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 Importance of setting appointments is crucial to running a... Read More
If Chicken Little were alive today he wouldn't be running... Read More
Why would a prospect buy from you rather than from... Read More
One of the top brewing companies in America is a... Read More
How many of you made as much money as you... Read More
If you plan to do sell your product or service... Read More
(Objection handling tips excerpted from Objections! Objections! Objections!)People buy people.... Read More
When it comes to effective selling, one simple fact never... Read More
We would all like to think that our product or... Read More
----------------------------------------------------------Permission is granted for the below article to forward,reprint, distribute,... Read More
Have you ever met with, or talked to a prospect... Read More
They say if you wait long enough, a style you... Read More
Sales is all about negotiating. You are negotiating from the... Read More
Long-term sales success has less to do with skills or... Read More
You can have your cake and eat it.What is it... Read More
Female mannequins are very common in clothing stores. They are... Read More
There are many fund raising ideas on the market today... Read More
Selling is a tough job, and sometimes you may need... Read More
I just got off the phone with a friend of... Read More
Your business is making profits, but where is the cash?... Read More
I am often reminded of the following true story whenever... Read More
Selling is not talking. It's listening. You may have heard... Read More
Hello everyone, hope your day is going well! I know... Read More
After our first half-hour telephone coaching session, when asked what... Read More
Writing good sales copy is not an art, it is... Read More
Does your Sales Pipeline leak? If you answered no, you... Read More
Make sure you target women. It's true for almost anything... Read More
Selling a service isn't the same as selling a product.... Read More
Some businesses flourish while others slowly fade away. There's usually... Read More
Everybody is familiar with the old retail chant, "Location, location,... Read More
What do the words that you use say about you?... Read More
To be more effective at developing relationships, one should always... Read More
We all learned in Sales 101 we must follow up... Read More
People ask me, "What should I charge?"I say, "Ask your... Read More
For technology companies, service after the sale has emerged on... Read More
1. When you make your first sale, follow-up with the... Read More
Keeping the 80/20 rule in mind; that is that 80%... Read More
Mannequins are primarily used in stores to display clothing. A... Read More
With the dot.com revolution crushing once solid business models on... Read More
Everywhere I turn, I'm being asked to weigh in on... Read More
Alexander Graham Bell once said, "When one door closes another... Read More
Strategies to help produce your brochure, advertisment or direct mail.... Read More
Selling your services to corporations is an attractive proposition. The... Read More
On an introductory call, your voice is your instrument. During... Read More
A mobile auto detailer and their profits are tied to... Read More
I am sure you are familiar with the phrase, "I... Read More
Still more discoveries from the recent studies in behavioral economics:Over-Valuing... Read More
"If you don't think well of yourself, no one... Read More
How many of you made as much money as you... Read More
Linda felt like she had reached a plateau in her... Read More