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How to Know Why Your Clients Buy
Prospects and clients buy for their
reasons, not yours. Small business marketers are too
busy figuring out how to "sell" the product
than finding out the reasons the client "buys".
Do you know why your clients buy? Seems like a pretty
simple question, right? Not really, when you dig deeper
under the surface. How you answer is critical to the
success of your business.
To begin, understand one simple fact:
prospects and clients buy for their reasons, not yours.
They could care less about your company and your mission
statement or the long list of product features you so
skillfully articulate.
They only care about the outcome your
offer provides them. They want the benefit, the impact,
the improvement, the comfort, or the security it will
deliver. Most small business marketing fails to address
these crucial client needs directly. Instead, they focus
on the greatness of their product or service and miss
what is important.
Small business marketers are often their
own worst enemies. Frequently, they are not communicating
on the buyer's level of motivation. They are too busy
figuring out how to "sell" the product than
finding out the reasons the client "buys".
The problem comes down to the marketing
strategy that is employed. Are you pushing your product
or are you pulling the client through the marketing
process?
There is a very important distinction
here. Since buyers only care about their needs and take
action for their personal reasons, why should they pay
attention to why you think your product is so great?
When you push your products, you are
essentially telling the client that they should buy
from you because of your reasons. With this egocentric
approach you often run into a stone wall of objections
and delays. Pushing the product forces them out of their
comfort zone and places unnecessary pressure on their
decision making process. A relentless assault of closing
techniques pushes them away from a purchasing decision
on their terms.
Pulling a buyer through the purchasing
process is much more effective. When you pull you are
leading them to the purchase like leading a horse to
water. You gently guide them through your features and
benefits and come to a decision on their terms. If they
resist you have not educated them enough with information
to motivate them or you haven't addressed their objections
sufficiently.
The buyer will only make a decision
when they are comfortably satisfied your offer has met
all of their purchasing criteria. As a seller, you must
pull them through the process and always let them stay
within the limits of their comfort zone. It's by staying
within these boundaries that trust is established and
a long term relationship is built with the client.
Also remember that the purchasing process
is completely rooted in the perceptions of the buyer.
They have ultimate control over the process, not you.
Your job as a marketer is to develop all your communications
to make them comfortable and lead them to the best outcome...purchasing
your product or service.
Always be aware of which method you
are using - push or pull - and adopt it to the buyer's
personal reasons for purchasing and you will enjoy continuous
success.
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