How And Why People Buy
by Dan B. Cauthron
The Internet is a powerful selling
tool. Never before has it been easier to start a business, be
able to reach out to literally millions of potential customers
and make your business succeed.
The Internet also offers us new tools to succeed. Email makes
communications instant whether across the street or across the
globe. Websites act as virtual storefronts, allowing us to stay
open 24/7. Newsletters inform, educate and even give us an
occasional smile.
Yet time has taught us that there is much more to success than
simply having a web site or using these tools. Recent experience
has taught us that the fundamentals of selling haven't changed,
even if the new selling tools are state of the art.
While these new tools may change the function of buying, they
haven't really changed HOW and WHY people buy. Here are several
factors that will help you approach people in a way that will
persuade them to buy from YOU.
1. People aren't ON the Internet. They ARE the Internet.
The same rules that apply at any retail store should apply to
your online 'store.' Is your site courteous and inviting? Does
your site say in clear terms that you know your stuff and that
people will get smart answers? Does your site offer to fulfill a
clearly defined need or desire? Give your site a checkup today.
2. People buy online just like they buy offline. If they
are buying an impulse item, they'll click thru and spend a buck.
If it's a bigger ticket item, they'll shop around. Which are you
selling? Is the look of your site appropriate to what you are
selling? I don't want to buy designer chewing gum and I won't
buy at a site that looks like it should be selling gum. Would
you? I want to buy the stuff I usually buy, but I don't want to
leave home to do it. Are YOU meeting my need?
3. People buy what they need, when they need it and can
afford it. The key is to give people information that
connects with what they need. The good news is that people need
the same things they have always needed. Which of us doesn't
long for more time, more money, better relationships with family
and friends? The more your message is aligned with these needs,
the better you will do.
WHY People Make 'Buying Decisions'
There are only SIX basic motivators that will trigger any buying
decision in the mind of a potential customer. All six are
actually deeply rooted in the human psyche, akin to our most
common needs and desires.
1. Desire for gain - usually financial, but also to gain
in love, power, respect from other people.
2. Fear of loss - usually financial, but also emotional.
This trigger may tie to the loss of something already gained, or
to the fear of not gaining something that is perceived as a
need.
3. Comfort and convenience - convince me that your
product or service will make my life easier, simpler,more
productive, more worthwhile.
4. Security - will your product or service protect me, my
loved ones, my assets, and reduce my fear of loss?
5. Prestige and pride of ownership - although it may not
be a psychologically healthy frame of mind, most people do
attach self-worth to the ownership of exclusive material items (ie.
Rolex watches, designer clothing, limited editions of anything.)
Will I be proud to tell my friends that I own or use your
product or service?
6. Satisfaction of emotion - will your product or service
make me 'feel good' about myself, my life, and the world I live
in?
The world is a big place and it doesn't turn on a dime. People
will still buy cars just before vacation time and do most of
their Christmas shopping about 10 minutes before midnight on
Christmas Eve. Don't buck the trend. Understand and USE people's
existing buying habits and motivations to your advantage, and
kick your online efforts into high gear.
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