Drawing Clients Like Honey Attracts Bees - Can You Do That?Customers are the lifeblood of any business, and it is their input that will direct the course of a business. Customers not only pay for goods and services, but will either directly or indirectly provide you with feedback as to the merits and drawbacks of your business. A lot of factors most of which are in your direct control affect and influence a customer’s final decision to buy, and so a decent awareness of these factors can significantly improve your chances of success. The following is an overview of some psychological factors that you can utilise when you are advertising your company. ** Curiosity: Make sure that your advertising and marketing has a quirky element to it, something that will not only catch the eye of the potential consumer but make them want to investigate things further. Be it a catchy slogan, quirk by advert or whatever, anything that attracts the attention of consumers, and makes your business stand out from your competitors, is a major benefit. ** Being able to provide a plausible reason for particular pricing strategies is crucial to success. Human beings by their very nature are intrinsically suspicious and cynical, and so if they see a discount lasting for a certain period of time on certain products they will be most likely to assume that this is a trick to offload inferior, defective products. In order to successfully overcome this, make sure you have a plausible reason for any such discounts, such as need to increase turnover, you want to give staff a bonus or whatever. Just as easily peoples suspicions are raised, they are also easily dismissed if there is some logical, acceptable reason for the course of action you have taken. This cynicism can often be the Achilles heel of consumers, if they feel that they are somehow profiting, or making a saving at the expense of the business, then you can be rest assured they will be much more inclined to purchase the goods. Greed, is a powerful ally. ** You must clearly tell customers just how exactly they will benefit from buying your products, or using your services, and remember this simple fact of life: “Customer's will buy benefits and 'not' the features." Now it may seem that there is no difference between these terms, but there is a difference, albeit it a fine one. Benefits are the practical advantages that a customer will derive from the goods/service, and whilst the benefits will come AFTER the product/service has been bought, it is the benefits that will make consumers want to explore a particular product/service and its features. Features include issues such as price, value for money, quality, packaging, lifespan etc. Sometimes it is not all that possible to determine whether a particular factor should fall under the benefit/feature category, such as warranties. The more benefits your product has, especially in comparison to your competitors, the greater your chances of success.
|