Everyone buying wants to feel like they are getting a good deal on what they are going to buy. Thanks to the internet it's never been easier to shop around, to compare products and service along with prices, However, in a lot of cases all of this research can lead to what is termed as “analysis paralysis” where the customer is spending so long looking at different options that they don't actually make a buying decision they fail to take any action at all.
Our job as business owners is to help these customers make a decision and hit that buy button by making them feel that doing business with you is a “no-brainer”. You can create an impression of high value and low risk easily once you know how. You can also tap into both their logic and their emotions and I am going to show you some of the ways you can do this.
Emotion and Logic
Studies have shown that despite all of the research the prospects are doing, consumers are actually still driven to buy due to their emotions. Then they try to justify the purchase.
There are innate needs and desires they need to fulfill, but not all of them are logical. For example, if you need a pair of shoes, you can buy a basic pair or the latest brand name trainers from Adidas or Nike. There may be a perception that these are more superior brands that offer more quality, but this is often really more marketing- than fact-based.
The name brand also makes them feel better about themselves. They can afford it, they deserve it and just think how everyone will admire them when they see them.
I have seen this with coaching as well, they wear the badge of a well know coach as something to talk about, ‘look at who I can afford to pay to help me'
Make your value proposition clear – that is, why your products or service are worth the money, but also paint a picture of how wonderful their life will be once they buy your product. Videos, reviews and testimonials all help with this.
Make Buying From You Risk-Free
Another way to get customers sitting on the fence to take action is to make it as risk-free or low risk as possible to do business with you. One of the easiest ways to do this is to offer a free trial, and then make the most of the marketing list you will build from the names and addresses.
A free week or free month for online services is usually pretty typical. Or you might see a “£1 for the first month's trial” offer that those who are getting close to a purchasing decision would be silly not to make the most of.
There are lots of combinations regarding this ie get 6 months membership for the price of 3 months.
I talk over on this post about making more sales and one of the sections is about customer service, having so much confidence in your product or service that making it easy to contact you or your team reassures buyers to the point of action.
Done-for-You Solutions and “Business-in-a-Box” Options
Another very popular option is a completely done-for-you product. This is for people who would like to, for example, start their own business, but don't want to put in all the time and effort required to build it from scratch. They might have doubts about whether or not they would be able to accomplish everything they need to set up a website or blog, for instance. Therefore, a done-for-you option is extremely attractive.
They will be willing to pay far more money than it would cost for them to do it themselves because of the higher perceived value of the service.
Similarly, business-in-a-box options give them the assurance that they have everything they need in one pack to set up their own small business.
Bundling also works along the same lines, where you put together a complete set of what they need for a lower price than you would charge for each item separately. For example, Hewlett-Packard color printers need four ink cartridges. If a customer can buy the whole set for only £20 instead of per cartridge £10, with just one click, they will be more likely to take action.
If you want to move your customers from analysis paralysis to making a purchase, consider these points and see what a difference they can make to your profits.