All businesses are looking for effective ways to sell more of their products and boost their sales. But entrepreneurs often miss the common factor found in sales strategy. That is, understanding your customers. It is important to think from the customers’ perspective. You can then identify what appeals to your clients and adapt your brand, products and services to suit their needs.
Customer behaviour has been studied by men through the ages. Given below is a simplified process of understanding how customers make their decisions:
Identifying Customer Needs And Problems
The best way to encourage a customer to buy your product is to identify their need. There are triggers which play an important role in the buying process. Triggers can be internal or external. An internal trigger stems from basic needs. An external trigger could be from the environment. Thus the very first step of the buying process is based on the customers’ wants and needs.
Businesses nowadays look for ways to trigger customer needs and wants. This is seen in targeted advertisements seen online. When you browse for cars, clothes or books, you will immediately find ads that are relevant to what you searched for.
Finding And Evaluating Options
Once customers identify a need they usually go about trying to find options to fulfill that need. If they identify a problem they will first try solving it by themselves. When all resorts fail they look around for the best solution.
This is when customers research and try to find various options available to them. Many customers will choose to stick with familiar brands while some prefer buying the cheapest options. But with advancing technology customers are now able to able to compare their options across various platforms before making a final decision.
Factors Taken Into Consideration
Customers will always look into alternatives before making their final choice. They will weigh their options to find the best solution that offers the most benefits at the optimum price.
Most common way method used by customers during this step of the process is the cost and benefits method. They will judge the product based on it’s the cost and the benefits it offer.
So when you advertise or present a product make sure that you highlight the most important features and benefits. More expensive a product more benefits it must offer. The price should be optimal. If it is too low customers will doubt the product quality.
The Checkout Procedure
After the final decision is made there is still the entire checkout procedure. This is a crucial time which can easily make or break a sale. Any number of unexpected factors can have a negative impact on the choice made by the client.
Sometimes negative feedback or second guessing can bring the entire sale to a halt. But often it could be the checkout process itself.
Long and tedious checkout procedure will often discourage customers. That’s why online sellers are encouraged to create an efficient and quick checkout procedure. Offer multiple payment options and provide great customer service.
Behaviour After The Purchase Is Completed
Customers continue to evaluate the brand even after the purchase is over. Suppose the quality of the product is low or the product did not meet their expectations, they will stop purchasing from that company. Bad customer service will also affect how customers perceive your brand.
If a customer forms a negative impression about your brand oftentimes they will express it. They will leave bad reviews and discourage other people from buying products from your company. That is why it is important to remember that a proper sale is never over even after checkout.
Retaining customers is as important as gaining customers. Provide the best products, customer service and communicate honestly with your customer base.