Understanding your buyers
So you have been in business for a little while now and you think you are doing all the right things. The only problem is that you are just not getting the calls or enquiries that you need.
Regardless of your business type, you need to know “who wants what you’re selling”.
So any time of the year is a good time to revisit your level of understanding when it comes to your buyers.
The first thing you need to remember is that regardless of if you sell to people or other businesses there are humans in the transaction. Humans are an odd and often fickle bunch!
You need to figure out how to market your goods or services in a way that helps them to consider what you have on offer. Now, you are not trying to trick anyone into buying something they don’t need. What you are trying to do is remove all the barriers that may prevent them from buying.
You need to know their needs, emotions and buying triggers.
Here are some ideas:
Share your prices so that people know the minimum they will need to spend if they go ahead.
A recent study showed that people were motivated not only to move forward but also in most cases to spend more, once they understood the low end of the potential spend.
Be accurate and realistic in your descriptions of product or service. Don’t try to fool anyone, tell the truth and as the old adage goes “under promise and then over deliver”.
This can be as simple as saying that delivery will be in 4 weeks, but then you call in two weeks and say that the customer’s item is ready.
Be specific about what you do and don’t do. This makes it easier for people to know that you have what they want or don’t want. If someone asks you for something that you don’t do, be honest with them and remind them of the benefits of what you do offer and why that is what you offer. Perhaps you have another business you can refer them too if they don’t fit with your business.
Keep your potential buyer engaged to facilitate the chances of them buying from you. A retail store works to keep people in the store longer so they may find something to buy. A website should work to keep people looking around to gain more information or look through products.
So as you can see you need to understand your ideal clients and what motivates them to buy or not to buy. Showing your products or services in the right light will help your ideal clients to buy from you sooner and hopefully more often as well.
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