Do you sell like a buyer?
Ask yourself, “What’s my buying decision-making process?” I’m sure the answer differs from your selling approach, and you don’t even know it. As proud providers of top-notch goods and services, it’s natural to believe that our features, benefits, and unique selling propositions are what convince the shopper to pick us up. HOWEVER, are we unknowingly providing weak excuses and encouraging them to pick us off? Again, ask yourself, “How do I buy?” It’s likely a process of elimination—disqualifying the myriad options to find the ONE THAT’S LEFT—the same as your customers’ process.
FACT
Your customers don’t shop to buy. They shop NOT to buy by systematically narrowing down the options one by one; competitors are rejected until the shopper 𝘧𝘦𝘦𝘭𝘴 they’ve found the best solution to their problem. Reasons for being culled could be obvious, such as not being a good fit or price point. Even if YOU ARE THE BEST choice, inappropriate brand position, tone-deaf messaging, or lack of authenticity could cut you from consideration and force your potential customer to become someone else’s.
The last shall be first.
Reduce the likelihood of being eliminated.
🎯 Lead With Values: Instead of solely highlighting the features or benefits you offer, emphasize the values that your brand represents.
🎯 Streamline Your Message: Avoid overwhelming customers with too much information.
🎯 Personalize the Experience: Tailor your marketing efforts to address particular needs and preferences to help create a more meaningful connection with customers.
🎯 Simplify the Decision-making Process: Make it easy for customers to understand why your product or service is the best option for them. Eliminate unnecessary complexity and provide clear guidance on how to proceed.
Shoppers are not necessarily looking to buy the best option; they eliminate choices until they find the One That’s Left. This shift in perspective challenges traditional marketing strategies and calls for reevaluating how businesses approach their messaging and branding. That’s Communicreation℠.
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