We have all had the experience of waiting for a client to
make a final decision. Some customers may even need to
visit two or three times in order to make a decision, but
we all need to feel more confident about what we are
buying. How? Why is this so difficult for some people?
What can be done to help these customers make up their
minds in a more timely fashion?
For many customers, visualizing the change they are
planning to make can be very difficult. This difficulty
prevents them from being able to make decisions without a
struggle. However, there are several things you can do to
help these customers speed up the decision process with
confidence.
Home improvement centers are experts in allowing customers
see and feel their products. Think about the last time you
wanted to paint. Did someone in your home have a difficult
time deciding on a color? Many homeowners are reluctant to
change their home because they are unsure of how the new
paint color will look. Paint companies and home
improvement stores recognize this fact. Some stores and
paint companies now offer special computer software which
allows the home owner to scan in a picture of their room
and digitally "paint" it any color they wish. This helps
people make an informed decision about their paint
selection and increases the sale of paint.
Another type of business that also attracts customers by
using the senses is the liquor and wine industry. Many
people do not know much about wine and are intimidated by
the prospect of purchasing the wrong wine. They are simply
afraid of making a mistake, so they tend to avoid making
any decision. Many liquor stores and wineries are now
offering wine sampling and education classes in order to
educate customers and create loyal wine connoisseurs.
People will come in, experience the wine, learn what they
like, and purchase wine, even if they are not usually wine
drinkers. These customers tend to be repeat customers
because of the experience.
Grocery stores also allow customers to use their senses
when making purchase decisions. Sampling is a frequent
tool used by grocery stores in order to introduce new
products to customers, especially higher end products.
Again, consumers are afraid of spending a lot of money on a
product and not liking it. Some stores even offer hands-on
cooking experiences in order to help promote new products.
This allows people to learn how they can use these new
products at home with very little risk to them. Stores
have found that they often sell out of the products they
are sampling because people become so excited by the
prospect of using a new and exciting product.
If you want to help your customers make quicker decisions
that they will feel happier about, find a way to allow
customers to use their senses in the decision making
process. You will soon find that you will develop loyal
customers who trust you and view you as a resource.
----------------------------------------------------
Nicole Shields is a marketing veteran and the creator of
the 7 Step Marketing Plan which helps small, offline
businesses market their products and services effectively;
generating higher sales and profits. She provides lots of
f'ree resources including a f'ree marketing course which
walks you through the 7 steps at
http://www.7stepmarketingplan.com
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