You would think most people are rational when spending money on products and services that they find online. After all, the complete information about the product is readily available right on the Internet.
You can also quickly compare prices, shipping, and other factors between two or more sellers to assure you're getting the best deal possible.
I'll admit that I've spent hours online comparison shopping, researching benefits and features, and reviewing the sales pages for just one item I wanted to purchase. The time I spent online was worth way more than the product I was after.
Did you know that buyers often make a purchase for a reason (or no special reason at all) that has nothing to do with the product itself?
That being the case, it would be wise for the business owner to poll his buyers after a purchase to thank them for their loyalty and try to discover why that particular purchase was made.
When the business operator understands the various reasons why a targeted customer is buying from his site, he is in a better position to strengthen his sales process in the areas that are meaningful.
Here are a few of the "non product related" reasons that online shoppers have given for making a recent purchase.
1. The customer liked the business web site and felt safe and secure in placing an order.
2. The customer had had a personal conversation with the owner, had liked her, and decided to buy on that basis alone.
3. The customer had talked to some people that had done business previously with the company and had enjoyed a pleasant experience.
4. The customer sent the company an email asking a question about the shipping policy and was sent an email in return 20 minutes later.
5. The customer had followed the newsletters and blog of the owner and felt like he was a friend.
6. The customer said he could have purchased the same product from a dozen different stores, but he made his decision to take advantage of a 15% discount coupon the company had sent him with his recent site registration confirmation.
7. The customer said the company was located in the same part of the country, which meant he would receive his product faster.
8. The customer wanted to take advantage of free shipping the company offered that the competitors didn't.
9. The customer said, "The company always sends me a Christmas card."
10. The customer liked the soft and non-threatening selling approach of the business owner.
None of these reasons the customers gave for buying had anything to do with the product, it's features, quality, price, or it's functionality.
Can you easily and cost-effectively incorporate any of these ideas into your business? Can you create some of your own unique selling incentives?
 |
Post#233 |
