Advertising and marketing that is based on personal perceptions and opinions is one of the biggest mistakes marketers make. This is a common mistake made by unsuccessful marketers. They think this way not only about the product being offered, but also about how customers will react to their advertising strategy. The obvious question, is why do customers buy. What is the motivation of customers buying products or services? What purpose do they have for the product or service? What are their needs when purchasing the product or service? It seems like a simple question. But, it’s not really that simple. If you look deeper beneath the surface, there are many more questions. These questions will help us to sell more, generate revenue, and have greater success. To do this, you need to think like a customer.
Think like a customer
Potential customers purchase for their own reasons, not ours. They don’t care about our company or its flashy website. Or how many product features are displayed so well. They care only about the most basic motivation – WIIFM (what’s it for me!). They want the benefits, the impact, and the improvement or security it will provide, no matter what.
These are the most important customer needs that both small and large businesses, when marketing, fail to address. Too often, the emphasis is on the quality of the product or service and not what is most important to the customer. Marketers can be their own worst enemy. Marketers are often not communicating with the buyer’s motivations. They’re too focused on selling the product and not the reason the customer bought it.
It all comes down to how you market the product. Is your marketing strategy pushing the product, or pulling the customer along the marketing journey? This distinction is crucial to your success. Buyers only care about what they want and will take action based on their own reasons. So why should they pay attention to the reason you believe your product is great?
You are basically telling customers to buy your products because you have good reasons. This egocentric approach can lead to a wall of delays and objections. Pushing the product makes them uncomfortable and puts unnecessary pressure on their decision-making process. They are forced to make a decision if they are hit by a constant barrage of closing tactics. It is easier to guide a potential customer through the buying process. You are leading the customer to purchase, much like a horse to water. You guide them gently through the benefits and features of your products and help them make a decision. You provide enough information and address their objections adequately, to get them to agree to your terms.
A potential customer will only decide to buy, if they feel that your offer meets all their requirements. You must think like a customer, and then guide them through the process, allowing them to stay within their comfort zones. Trust is built when you respect the boundaries of your customer and build a lasting relationship. Remember that the buyer’s perceptions are the most important factor in the buying process. The buyer has the ultimate control of the buying process. Not you. Marketers have the responsibility of communicating with customers in a way that makes them feel comfortable and leads them to purchase your product or service
Always be aware of the method you use – pull or push – and adapt it to the customer’s reasons for buying. Thinking like a customer will ensure you continue your success.