Have you ever wondered just why your customers buy? Seems like a pretty simple question, right? Not really, when you dig deeper under the surface. How you answer is very important to the success of your business.
To begin with, let’s understand one simple fact: customers buy for their reasons, not yours or anyone else’s for that matter. They really could care less about your company and your mission statement or the long list of product features you may have articulated so skilfully. They may not have even seen your marketing communication pieces, your website or your ad.
They only really care about the outcome your offer provides them personally. They want the benefit, the impact, the improvement, the comfort, or the security your product or service will deliver. Most small business marketing fails to address these crucial customer needs directly. Instead, they focus on the greatness of their product or service and miss what is important: what’s in it for the user (your customer).
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 customer “buys”.
The problem comes down to the marketing strategy that is employed. Are you pushing your product or are you pulling your customer through the marketing process?
There is a very important distinction to make 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?
It’s so easy to be so engrossed in your products (services) that your forget that you are dealing with someone who may never have heard of your products or service before. Let’s look at the difference between the two approaches to marketing your products.
So, when you push your products, you are essentially telling your customer (or prospective customer) that he/she should buy from you because of your reasons. With this approach, which is quite egocentric, you often run into a brick wall of objections. Your pushing ofthe product forces your customers out of their comfort zone and places unnecessary pressure on their decision making process. Likewise, a relentless assault of closing techniques pushes them away from a purchasing decision on their terms.
Pulling a buyer through the purchasing process, on the other hand, is a much more effective means. 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.
And, if they still resist you probably have not given them enough information to motivate them, or you haven’t addressed their objections sufficiently.
The buyer will only make a decision when he/she is very satisfied that your offer ha
s met all of his or her 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 is by staying within these boundaries that trust is established and a long term relationship is built with your customers.
And, you must 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 of your marketing communication 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 continue successfully in business.