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But the truth is, people get more skeptical every day. Too many businesses have taken advantage of consumers. When the consumer shops for something in which they do not consider themselves experts, their first instinct is to Run!
How Do You Earn Their Trust Right Away?
Talk about your product, but find a way to bring up some of the negative possibilities or shortcomings. If they know about them up front, they have the ability to weigh the positives and negatives. If you leave the negatives off the table they will need time to discover what they are. That usually sounds like “I’ll think about it” or I’ll leave your site and come back later.”
What is a Good Way to Present these negatives online?
The FAQ section is a great way to let the questions get asked and answered. This way they may think others have explored and come up with the important questions or that you are open to exploring problems people may face and even anticipate them.
What are the questions you need to provide for this forum?
1> Understand what the main concerns are about buying your products or services in the market place.
2> Understand what the main objections are about hitting the “Order” button for anything.
3> Understand what the main concerns are about dealing with you.
These answers depend a lot on the authority in the market place of the product or service. It depends on how familiar your purchasing process is to the visitor. It depends on how well branded you are. If the product is well branded the consumer has to find the best vendor. If your purchase sequence is familiar to them, they will feel more comfortable. If you are a known commodity, there is less concern about you disappointing them.
What Process are You Trying to Avoid?
Brian Tracey, one of the best “Sales” gurus I have found, has several CD’s on closing the sale. He says that 80% of sales are made after you have over come at least 5 objections. Most sales people and sites never try to close once.
If you read the long scroll down commerce sites you will notice that some of these experts are aware of what it takes to get a visitor to push the “Order” button on the first visit. After a few sentences they are offering you something for your email. After a short presentation they are showing an endorsement and asking you to order now.
Do they expect you to order so quickly?
No, but they are softening you up. But on the other hand, a lot of people visit you to buy, so why make them wait. Send them directly to the check out.
The rest of the process in the commerce site is more presentation, more endorsements, more requests for the order, then the bonuses for signing up today. After you’re through scrolling down the whole site you’re wringing wet. And even they probably have less than a 10% conversion rate. Can’t say they didn’t try.
What is the Problem they Know they Are Facing?
Buyers have lots of choices on what to spend their money
Buyers have lots of choices on who to give their money
Buyers would prefer to put off the decision
Buyers are worried about things they can’t even enumerate
Do these vendors address these issues?
Over and over. They have endorsements. They provide reasons why they are the best. They provide reasons why you should not pass up this deal today. They throw in sweeteners. They claim it’s a limited time offer.
Why Are They Embroiled in this Dance?
They haven’t addressed the visitors’ negative thinking straight up. They are trying to overcome it.
Do you have this much time on your site or even in person?
Probably not, so the most efficient process is to get all the negative thoughts on the table right away and if the buyer weighs them and can accept them, he moves forward on the spot.
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