Feb 10
10
Customer Motivation
What motivates a customer to buy from you as opposed to your competition? Well, you could boil it down to just one simple answer which is also the basis for all marketing principles.
The reason why people buy is out of shameless self-interest – that’s it! Their motivator is “What’s-in-it-for-me”. Really, customers can care less if you’ve been a member of the Chamber of Commerce for 10 years. How does this benefit them?
They want to know they’re not getting ripped off. So, open up to them and get them to trust you. If you send out a company newsletter to your customers (and you should be), whether in print or by email, don’t have it full of content about your services. Instead, be open on a semi-personal level. Have them get to know you, your employees, your families, what you did last weekend – whatever – just as long as you are coming across as a real person.
Don’t let everything be about work or what you sell. They want reassurance that they are buying from someone that is going to have their best interests in mind. They want to make a safe purchase.
Remember, features tell, benefits sell. So, if you’re promoting a hotel, don’t just say you have comfortable beds. Tell them how restful they’ll sleep and how refreshed they will be in the morning. Tell them how they are greeted with a smile when they’re enjoying their free breakfast. Benefits speak to your customer’s wallets.
Brodie