bump, All Is Not Well in China's Real Estate Market
Wall Street Journal (blog)
China home sales enjoyed a bit of a bump last month, but Beijing's Tuesday data dump suggests the country's vast property sector faces more suffering ahead. Housing sales in China in the first three quarters of this year fell 10.8% to 4.05 trillion ...
China third-quarter housing sales fall almost 11%MarketWatch
Home sales in China soar after policy relaxationSouth China Morning Post (subscription)

all 11 news articles »

Wall Street Journal

IPhone 6 Recharges Apple's Growth
Wall Street Journal
Driven by booming sales of its new bigger-screen iPhones, Apple on Monday said its quarterly profit rose 13%, and it predicted record holiday sales in the current three-month period. Meanwhile, Samsung's approach of offering smartphones at all sizes ...


Variety

Transformers, Nerf lift Hasbro's sales
Fortune
What you need to know: Hasbro's earnings report was far stronger than Mattel MAT -2.84% , as the rival last week reported a 21% drop in Barbie sales as well as weaker demand for American Girl dolls and other major categories. In contrast, most of ...
Hasbro sales boosted by growth at boys' divisionMarketWatch
Hasbro profit up 43 pct on higher sales of Transformers, Marvel toysCNBC
UPDATE 2-Transformers, Marvel toys power Hasbro quarterly profitReuters

all 33 news articles »

VentureBeat

With earnings, Apple Pay, and China iPhone sales, Apple faces many questions ...
VentureBeat
The company is just coming off its latest event marking the launch of new iPads and Macs, plus the release of the new Mac OS Yosemite. On Friday, the company started selling its iPhone 6 and iPhone 6 plus in China. And today, Apple Pay goes live. Then ...


Apple reports record 39.3 million iPhone sales
KTVU San Francisco
Excitement for Apple's new iPhone 6 and 6 Plus models drove sales of a record 39.3 million iPhones in the last quarter, boosting the company's earnings and revenue well above expectations. All told, the company sold $23.7 billion worth of iPhones ...


Wall Street Journal

Metro Fourth-Quarter Sales Down 2.6%
Wall Street Journal
FRANKFURT— Metro AG on Monday reported a 2.6% decline in fourth-quarter sales as a strong euro and asset disposals derailed growth. Still, the German retailer said it would meet targets for the year. Sales for the quarter ended Sept. 30, which fell to ...
Metro Comparable Sales Rise, Led by Media-Saturn ElectronicsBloomberg
Metro Group Posts Reported Sales Of EUR 63.0 Bln In FY 2013/14NASDAQ

all 26 news articles »
Google News

How A Simple Greeting Or Post Card Can Turn Into Cash ? Guaranteed

I've been using a technique that has helped me to... Read More

3-Levels Of Successful Selling

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

Value Based Pricing, Not Price Cutting

Special Requirements for Reprint: we ask only that you include... Read More

Selling Commodities

"How do you create a perceived value to differentiate yourself... Read More

Business is Great; I?m Just Not Selling Anything!

Awhile back you had a great idea. An idea that... Read More

How To Get Face To Face Over The Phone

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

Refining Your Telephone Prospecting Techniques To Be A Master Closer!

Let me create a picture for you. This is the... Read More

How to Sell High Tech Solutions

Many companies are looking to improve upon the speed, security,... Read More

A Look at Child Mannequins

Not all mannequins are made to look like full-grown adults.... Read More

The Basic Secrets of A Million Dollar Sales Letter

"Accepting the consequences, good or bad, will free you; take... 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

Dropped Jaw Syndrome, Your Fastest, Most Reliable Market Test

Business owners should be more like doctors.Forget selling and start... Read More

The Doors Of Opportunity

Alexander Graham Bell once said, "When one door closes another... Read More

Persuading Learners to Buy: 7 Groups

There are seven major reasons why adults continue their pursuit... Read More

Future Business Key Element In Sales

A challenge facing many businesses is how to maintain a... Read More

Why Should I Buy From You?

Virtually every business you contact has this question in their... Read More

6 Creative Questions To Move From HOW Are You To WHO Are You

Imagine you just met someone new. The formalities of names,... Read More

Give Up the Need to Sell

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

Lessons Learned At Gunpoint

"If you do anything foolish or try to get out... Read More

The Importance of Good Sales Leads

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

Touchdown! Closing Skills for Successful Selling

It's early January 2004. The Green Bay Packers are just... Read More

How To Sell Your Products or Services on Value And Stop Selling On Price Alone

Have you ever met with, or talked to a prospect... Read More

Dress as Though You Mean Business

Could casual Friday be undermining your leadership ability?One of the... Read More

Planning to Realize Your Goals

Recently, I wrote about about creating specific, compelling goals that... Read More

More Cleaning and Janitorial Customers Using Yahoo

We use this method to find new cleaningcustomers, and it... Read More