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Why Are Customers So Indecisive?
By Sean D'Souza of PsychoTactics.com
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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 hand, 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, 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 hard wired in our brains,
and you’d do well to pay attention to it. A lack
of adequate detail doesn’t help to build the
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. Add
the spices in 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 customer 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.....
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About the Author Sean
D'Souza wakes up at 4am. No wonder his site is called
PsychoTactics. PsychoTactics explores the working of your customer's brain. Why
they buy and
more importantly what stops them from buying. PsychoTactics
is psychological
marketing that's funny, pertinent and very easy to
read. PsychoTactics is based
in rainy,sunny,windy,God knows-what-weather-it's- going-to-be-next
-minute-Auckland, New Zealand.
Check out his website. You're likely to be there for
a while.
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