Generally, customers often consider the factor of putting more out of the product. So what factors make customers hesitate? Let’s take a look with the editor!
1: Credibility
When customers purchase products, they will have a pre-knowledge of the product itself and the merchant, and this awareness will also form a certain degree of trust. For the same product, different merchants and platforms, customers have different trust in them. Of course, customers will choose the most trustworthy merchant to buy. For example, for the same product and the same price, customers are more willing to choose a merchant that can experience the product before purchasing. Therefore, at the same price, customers are of course more willing to choose physical stores.
Two: Convenience
This is the convenience of purchasing, which is different from the convenience of using the product. This is when buying it, is it difficult? For example, some products, especially loans, have to go through many procedures. For general products, for example, when purchasing, it is not troublesome. For the same products, pre-sales cannot compare to those in stock. At the same price, online shopping is not as good as those in the supermarket downstairs.
Three: Price
Before buying products, people often have a price budget, about what price range to buy products. After determining the range, you will look for products that fluctuate up and down the price range, and then compare them to find the most cost-effective one. Why did so many people shop on Taobao in the early days? First of all, there are many types of products on Taobao, and secondly, the price of products is really low. A physical store costs 1,800 yuan. For the same product, only 1,100 yuan is available on Tmall. Which one would you buy?
Four: Service
Because the product itself will have certain defects and will cause damage during use. Therefore, in order to ensure that the products they purchase can be guaranteed, customers will choose to purchase from the best-serving merchant. For example, an Amazon domestic tablet costs 499 yuan, but there is the same Amazon Japanese parallel tablet on Taobao, which only costs 430 yuan. Which one would you choose? Li Leiting thinks that most people will choose a national bank with service guarantee. Although it is a few dozen yuan, you can buy it with confidence.
Five: Product Effect
The effect of the product is the degree to which the product can solve the customer's problems. It is related to the time period, convenience of use, experience during use, effect after use, etc. For example, if you wear a piece of clothing, you can know how effective it is, and if you look at it with your eyes and touch it with your hands, you can know whether the material is good. For example, how long will the skin care product be effective? Is it troublesome to use it? Does the skin care product smell bad when used? How does it feel when applied to the face? Can the effect be achieved after use?
Customer classification
Consumer groups are different, and different groups need to have different response strategies. Customers can be divided into the following categories:
Innovative adopters (2.5%) are bold and keen on trying new concepts and new products.
Early adopters (13.5%) find that new technology can meet their needs and will buy it.
Early Volkswagen (34%) will buy it after careful consideration.
Volkswagen (34%) had many doubts in the later period and would not buy it until Volkswagen began to accept it.
Lagging adopters (16%) are more conservative and often based on past experience.
Innovative adopters and early adopters, these two types of users are generally more likely to make transactions, and they have a certain adventurous spirit. But most of the customers behind them are not so easy to make a deal. This creates a gap. Many sellers will find that some people come to buy their own products, but there are very few people who buy them. The main reason is that you cannot meet the inner needs of the subsequent public and cannot gain their recognition of you.
For early-stage adventure customers, they mainly use the efficacy of the product as the basis for their choice.
For follow-up customers, they use the reputation of their products as the basis for their choice.
How to let customers choose you?
We will encounter such problems and contact customers. The customers do have a problem that needs to be solved. We have such products. Unfortunately, the customer did not choose us in the end. So where did the customer go? Many times, the customer will choose to go to the competitors. Why didn’t you choose? Instead, you chose someone else?
Through analysis of customer concerns, we know what points customers care about when purchasing products. This helps us continuously improve our sales methods.
Through the analysis of customer types, we know that having a deal does not mean that our method must be correct, and we must obtain recognition from the mainstream market.
So, if you are just promoting products and someone comes to make a deal with you, then you keep going like this, and you can only trade a small number of people. After all, there are fewer adventurous customers and only go to trade them, so our market is very small.
For other groups, you need to increase your trust and allow the public to have a high trust in you and your products. Only in this way can we gain the favor of the mainstream market and the mainstream mass market, which is to expand our business.
How to enhance customers’ trust in products?
There are three main aspects: advertising notification, word-of-mouth sharing of purchased users, and trial experience before purchase. Through a few steps, customers can recognize or disapprove of your product.
Advertising notification: convey the characteristics and selling points of the product to customers, so that customers can have a basic understanding of the product and develop a strong interest in the product.
Reputation of users who have purchased products: feedback from users who have purchased products, which is often called customer testimony, and media testimony, such as some evaluation agencies. Through the reputation of purchased users, potential customers can recognize the product.
Experience before purchasing: This step is to further enhance customers' recognition of the product. Before customers purchase, they should first experience the product's effect to further help users make decisions.
But if the above three problems are solved, will the customers choose you? No, because you still have competition!
The products you sell can be purchased anywhere and when the prices are the same, the customer will choose the place he trusts and is most convenient to buy.
For this situation, we need to get customers’ recognition of ourselves. And this recognition is more than other businesses he has come into contact with. To get his love and recognition, you can check out Dell Carnegie's book.
Another situation is that the products you sell can only be purchased from you. Then you must also make the customer believe that the product is good while gaining customer recognition.
Is price service important?
The above only mentions product effectiveness and trust. There is no need to cover convenience, service and price. What Li Leiting wants to say is that when you and your products are highly recognized by customers, the next three points will be of very low importance. Only when the trust level between peers is not very different, the importance of the next three points will be improved. If your trust is similar to other peers, then start with the price, service and convenience. And you start with price and service and do not increase your trust, even if the price service has advantages, it is difficult to sell the goods.
Some special customer purchasing behaviors
There are also some customers' behaviors that are far from what we mentioned above. What is the reason for these customers to buy things?
Losses are rewarded with high returns without being perceived by oneself. For example, buy a product worth more than 10 times the price for 1 yuan.
Even though I know it is fake, I still keep spending money. What you buy is a desire in your heart. For example, parents who die in their children would rather transfer money to the scammers, hoping that their children will still be alive.
Customers do not need products, but they will still buy them. The main thing is that you can provide other things to customers, and customers want to get other things. For example, if you have connections, customers want to meet other people through you, so they want to become your customer.
This article comes from: www.shxuanming.net
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