When people are looking for something they need and in the process stumble on something they want, they can come up with a lot of reasons in very little time to go get it.
Heck, most times people aren’t even looking for anything in particular when the zing! hits them. That’s because desire is a visceral reaction,welling up in an all-over burst of “OooOooh!” that races past your usual filters and excitedly waves in your face. “Hey, look, look there, see? See?” So you look, harder. Boom.
- Pretty! Want.
- Cool! Want.
- Sa-WEEET! Want.
You get all excited in that sudden swell of longing, and your logical mind just tags along for the ride, telling you “Hey, this is great! We need this.” Then your stimulated brain comes up with all sorts of reasons why you do need it, and more often than not, you buy it.
Admit it, you know this happened to you at one point or another.
And that’s the thing. It’s not just you. It’s everyone. It’s a human thing, and one you can use to your advantage as an entrepreneur, because knowing is half the battle, and using this knowledge is the other half.
When your product presentation hits the sweet spot and gets a good reaction, that’s the hook. The customer is already interested. That’s the time you can use the situation and convince him act on his already pre-triggered belief that your product will help him, and lead him to make up his mind to close the sale.
There are two approaches you can take with this:
- Show them what they can get for their money.
When you show the features in detail and tout the specs, the customer can convince himself to make his decisions with the data available. People want to make their decisions without feeling that they’re being pushed into doing so.
For example, when it comes to computers, thinks of all the websites that sell them and/or their various components, and the ones that analyze performance, and the ones that sell the parts to help you build your own PC, or make a DIY upgrade to your laptop.
These websites lay out their information to appeal to a broad range of customers interested in their particular products and services. There’s a different approach for every kind of customer.
- The ones who know what they want, in specs, price range and all, go in, look around, scout for the best performance at the best price, get it and get out. Use comparison charts, they research speed, price and performance, and can decide quickly.
- The ones who like the hunt make up charts and graphics, enjoying the thrill of data-analysis — yes, this is a real thing–and when they finally make the purchase, they crow about their amazing deal and happily preen at their own diligence and thoroughness.
- The ones who don’t know what they want yet and are just looking for a way to help them decide what to do first.
In this context, take a look at Tom’s Hardware, Newegg.com, PCmag.com and Laptopmag.com . These website have share individual performance reviews, side-by-side comparisons, all sorts of charts, and you can search by price-range, average ratings, brand, etc. All their information is presented in neat categories to accommodate their various visitors.
- Show them how the product will make their lives better.
The first approach goes into detail about the nuts and bolts of the product: “You get THIS and THIS and THIS in addition to THIS.”
This approach takes away the focus from the products and puts in on the customer. ” It will do this for YOU. YOU will find it easier to do X, Y and Z. YOU can also enjoy having a worry-free time with A, B and C.”
Not everybody has time, energy or focus to do the research. They just want results. In this case, you don’t have to show the product features in detail, you show off the results. The customer wants the results, you give them the promise of what your product can do for them.
Think of the product write ups at ThinkGeek, promising hours of fun tinkering with and showing off the cool stuff, being able to use the really useful cool stuff, or just having an in-joke with your fellow geeks. “You will be spending a lot of hours being HAPPY with this.”
Remember what I mentioned earlier about customers disliking pressure tactics?
Think about it: would you want to feel pushed into buying on the spot? It’s like being poked and pushed from behind, and that’s annoying, to say the least.
We protect by using very strong filters. If it feel like spam, we filter it out without thinking, even if it’s not. So businesses and marketers find other ways of getting customers’ attention.
For example, they offer options, freebies with some real value to their target market. Customers don’t have to commit to buying anything, they can keep the freebie either way. This what marketers do to get subscribers for their mailing list. Give your email address, get to watch the video and download the free reports.
Many websites already offer free shipping when you hit a certain amount, others offer coupons and special discounts for referrals and members. They make it easier for the customers to make a purchase, because for the most part the customers already go there with the idea or intention of looking for something in particular to buy.
The buy-in is built on an emotional response.
You have a business that occupies a niche, and the people who populate that niche make up the market.
These customers already have a specific affiliation with or interest in the subject, whether it computers, computer building, or “geeky stuff.” People come there to buy and sell that sort of thing already. They are primed to do so.
Your customers come to you hoping you have something that will solve their problems, and when you handle that desire smoothly, you show them you do have what they need. You make the sale, gain a new customer… It could be the start of a beautiful relationship, but you have to make the first move easy.
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