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.
Last minute discounting has become so prevalent that many companies... Read More
Obtaining merchant status will help to increase your sales. Consumers... Read More
Some trainers and sales managers teach that there are prospects... Read More
No matter what you sell--products, services, or causes--one of the... Read More
At-ti-tude, n.One of Webster's dictionaries describes the word attitude as:a... Read More
Could casual Friday be undermining your leadership ability?One of the... Read More
We use only 5% of God's given potential, 95% of... Read More
Selling is just a whole lot easier when you know... Read More
I'm not a baseball fan. Never have been. In fact,... Read More
It is vital that insurance salespeople have a steady stream... Read More
Ever have a prospect start out your sales call by... Read More
A challenge facing many businesses is how to maintain a... Read More
If you were selling a mansion, and you were selling... Read More
Make no mistake that emotions are the driving force behind... Read More
"Accepting the consequences, good or bad, will free you; take... Read More
Going into your workday and waiting for things to happen,... Read More
HANDLING OBJECTIONSSales presentation is not always going to be plain... Read More
In the last article... Read More
Benefits are what motivate people to purchase from you, right?... Read More
With the dot.com revolution crushing once solid business models on... Read More
Why would a prospect buy from you rather than from... Read More
The other day, I received the last issue of a... Read More
Many pressure washing companies try to stay away from the... Read More
Selling With Purpose What is it about selling that makes... Read More
Business owners of long standing know the cardinal rule "take... Read More
Have you ever wondered why some people use long sales... Read More
Sales letters, sent via e-mail or snail mail, are an... Read More
Why should you describe your business to others in 5... Read More
Yesterday I received a call from a financial planner named... Read More
You could just send out your brochure to potential customers... Read More
Remember those school exercises that started "Compare and contrast....yada yada... Read More
I wonder when we decided to become a sales person.... Read More
Lance has what it takes and then some.Did you know... Read More
This article is meant to inform. Please don't construe this... Read More
We all know that you can't earn your commission until... Read More
If you were selling a mansion, and you were selling... Read More
The traditional "Quotation" was originally devised during the Industrial Revolution... Read More
Cold calling can be a great way to generate quality... Read More
Over the years, many prospects have hidden behind their well-trained... Read More
As a professional service provider you face special challenges promoting... Read More
The Technical Revolution has done a lot for us --... Read More
It may sound funny, but honestly, if you're opening up... Read More
Sean works for a major telecom company.During one of our... Read More
Let me create a picture for you. This is the... Read More
Still more discoveries from the recent studies in behavioral economics:Over-Valuing... Read More
Do you have 5, 10, or 20 years of sales... Read More
Back in the days when I sold for CTV and... Read More
A lot of people are very intrigued by the idea... Read More
This is a stupid question but it has to be... Read More
Does your Sales Pipeline leak? If you answered no, you... Read More