02 Dec Motivating Buyers to Buy
Why do people buy the things they do? Why do some want certain products so badly, while the others are completely indifferent? And how can you make them want your product, instead of any other on the market?
These are all the questions that lead to one common topic: buyer motivation. Understanding the concepts of the individual forces that drive us to act and purchase as we do is very important for any business owner, in order to be able to sell a product with success. It comes down to the very basics of sales: first understand the demand, then answer it.
The 3 initial stages
Every standard buying process comes through the following three initial stages. Being aware of them and acting accordingly at each stage may help you lead the buyer exactly where you want them. The stages are:
Discomfort – this is where the average person becomes a potential buyer. It happens by becoming dissatisfied with the current state of something in their life, be it dysfunctional air conditioning, a broken zipper on their favorite winter jacket, their weight, or an issue with the engine radiator. This is the stage when they’ll likely come to you to seek a solution. It’s up to you to find out exactly what’s wrong, so that you can move on to the next stage.
Promise – in other words, the vision of the customer’s future after the deal is done. This is the idea that the customer already has, and you need to find out about the details so that the result of your sale will be exactly what the customer expects it to be. You can explicitly ask, in a form on your website or during the initial phone call or e-mail exchange. The more you’ll show you care, and the more you act on their individual requirements, the greater the chance they’ll stick with you.
Fear – fear is a critical part of every decision, big or small, and making a purchase is no exception. This includes the fear of being unsure whether the price is really the best they can get, the fear of picking the wrong product or service, a negative experience with a similar purchase in the past, etc….
Again, whenever you sense that the customer has come to this point, the best thing to do is to poke it through, let the fear get out, and give bulletproof arguments as to why you’ll be the best they can get.
The nature of motivation:
Now let’s have a look at the actual motivation that we want to evoke. It very much depends on the kind of product or service that your company is offering, so think about it carefully — it will influence the whole marketing idea behind your brand.
Approach – the approach motivation system is generally based on seeking positive effects, improvement, rewards and fulfilling goals. It leads people towards finding out more about new products, and highly-effective, fast functioning services. It’s a desire fuelled by positivity, upgrade and improvement. Some general examples that take advantage of the approach motivation are the Apple marketing strategy, fitness centres and their ads, or lotteries.
Avoid – the avoidance motivation system lies in preventing damage, harm and loss. It’s also associated with getting rid of inconveniences and annoyances of all sorts, by lessening them or eliminating them completely. The desirable outcome is naturally also positive, but unlike the approach motivation it is fuelled by a negative initial cause and emotion. The examples are some cosmetic products, car repairs, pest control or charities and non-profits.
The deciding factors
You’ve successfully led your buyer through the 3 initial stages while identifying the kind of motivation behind their will to purchase. But simply knowing this information won’t suffice; you actually have to offer a service that acts on all the aspects of their motivation, such as:
- Convenience and comfort throughout the whole process
- Best value that doesn’t influence the quality
- Personal approach in the sales and delivery process
- Integrity and honesty concerning your work and products