Customers Buy When They Feel Good

Prospective customers will not buy unless they feel good about
you, your company and your product or service. Here are 4 simple
ways you can stimulate their good feelings ...and motivate them
to buy.

1. Personalize Your Marketing

Prospects are more likely to buy from you when they feel you are
talking directly to them about their unique needs. Look for ways
to make your sales message more specific to the needs of
prospective customers.

For example, subdivide your targeted market into several more
narrowly defined niche markets. Then customize your sales
approach so it appeals to the specific interests of prospects in
each niche market.

Tip: You can narrow the appeal of your web site without losing
its effectiveness with your broader market. Just create
customized web pages for each niche market you target. Then add a
link to each of these specialized pages on your home page.

2. Emphasize Good Feelings

Prospective customers usually base their buying decision on how
they feel about your product or service. Get them excited about
using it and they won't hesitate to buy.

One way to get them excited is to convert the benefits provided
by your product or service into a vivid word picture. Put your
prospect in the picture by dramatizing what it feels like to be
enjoying those benefits.

For example: If you sell financial products, describe what it
feels like to enjoy an affluent lifestyle without debt.

3. Confront Buyer Skepticism

A prospective customer will not buy if they have any doubt that
you will deliver exactly what you promise. Here are 3 of the many
ways you can confront and overcome skepticism in your customer's
mind.

* Use testimonials. They prove you've already delivered
satisfaction to other customers. To be effective, they should
describe a specific result your customer got by using your
product or service. For example, "In just 2 weeks I lost 9
pounds, felt years younger and still continued to enjoy my
favorite foods".

* Provide specifics. Convert general statements into specific
descriptions. Instead of "quick and easy", explain exactly how
quick and how easy. Also, reduce round numbers like "15 pounds"
into specific odd numbers like "13.7 pounds". It sounds more
authentic.

* Tone down your claims. A bold claim creates doubt in your
prospect's mind and jeopardizes the sale. Avoid using any claim
that sounds exaggerated - even if it is true. Reduce any bold
claim to a more believable statement.

4. Eliminate The Need To Make Decisions

Try to structure your selling process so prospective customers do
not have to make decisions. Every decision they have to make
interrupts the buying process. It diverts their attention away
from the action of completing the sale.

This can be especially hazardous when customers have difficulty
making a clear choice among several options. Some will avoid the
risk of making a wrong choice by making NO choice ...and you lose
a sale you already had.

That's why you should promote only one product or service each
time you advertise. You can use separate promotions for each
product or service. But limit your prospect's decision to only
"Yes, I will buy" or "No, I will not buy". Don't risk losing them
over a "Which One" decision.

Tip: Sometimes you can successfully combine 2 or more related
products or services into a special combination offer. But limit
your customer's decision to "Yes" or "No". Don't include an
option to buy the items separately.

Prospective customers must feel good about you, your company and
your product or service before they will buy. Start using these 4
simple tactics to stimulate their good feelings and motivate them
to buy.

by Bob Leduc