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SUCCESS-Icles
Articles
Written for YOUR SUCCESS
Do You Know WHY Your Clients BUY
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.
-Brad Ross
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This article may be distributed freely on your
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this entire article, including links and this resource box are
unchanged.
Copyright 2006 Brad Ross All Rights Reserved.
MakeMagicMoney.com
http://www.MakeMagicMoney.com
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