Every shopper wants to feel as if they are getting a good deal on their purchases. Thanks to the ease of internet shopping, customers can research everything in detail and compare prices, to try to get the best bargain. More times than not, all of this research can lead to what is termed “analysis paralysis”, in which the customer is spending so much time trying to make a decision, that they fail to take action.
Your job as an effective marketer is to help your prospect overcome their analysis paralysis, and hit that buy button, by encouraging them to feel that doing business with you is a “no-brainer”. You can create an impression of high value and low risk easily, once you know how. You can also tap into both their logic and their emotions.
1) Emotion and Logic
Studies have shown that despite all of the research they are doing, consumers are actually still driven to buy due to their emotions. Then they try to justify the purchase.
There are innate needs and desires they need to fulfill, but not all of them are logical. For example, if you need a pair of shoes, you can buy a basic pair, or the latest brand name sneakers from Adidas or Nike. There may be a perception that these are a more superior brand, that offer more quality, but this is really more marketing- than fact-based.
The name brand also makes them feel better about themselves. They can afford it, they deserve it, and just think how envious everyone will be when they see them.
Make your value proposition clear, that is, why your products are worth the money, but also paint a picture of how wonderful their life will be once they buy your product. Videos, reviews, and testimonials can all help with this.
2) Make Shopping with You “Risk Free”
Another way to get customers who are sitting on the fence to take action, is to make it as risk free, or low risk as possible to do business with you. One of the easiest ways to do this is to offer a free trial. If it is a tangible product, you could offer a “free trial”, and then use the list of names and addresses in your ongoing marketing effort.
A free week, or free month for online services is usually pretty typical. Or you might see a “$1 for the first month’s trial” offer, that those who are getting close to a purchasing decision would be silly not to take advantage of.
3) Done-for-You Solutions and
Another very popular option is the completely done-for-you product. This is for people who would like to, for example, start their own business, but do not want to put in all the time and effort required to build everything from scratch.
They might have doubts about whether or not they are able to accomplish everything that needs to get done, like setting up a website or blog, for instance, plus the needed e-commerce set-up, to collect money. Therefore, a done-for-you solution is extremely attractive.
They will be willing to pay more money than it would cost to do it themselves because of the higher perceived value of the service. Business-in-a-box options give the entrepreneur the assurance that they have everything they need in one pack to set up their own small business.
If you want to move your customers from “analysis paralysis”, to making a buying decision, consider these tricks and tips, and see what a difference they can make to your profits.