We humans are creatures of habit. In relation to your prospective purchasers: 1. They procure your product/service from someone else and are happy; 2. They are looking to make a change; 3. They don’t need your product/service (or don’t know they need it).
In order to get your prospect “off the fence”, it is helpful to offer an inducement of some sort. The second element of a successful marketing campaign is your offer. On a scale of 1-10, it rates a 5 in terms of importance. Remember your last trip to the supermarket? You turn a corner and there is a friendly person offering you a sample of something just prepared. You take a bite—if you like it, we have a supply right here (and it’s on special today!). If not, you go on your way. Your business has the ability to offer your customers something. It could be a free sample, free trial, buy one get one free (BOGO), buy 12 get 13th free (baker’s dozen), free demonstration, guarantee, etc. You control how often, how long, or how many offers you extend. (By the way, discounting your price is NOT an acceptable offer! This creates other problems which I’ll discuss at another time.) So ask yourself: WHAT do my customers want? (Hint: it’s not your product/service—it’s what that product or service does for them.) WHAT will you offer them to convince them to give you a try?
Since buying decisions are 80% emotion and 20% logic, ask yourself: WHY would they purchase your product or service? (See WHAT do they want above.) The most common excuse given to turn you down is cost. When all else fails, this is the “fall back”. Emotion drives a decision that is “justified” by logic (costs too much, don’t have the money, etc). In most cases, what this really means is that the VALUE of your product or service has not been sufficiently communicated. This underscores the importance of understanding WHY they buy. Ask your current customers why they buy, and continue to buy, from you. This will give you some valuable insight as to the emotional “hot buttons”. Also consider what resonates with your target market. Then you can put together several great offers to test and measure. A campaign without an offer is a waste of your time and money. Make sure you always extend an offer.