Questions Discerning Consumers Ask Before Buying Your Products
You’re a consumer, we all are. So ask yourself what you want when buying something, anything. It could be a car, a house, a birthday cake or even just a paper clip. No matter what the product, you want value for money. You expect to receive the deal you paid for.
What’s the Deal?
Customers want to know what they are getting for their hard earned money so do not over complicate the deal. Keep the final deal as simple as possible. One of the easiest ways to upset your customers is to give them unexpected fees at the last minute or supply a product they were not expecting. At all costs avoid unexpected and unpleasant surprises for your customers.
How Do I Benefit?
Your customers want to know one thing above all others, how do I benefit by purchasing this product. They want to know, “what will this product do for me?” They really don’t care at this stage if the sales person has a degree, which company manufactured the product or the companies history.
So, it’s nice to have a good, friendly sales person and it helps if the company has a good reputable reputation but it’s the product the customer is buying. Spend your time wisely and emphasize the benefits the consumer will enjoy buy purchasing the product.
How Soon Can I Get It?
We live in a ‘I want it now’ society and people have come to expect immediate gratification. The quicker your customer has the purchase in their hands, the happier they are. Invest in a quick service and you’ll be rewarded with increased customer satisfaction and higher sales volume.
Can I Return the Product?
Consumer protection has become stronger and stricter (rightly so) because there’s always risk in a purchase, especially when purchasing unseen, online. What if it doesn’t look like the picture or won’t work as described? The knowledge it can be returned removes the customers fear of making a poor investment. Money back guarantees go a long way towards banishing those last minute purchase jitters.
Why Should I Trust You?
You’ve heard the saying, “if it’s too good to be true then it’s too good to be true”. Don’t scare a potential customer with a “to good to be true” deal. No one trusts exaggerations or claims that sound like exaggerations. If you really do have an “out of this world deal”, be very careful how you word it. Remember, a customer who discovers the product is even better than promised is an extremely satisfied customer and will return.
What’s the Right Choice?
We buy using logic and emotions. Wrong! We buy using emotions and logic. Notice emotions come first. If we don’t like something, we generally don’t buy it, no matter the cost or logic. Emotions and logic work together to create the right balance for the buyer but logic is really there to justify the purchase. Be sure to include logic in your advertisements so the customer knows their purchase was justified.
How Do I Pay for It?
Ever been standing in line to buy something and been so frustrated with the wait that you’ve put the product down and left empty handed? Ever gone to a different website to buy something because the sales page is too slow or too complicated or asks too many irrelevant questions? Keep to the point, use a simple point of sale procedure such as PayPal.
Don’t have your customers wait while slow pages download and don’t ask irrelevant questions. Be precise and to the point. Make your customers frustrated and with one click of the mouse you’ve lost not only the current sale but probably future sales.
With online business in particular you can add your customers to an opt-in mailing list using services such as AWeber or GetResponse autoresponders. This method also lets you pitch more products and services.
Do I Really Need It?
Discerning customers will separate their “wants” from their “needs” in an effort to reduce the environmental impact of their purchases and reduce the financial impact on their wallets.
- The environmental impact from buying is determined by the natural resources used to manufacture the products. If they don’t buy it, they eliminate its impact and save money.
Sell using environmentally healthy motives, i.e. the latest electronic equipment uses less power, less plastic, lasts longer, is more efficient and is recyclable. Outdated electronics are just that, outdated.
Can I Get It Used?
Because of the current economic climate more people are buying previously owned (second hand, used, etc.) from local garage sales, antique stores, refurbished electronics stores, classifieds, auctions, Craigslist, eBay, eBid and Amazon.
- Many products have a useful life extending far beyond the needs of one owner.
Make sure purchasing is an easy and pain free experience for your customers. If it’s too complicated and lengthy, they’ll just forget it… and you can kiss your profit goodbye.
How Was It Made?
More people are asking how a product was made: what materials were used, who made it, how the workers are treated and was child labour involved?
- eBay for example brings ethical buyers and sellers together via World of Good, which uses independent certifiers to ensure that only products that adhere to high environmental and human rights standards are offered for sale.
Be concerned about your planet and the people inhabiting it. No one has to die to make a cell phone. Being environmentally aware is an excellent selling point.
How is It Packaged and Shipped?
Don’t use too much packaging when supplying the product. Everyone is becoming more and more concerned with the overuse of irrelevant packaging in the sale of products. Save money, don’t use fancy packaging. The most environmentally friendly product from this point of view are products easily downloaded over the Internet or directly from the merchants site.
- Studies have generally endorsed the proposition that online purchasing has a smaller environmental footprint than buying from a brick-and-mortar store, in large part because of the reduced energy costs associated with lighting and heating.
How Much Energy or Resources Will It Require to Maintain?
Energy costs money and more consumers are realising that fact and buying low energy products. It doesn’t matter if it’s a light bulb or a laptop computer keeping the energy usage low is a great selling point. That’s one reason more and more companies are using Energy Star labels on their products.
Is It Reusable, Repairable or At Least Recyclable?
Once a product is no longer required, what happens to it? More customers, especially businesses who have to pay for recycling, are asking this and similar questions. Can it have a second life and be resold? If it breaks, can it be repaired? Is it recyclable? Once again, selling environmentally clean products makes financial sense.
What Safety is Included?
Safety, both online and offline, is everyone’s concern. New cars now have air bags, some have sophisticated occupancy sensors to determine air bag deployment. Computers have firewalls and virus protection. Is the product being sold< safe? Does it have any special safety features? Safety, especially where women and children are concerned, is a high concern and a good selling point.
Well, I hope you found something useful and enjoyed this article, please don’t forget to let me have your thoughts in the comment box below. See you soon.