5 Ways to Influence Hesitant Customers
Before a buyer makes a purchase, he or she wants to make sure your product will satisfy their needs. New products are constantly entering the market, so naturally our customers want the latest and greatest, just like we do. Here at Zahalo, we realize there will always be hesitant customers. In fact, we love hesitant customers because those conversions are the most rewarding. Here are 5 ways you can influence your hesitant customers to buy your product.
- Customize the Way You Market Your Product
Remember show and tell? Telling your third-grade class about your dog wasn’t nearly as effective as physically bringing Lucky to school. Just like with your dog, people don’t want to just hear about your product, they want to see it in front of them.
Before you begin your demo, ask your customers questions that will help you determine which direction you should go in to customize their experience. To successfully learn about your products, you want the potential buyers to be engaged versus solely listing the cold, hard facts. Personalize your demo in a way that allows them to visualize using the product and how it will directly affect them in solving their problems. Make it unique, and get their attention.
- Are They on the Edge? Email Them an Exclusive Offer
How many times have you made a purchase because you were offered a little something extra. For example, driving to Chick-Fil-A and purchasing a chicken nugget meal (with Chick-Fil-A sauce of course) simply because they were offering free milkshakes that day.
The same thing goes for your product, if a customer is offered something extra, it may be exactly what drives them to make the purchase. This isn’t something you want to offer every buyer, but just the ones that seem to be reluctant. They have probably shown to be very interested, they just need a little cherry on top to make the final commitment.
- Make the Checkout Process Easy
There’s nothing worse than having to go through a complex procedure when making a purchase. Seriously, if ordering lunch online takes more than a few clicks, chances are we’re going get frustrated, quickly navigate to the exit button, and use a different website. We’re hungry, and our thumbs have had enough.
Simplicity is key. Make your website clear, concise, and simple. Make the prices clear and easily visible on the page. If a customer is already hesitant, it might not be difficult for a complicated checkout process to deter them from making the purchase. Also, be sure the prices include the necessary details.
- Be Engaged with Online Communities
Trying out a new toothpaste brand? What’s the first thing you do? Read other customer’s reviews. If it’s any less than 3 stars, it’s safe to say you should be skeptical and determined to find out what a toothpaste could have possibly done wrong to deserve such an evaluation. Maybe it makes your teeth fall out, maybe not. Either way, you’ll hear about it from previous users.
It’s important to monitor what other customers are saying about your product. Customers like to share their insight on the product through online communities. This gives them the ability influence other prospective customers by sharing their stories and experiences. It is also a way for customers to critique your company and give advice for improvement, which is why you need to be engaged and check regularly. For a buyer who is hesitant to make a purchase, hearing from other customers could be the deciding factor.
- Make the Most Out of Customer Testimonials
A new movie came out, so the first thing you do is text your closest friends to see if any of them has seen it yet. However, you trust some of your friends more than the others. Some have ‘questionable’ taste, but you’d never say that out loud. Varying from person to person, his or her review of the movie may decide whether you do or don’t avoid seeing the movie at all costs. P.S. If you ask me, Beauty and the Beast is a must see.
In addition to online communities, hesitant buyers may seek out customer testimonials for a third party’s assessment. Do your research on these online communities to determine the current perception of your product. After all, as we marketers say, perception is reality. Do additional research on those customers and use that information to formulate ways to influence hesitant customers. What is it about this customer? Why are they hesitant? Use this information to help the reluctant buyer view themselves as the next happy customer, and that starts with making the purchase.