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:


U.S. News & World Report

Sales for holiday shopping season come down to the wire
U.S. News & World Report
FILE - In this Thursday, Nov. 27, 2014 file photo, Giselle Basurto, of Mexico, shops at a Kmart store in New York on Thanksgiving Day. Retail sales rose 1.8 percent from Nov. 1 through Monday, Dec. 15, 2014 according to data provided from First Data ...

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The Detroit News

Michigan sales tax hike plan faces rough road
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The general sales tax increase would protect schools and municipalities from losing money as a result of the other part of the plan — eliminating the sales tax on fuel and more than doubling taxes on gasoline and diesel fuel dedicated to road repair ...
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Christian Science Monitor

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'Super Saturday' sales, coming this weekend, offer one last chance for you to score a deal on that perfect present. We've compiled all the data you need to know before going Super Saturday shopping.
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Super Saturday Sales Expected to Trump Black FridayNBC26
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The Detroit News

Michigan Legislature puts sales tax hike on ballot
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The Senate's action followed approval of an 11-bill package that will pump $1.2 billion more annually into road repairs and provide public education with an extra $300 million annually if voters approve the sales tax increase. The Senate vote was 26-12 ...


Jackson Clarion Ledger

Data shows sales up in Hinds County
Jackson Clarion Ledger
From July through October, Hinds saw net sales across all industries grow slightly to $2.07 billion from $2.06 billion in the same stretch in 2013. Madison County saw its net sales drop from $1.1 billion to $782 million in that timeframe, while Rankin ...

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This drug costs $1125 per pill and is about to shatter sales records
Washington Post (blog)
You may have heard of Sovaldi, the infamous hepatitis C drug that costs $1,000 per pill, or $84,000 for a 12-week course of treatment. Despite its price tag, Solvadi has been a runaway hit. But now there's a new hepatitis C drug that's even more ...

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Reuters

US holiday sales may recover with help of deep discounts
Reuters
Christopher pointed to a 3 percent rise in the ICSC-Goldman Sachs index of chain store sales for the week ended last Saturday as a sign of that momentum. He now believes sales during November and December, the most common definition of the holiday ...
Retail sales are holding up, biggest shopping day yet to comeDallas Morning News

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Quartz

What BMW's China sales really say about the country's slowing economy
Quartz
Part of the tension comes from BMW's outsize clout vis-a-vis dealers; but another element arises from the Munich headquarters' reward system and its setting of unrealistic expectations that encourage dealers to make unprofitable sales. Yes, BMW's ...


The News Journal

Grinchy gunmen rob 5 at Christmas tree sales lot
The News Journal
Two men with guns robbed five people in a Christmas tree sales lot in Claymont, state police said Friday. Shortly before 9 p.m. Thursday, the gunmen confronted five victims in the parking lot of the former Bourbon Street Grill in the 2600 block of ...

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The Guardian

BlackBerry Ekes Out A Profit Despite Sales Tanking (BBRY)
Seeking Alpha
BlackBerry (NASDAQ:BBRY) reported a profit of $16 million. Okay, it was an adjusted profit after reversing an accounting loss of $150 million related to its debentures, but profit nonetheless. Device sales fell short of my estimates with 2 million ...
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