3 BUYING MOTIVATORS YOU CAN
USE TO INCREASE YOUR SALES
copyright 2003
Bob Leduc
Below are 3 powerful buying motivators you
can use to increase your sales without increasing
your expenses. They work for any business
and apply to every marketing method including
the Internet.
1. PROMOTE "SIMPLE, FAST AND EASY"
Your customers want your product or service
to provide a simple solution to their problem.
They also want to see fast results and they
want those results to be easy to get.
Give them what they want. Promote the characteristics
of your product or service that are simple
and easy -- and those that provide fast results.
These are often more important to customers
than price.
Also make your buying process simple, fast
and easy for EACH customer so you don't lose
potential sales. For example...
Many internet marketers offer only one way
for customers to order -- online at a secure
server. That may be the easiest way for YOU
to buy something but it's not the easiest
way for all of your customers. That's why
many online orders get abandoned before they're
completed.
One online marketer told me her sales increased
almost 20 percent when she added the options
of ordering by phone, fax or postal mail.
2. STOP SELLING AND LET THEM BUY
People love to buy things but they hate the
feeling of being sold something.
I recently read about a survey conducted
among new car buyers. Every participant rated
the helpful attitude of the salesperson as
one of the major reasons they bought their
car. None felt like a persuasive salesperson
SOLD them a car. Instead, they felt like they
BOUGHT the car.
Most of those survey participants were probably
ready to buy a car when they walked into the
dealership. The salesperson didn't have to
persuade them to buy. He just needed to find
a car with the features they wanted and a
price they could afford.
How can you create the same atmosphere in
your business? Target your advertising to
prospects most likely to be interested in
what you're selling. They won't require much
persuasion to buy.
IMPORTANT: Prospects in a narrowly defined
target market will immediately recognize how
your product or service can benefit them.
You don't have to persuade them of its value.
But you do have to persuade them to take immediate
action and buy NOW.
3. ELIMINATE THE RISK
Prospects often avoid buying from you because
they don't want to risk the chance of getting
unsatisfactory results from your product or
service.
One way you can eliminate that risk is to
guarantee their satisfaction. A money back
guarantee with few or no conditions is a powerful
risk eliminator if you sell a product.
But a money back guarantee may not be practical
if you sell a service. You can't recover any
of the time and labor you already invested.
Instead of a money back guarantee, you can
guarantee to perform additional services at
no cost until your customer is satisfied with
the results.
Another way to reduce your customer's risk
is to provide testimonials from satisfied
customers. They prove you can deliver what
you promise. (You do ask your customers for
testimonials, don't you?)
The most effective testimonial describes
a specific benefit your customer gained by
using your product or service. For example,
"I already lost 9 pounds in just 3 weeks".
TIP:
Get permission to include your customer's
name and address with each testimonial. Personal
testimonials from real people are more believable
than anonymous testimonials.
Spend some time today applying these 3 buying
motivators to promote your business. You'll
be amazed by how quickly they increase your
sales without increasing your expenses.
Bob Leduc is a Sales Consultant with 30 years
experience in generating low-cost leads. He
recently wrote a manual for small business
owners, "How
to Build Your Small Business Fast With Simple
Postcards", and several other
publications to help small businesses grow
and prosper. For more info: mailto:BobLeduc@aol.com
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