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:


Wall Street Journal

E-Book Sales Fall After New Amazon Contracts
Wall Street Journal
Hachette cited fewer hot titles and the implementation of its Amazon deal as reasons that e-books fell to 24% of its U.S. net trade sales in the first half of 2015, from 29% a year earlier. Declining e-book sales contributed to a 7.8% drop in revenue ...
E-book sales fall blamed on price rises, new contractsThe Australian

all 6 news articles »

TheNewsTribune.com

Growth of South Sound home sales slowed in August
TheNewsTribune.com
The South Sound real estate market cooled in August as sales of single-family residences in Pierce and Thurston counties failed to rise by a double-digit margin for the first time since February. But let's not get greedy, because sales still rose more ...

and more »

Forbes

Balancing The New-Age Sales And Marketing Relationship
Forbes
Marketing technology is growing at a rapid rate. And that growth is causing it to infringe on the areas of the funnel that used to be the domain of the sales team. For instance, a remarketing campaign can continue to market to a potential customer even ...


Lands' End Sales Slide 10% Amid Widespread Market, Product Declines
Wall Street Journal
Lands' End Inc. LE 5.09 % 's sales continued to slide in its second quarter as its spring and summer apparel lines didn't resonate with customers, resulting in declines across all its major markets and products. But the company's shares gained as much ...

and more »

Detroit Free Press

Widow engages family in sales job
Detroit Free Press
Dear Amy: My sister lost her wonderful husband two years ago in a tragic accident. A month before his passing she had quit her job to be a stay-at-home mom with their two young daughters. Since then, she has taken on pyramid-type sales ventures to ...

and more »

Fashionista (blog)

Labor Day Weekend: Get an Early Start on These 18 Sales
Fashionista (blog)
While we usually wait until Fridays to compile our favorite online sales for your weekend browsing pleasure, Labor Day is one of those discount-heavy holiday weekends that warrant an early look because there are already so many sales to choose from. We ...


Electric rate increase possible following reduction in sales
Hastings Tribune
Through June, electrical retail sales are down 2.93 percent compared to the same time last year, electrical wholesale sales are down 48.6 percent, natural gas sales are down 12.5 percent and water sales are down 11.2 percent. “As far as where we're ...


USA TODAY

A year later, CVS says stopping tobacco sales made a big difference
USA TODAY
The decision to stop tobacco sales at all of its drugstores a year ago caused people to buy 95 million fewer packs of cigarettes in 13 states, CVS Health says in a new study out Thursday. The new study compared total sales of tobacco products at all ...
Cigarette sales down in CVS markets, including IllinoisThe State Journal-Register
CVS says its ban on cigarette sales has reduced smokingFox News
CVS says its cigarette move affected other stores' retail sales as wellWashington Post

all 338 news articles »

Dutchess home sales hot; prices remain cool
Poughkeepsie Journal
Looking to buy a house in Dutchess County? Here's the skinny: This market is busy, but the buzz is not making prices go through the roof. In fact, the median sale price of $250,000 for August was 9.4 percent below that of a year earlier. And, the ...


Another strong month for Colorado Springs-area housing; sales and prices rise ...
Colorado Springs Gazette
Monthly sales: Single-family home sales totaled 1,383 in August, a nearly one-quarter increase over the same month a year ago. While that's short of a record, last month's sales were the most for any August since at least 1993. Sales now have increased ...

and more »
Google News

Success Reloaded: The Matrix

So the other day I'm watching the movie The Matrix,... Read More

Packaging Maketh the Person

The multi million pound cosmetics industry is acutely aware of... Read More

Getting Referrals

ReferralsA substantial part of your business can come from referrals.... Read More

Ten Tips for Choosing the Right Direct Sales Company

Direct sales can be your ticket to a profitable home-based... Read More

The Truth Behind Linear Selling: Why It Can Make Prospects Run The Other Way

Sean works for a major telecom company.During one of our... Read More

A Brief History of the Sales Profession

The formula for defining a "profession" is similar throughout many... Read More

The Most Important Word in a Business Letter

What do you think it is? Many experts insist it's... Read More

Throw Out Your Selling Language - Unlock Your Natural Voice

I was sitting at my desk last week when my... Read More

Top 10 Ways to Sell your Product or Service While you Sleep - Part 2

Part one of this article is available at ... Read More

I Am A Habit

JOHN DI LEMME on "I Am A Habit"H-A-B-I-T...When 95% of... Read More

Qualifying Your Prospect

How do you respond when an absolute stranger calls, at... Read More

Voice Mail That Sells

As a business owner, I receive my share of sales... Read More

The Trusted Advisor Relationship: What Is It, and What Should It Be?

For the past months, maybe a year, I've been hearing... Read More

Lead Companies, Eight Features To Consider

So now the time has come to invest in Lead... Read More

Want More Sales? Write A Barry Bonds Sales Letter

I'm not a baseball fan. Never have been. In fact,... Read More

Do Your Customers Buy On Price Alone?

Here are four simple things you can do to take... Read More

Forgive All Ebay Sins!

Over the years, I have been amazed at... Read More

Touchdown! Closing Skills for Successful Selling

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

Your Ad -- Who Cares?

Junk mail. We all get it. And it goes straight... Read More

Building an Action Plan

Going into your workday and waiting for things to happen,... Read More

Revenue Growth Through Alliances

Any company in today's global economy must eventually face the... Read More

Buying Wholesale Mannequins

Many mannequin manufacturers sell their mannequins in wholesale. This means... Read More

Obtaining Self-Confidence

A reader recently asked me the following: "I enjoyed the... Read More

Telling the Value Story

You arrived on time and completed your calculations. You worked... Read More

Persuading Learners to Buy: 7 Groups

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