How many times have you seen something and wanted it right then and there? waiting isn’t an option as the thought of having that new Big Bang Season or New computer holds such a burning desire in us that we just can’t wait, this is called ‘instant gratification’. The opposite of this is delayed gratification.
The way the world is so connected now we are on our phones our tablets whenever and wherever we want so instant gratification is becoming the new normal, the standard in a lot of cases that we now expect. As customers, we are becoming less and less patient and therefore as business owners, we need to understand this shift in mindset and expectation.
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In order to make more sales, you need to try to tap into this mindset of instant gratification. We can also describe the gratification as the pleasure principle. This can be a good thing because it will encourage more sales if you tap into this instant, I want it now mindset.
There are a number of ways of making your products more attractive to people who are driven by instant gratification.
Online marketing has been so successful because it delivers quick results. In the case of a book or software, for example, we don’t have to worry about them coming in the mail in paper or disc form. All we have to do is click to pay and then download.
In some cases, book publishers offer the download in addition to the paper book so there is no need to wait. In other cases, Amazon or the publisher will offer a digital edition of the first three chapters of the book so buyers can start reading it right away rather than just waiting until the book comes in the mail.
Amazon has perfected this with their one-click purchasing. Millions of credit card numbers have been stored in their system to enable customers to buy without ever having to take out their wallet. Does this spur impulse buys and the need for instant gratification? You bet! We also see apple doing this making it so easy for those instant buying decisions to be fulfilled without having to let distractions of ‘where’s my credit card’ delay or even stop the sale.
Amazon has also created an environment of wanting the best customer service possible as quickly as possible. Providing phone numbers and online chat makes a company stand out. They are also prominently displayed so people can find the information they need easily without having to wander all over the place for it.
Services like these and a user-friendly interface can make customers feel more valued and less frustrated if anything does go wrong.
If you do need to offer email customer service only, set up an autoresponder so they will get an instant reply. Even though it won’t be the answer to their exact question, it can tell customers what to expect. You can state your business hours and how soon they can expect a reply. So if you are open Monday to Friday, for example, that is fine. Tell them they can expect a reply by the end of the next business day.
Special offers like free two-day shipping, or offering overnight shipping at a reasonable price, satisfies instant gratification as well as extreme urgency. People do business with companies that suit their lifestyle. If you have a client who is constantly waiting until the last minute to take care of things, they will shop at stores which guarantee that their gift will get there on time no matter what.
People are always looking for fast results. This is one of the reasons why headlines like “Lose 7 pounds in 7 days” are so successful.
Unfortunately, not all of us can be Amazon, and it isn’t always wise to make a promise that depends on your customers doing their fair share in an effort to lose weight. Having said that, understanding the desire for emotional gratification can help you craft your products and services with this in mind. And the faster you can sell, the more money you can make.
Take some time to look at the products you offer, how you comfort those instant gratification buyers so they buy with ease and with confidence. Look at your buying process online, is it easy or is it a hassel for the client? sometimes small tweaks can make a big difference and have lasting and very profitable results.
To your success
Kevin Arrow is the CEO of the Online Visibility Academy where ethical entrepreneurs can train in digital marketing skills
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