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Step Three – Evaluation
After your customers have collected all information they feel is necessary, they begin to evaluate their options and narrow their choices until they finally pick one thing that they are comfortable with, and that they can afford. This is time to follow-up with your customers. Is there additional information they need in order to choose? Did they have problems with free sample that can be corrected? Your “presence” during evaluation stage is important, so do your best to retain customer contact information in order to “gently” offer any additional details buyer might need. (Nobody likes a hard sell, or to be pushed into buying.)
Step Four – Purchase
Once all information has been evaluated, a purchase is made, and your customer walks away happy… right? Well… not always.
Step Five - Cognitive Dissonance (Post Purchase Anxiety)
While customers may have thought they chose best solution when they purchased, many times customers later experience cognitive dissonance, a.k.a. buyers’ regret. They second guess their decision and begin to feel uncomfortable about their decision. This is where trial periods, guarantees, and/or warranties come into play.
Customers will have more confidence in their decision, even after it is made, if they know they aren’t “stuck” with their purchase. Having a guarantee to fall back on gives them comfort to know that – should something go wrong – they won’t be left stranded. Generally speaking, a guarantee is a psychological support rather than a literal one. Most customers never take advantage of guarantees… they don’t think they need to. However, if a guarantee wasn’t offered, anxiety of feeling “all alone” would overcome many buyers and persuade them into asking for a refund.
Understanding each step in buying process can help you structure your selling process and your marketing materials to cater to customer. Take time to consider what your customer goes through when making choice to buy, and alter your business accordingly. In doing so, you’ll increase your chances of making more sales, and landing more satisfied customers.
Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com. Don’t forget to subscribe to Karon’s free ezine at http://www.ktamarketing.com/ezine.html.