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Customers Buy When They Feel Good
By: Developer Shed
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    Customers Buy When They Feel Good
    by Bob Leduc

    Copyright 2003 Bob Leduc

    Prospective customers will not buy unless they feel good
    about you, your company and your product or service. Here
    are 4 simple ways you can stimulate their good feelings
    ...and motivate them to buy.

    1. Personalize Your Marketing

    Prospects are more likely to buy from you when they feel you
    are talking directly to them about their unique needs. Look
    for ways to make your sales message more specific to the
    needs of prospective customers.

    For example, subdivide your targeted market into several
    more narrowly defined niche markets. Then customize your
    sales approach so it appeals to the specific interests of
    prospects in each niche market.

    Tip: You can narrow the appeal of your web site without
    losing its effectiveness with your broader market. Just
    create customized web pages for each niche market you
    target. Then add a link to each of these specialized pages
    on your home page.

    2. Emphasize Good Feelings

    Prospective customers usually base their buying decision on
    how they feel about your product or service. Get them
    excited about using it and they won't hesitate to buy.

    One way to get them excited is to convert the benefits
    provided by your product or service into a vivid word
    picture. Put your prospect in the picture by dramatizing
    what it feels like to be enjoying those benefits.

    For example: If you sell financial products, describe what
    it feels like to enjoy an affluent lifestyle without debt.

    3. Confront Buyer Skepticism

    A prospective customer will not buy if they have any doubt
    that you will deliver exactly what you promise. Here are 3
    of the many ways you can confront and overcome skepticism in
    your customer's mind.

    * Use testimonials. They prove you've already delivered
    satisfaction to other customers. To be effective, they
    should describe a specific result your customer got by using
    your product or service. For example, "In just 2 weeks I
    lost 9 pounds, felt years younger and still continued to
    enjoy my favorite foods".

    * Provide specifics. Convert general statements into
    specific descriptions. Instead of "quick and easy", explain
    exactly how quick and how easy. Also, reduce round numbers
    like "15 pounds" into specific odd numbers like "13.7
    pounds". It sounds more authentic.

    * Tone down your claims. A bold claim creates doubt in your
    prospect's mind and jeopardizes the sale. Avoid using any
    claim that sounds exaggerated - even if it is true. Reduce
    any bold claim to a more believable statement.

    4. Eliminate The Need To Make Decisions

    Try to structure your selling process so prospective
    customers do not have to make decisions. Every decision they
    have to make interrupts the buying process. It diverts their
    attention away from the action of completing the sale.

    This can be especially hazardous when customers have
    difficulty making a clear choice among several options. Some
    will avoid the risk of making a wrong choice by making NO
    choice ...and you lose a sale you already had.

    That's why you should promote only one product or service
    each time you advertise. You can use separate promotions for
    each product or service. But limit your prospect's decision
    to only "Yes, I will buy" or "No, I will not buy". Don't
    risk losing them over a "Which One" decision.

    Tip: Sometimes you can successfully combine 2 or more
    related products or services into a special combination
    offer. But limit your customer's decision to "Yes" or "No".
    Don't include an option to buy the items separately.

    Prospective customers must feel good about you, your company
    and your product or service before they will buy. Start
    using these 4 simple tactics to stimulate their good
    feelings and motivate them to buy.

    Bob Leduc spent 20 years helping businesses like yours find
    new customers and increase sales. He just released a New
    Edition of his manual, How To Build Your Small Business Fast
    With Simple Postcards and several other publications to help
    small businesses grow and prosper. For more information:
    Email: Subject: "Postcards"
    or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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