Do you know why your customer won’t buy? You’ve given her
best price, possibly even best options. Yet she fidgets. Maybe, maybe not, she ponders. You stand by wayside and sweat, praying sale will go through. Then almost inexplicably, it slips out of your hands, and you don’t even know why. You curse, rant and rave silently at her indecisive nature. Yet ironically, fault is all yours.
Don’t agree? Hold your horses and you’ll learn a simple, fundamental psychological factor you’ve been missing in your marketing strategy, and how you can rectify it in a flash.
Why The Trees In Our Front Yard Are Still Looking For a Barber
Let me tell you a story about our front garden. Any time now, I’m expecting Tarzan and a couple of chimps to swing merrily by. Like something out of a horror movie, foliage has spread its tentacles, and now hangs menacingly over several parts of house.
Yes I know we need an arborist to lop off those branches. And yes, we have called in at least half a dozen. Incredibly, we haven’t made up our minds on whom we should choose. Like deer caught in headlights, we’ve been frozen in indecision. One itty-bitty factor would have made it easy to decide, but it has eluded us completely.
I Know What You’re Thinking, And It’s Not Price…
Oh boy! We have estimates up to our ears. One quote is as high as $800 (aaargggh!), while other one blushes at $250, and all rest do a merry dance in between. You’d think cheaper quote would get thumbs up right away, wouldn’t you? Well it didn’t.
In fact, it has added to confusion because we can’t understand why there would be such a huge difference for what is essentially same job.
And Here Is The Reason Why We Can’t Decide...
It’s a factor called Full Story. While every single one of those arborists provided us with quotes, not one of them gave us a single reason to choose them. Any reason would have been better than none. Ten reasons would have clinched deal, even with a higher price.
This is one of main reasons why most deals seem to disintegrate before eyes of most business owners and sales people. We fail (and fail miserably) to educate our customers about unique advantages of working with us.
It’s An Impossible Puzzle If It Doesn’t Have The Pieces
People need to be gratified psychologically. Our brains are dying to know more about companies that bid and all we get are terms and prices. The arborists should have educated me about quality of their cutting, their comprehensive insurance policies, their warranties, their skills, and their service guarantees in detail. I needed to know anything and everything that would help me decide in someone’s favor. Not one of those bids included that kind of information.
