‘How to win customers’ is perhaps one of the most intriguing aspects of marketing. What I am about to divulge are 5 winning strategies to influence the mind of your customers which can easily make you the Czar of Sales within no time. Of course I am enumerating them according to the order of use in the entire marketing process, you could switch them around to suit your individual needs.
One of the golden rules governing our existence is that nature never allows avacuum to remain for too long.
1. Filling the void: When someone offers something free there is a subconscious response in the mind of the recipient to give back something in return of the favor. In marketing, this is known as filling in the void
2. Reciprocation: There is no other word which motivates people more than the word “free”. Every one adores it and therefore marketing people use it wherever possible. Though ‘free’ indicates that there is no obligation attached, the recipient still feels some kind of obligation when something is offered free. May be not instantly, but if the free offer is beneficial and useful in some way, then the need for reciprocation gets stronger. Why don’t some people reciprocate? Chances are that the recipients found no use of the free offer. This is the reason why it is so important that the marketer makes sure that the recipient understands fully, the value of the free gift or offer which they are receiving. The ‘free’ offer is successful only when the customer who has received it takes action on it. It could be very simple: like a customer filling up a feedback card, leaving behind his name and e mail details or accepting an offer for a 30-day free trial.
3. Getting the customer on your side: There is an old saying that a customer only buys when he or she likes and trusts you. The first step of making yourself known is through the free offer, the second step is to get the customer to like and trust you. The best way to get someone to like you is to say that you like him too. This is reciprocation at play again.
• Of course it is not possible to like all the people and vice versa. But this approach is best to ‘find’ your customers.
• Thus all your marketing communication should be written and addressed to your customers as if they were your bosom buddies or a close friend. The essence is to keep the communication simple and not filled with undecipherable jargons.
4. Trust: Do you readily trust someone who shouts: ‘Trust me’? Trust does not come that easily. You have to be mildly assertive and tell your customer why it makes sense to buy your product and the benefits they can expect from using the product. You can not be weak but be nearly authoritative in your communication, as if you know best. Your assertion should ideally be backed by previous customers and endorsement from friends and neighbors.
• In case you are making the offer through any written communication make sure that you attach enough trust-building materials like articles written about you, books, journals, newsletters etc which you have written. All these endorsements gradually build trust about you in the minds of the customer. The buying decision does not normally come easy. So you have to prepare them in such a way that it is easy for them to say ‘yes’.
5. Create False Scarcity: This is perhaps one of the most persuasive motivators for pushing people towards a buying a decision. It is up to you to create and manage this to your advantage with every offer you make.
• People buy things which solve some problem and make their livessimpler and better. They would be pushed to buy the product or services, especially if it is available for a limited period only. Follow the principle of supply and demand. If the demand is high and supply is limited, the price acceptance is high irrespective of whatever level it is. It’s like buying gas for your car. Do you ever crib about the prices?
• You could even trigger a demand by a limited period offer at the same price, at the same pack size or same flavor, or whatever combination that you think of, and create a ‘perception’ of future shortage. This would act as a catalyst for purchase.
The inclusion of a guarantee is mandatory with your free offers. Personally, I prefer the hassle-free 30, 60 or 90 days guarantees. But you have to be sure whether this suits you and your business. This type of guarantee assures the customer that you mean what you claim and that you would not vanish soon. My experience tells me that there are usually very few takers for such guarantee offers, and even if there are, there should be no problem if you are true to your claims and your products.
Make sure that you follow the five tips as given above and watch your sales soar.
