Do You Know Why Your Clients Buy?
By Charles Hopkins
Published 04/20/2006 | Marketing
Do you know why your clients buy? Seems like a pretty simple question, right? Not really, when you dig deeper under the surface. How you answer is critical to the success of your business.
To begin, understand one simple fact: prospects and clients buy for their reasons, not yours. They could care less about your company and your mission statement or the long list of product features you so skillfully articulate.
They only care about the outcome your offer provides them. They want the benefit, the impact, the improvement, the comfort, or the security it will deliver. Most small business marketing fails to address these crucial client needs directly. Instead, they focus on the greatness of their product or service and miss what is important.
Small business marketers are often their own worst enemies. Frequently, they are not communicating on the buyer's level of motivation. They are too busy figuring out how to "sell" the product than finding out the reasons the client "buys".
The problem comes down to the marketing strategy that is employed. Are you pushing your product or are you pulling the client through the marketing process?
There is a very important distinction here. Since buyers only care about their needs and take action for their personal reasons, why should they pay attention to why you think your product is so great?
When you push your products, you are essentially telling the client that they should buy from you because of your reasons. With this egocentric approach you often run into a stone wall of objections and delays. Pushing the product forces them out of their comfort zone and places unnecessary pressure on their decision making process. A relentless assault of closing techniques pushes them away from a purchasing decision on their terms.
Pulling a buyer through the purchasing process is much more effective. When you pull you are leading them to the purchase like leading a horse to water. You gently guide them through your features and benefits and come to a decision on their terms. If they resist you have not educated them enough with information to motivate them or you haven't addressed their objections sufficiently.
The buyer will only make a decision when they are comfortably satisfied your offer has met all of their purchasing criteria. As a seller, you must pull them through the process and always let them stay within the limits of their comfort zone. It's by staying within these boundaries that trust is established and a long term relationship is built with the client.
Also remember that the purchasing process is completely rooted in the perceptions of the buyer. They have ultimate control over the process, not you. Your job as a marketer is to develop all your communications to make them comfortable and lead them to the best outcome...purchasing your product or service.
Always be aware of which method you are using - push or pull - and adopt it to the buyer's personal reasons for purchasing and you will enjoy continuous success.