The “why” will identify your prospective customers’ dominant motives. Once you do that, you will almost always make the sale.
People buy things only to solve a problem. This is true even with emotional purchases. When you buy your wife flowers or jewellery, you do so to solve some problem. “No” you say, “I love my wife and that is why I bought her a dozen roses.” Look a little deeper and I assure you there is some problem you are trying to solve. Why do you think people say: “A happy wife is a happy life?”
Figure out the problem your customer or prospect is trying to solve and not only will you make the sale, you will make it quicker and it will be more profitable. The “why” is the fuel for every sale, what I also call the dominant buying motive.
What motivates your customers?
Sometimes even your customers are not clear about their motivation. It is your job to clarify this. Getting them to answer the why will crystalise the reason they are doing business with you. Here are some specific questions that can help you get to the “why” of a customer’s potential purchase:
- Why are you here today?
- Why do you have interest in this product?
- Why is that important to you?
- Why did you agree to see me?
- Why did you decide to do this now?
- Why would you make this kind of investment?
Let’s look at the “why” behind the kid who borrows money from the government to go to school. The obvious reason is to get an education, but behind the obvious you will find the real why.
Let’s try it out:
- Why do you want to go to school?
- To get an education.
- But really why?
- So I can get a good job.
- You can get a job without a degree. What’s the real reason?
- I want to become a lawyer.
- So why did you pick this school and why now? Why not wait?
- My best friend is also applying here and we want to go to law school together.
Bingo. Now we finally got to the real reason: the best friend. Find the motivator, the why, and you will know how to close the deal.
It’s all about the why
Once I was working with a high-end watch store. A customer rushed in at lunch time asking for a specific watch. He had a type A personality and knew exactly what he wanted. When we put it on his wrist and shared the price of R57 000, he looked at it in admiration and asked what kind of price he could negotiate.
Before the sales person gave away the boutique’s profits, I jumped in.
“Why did you come here today?” I asked. He said he wanted to see if we had this specific watch. I pressed further.
“Why did you stop here today?” He didn’t know what I meant.
“Do you not want me here?” he asked.
“Of course we do. We appreciate you stopping by, love the fact that you know what you want and have such a great taste in time pieces. I’m just wondering why you decided to stop in today, not yesterday or last week or next week.” I knew digging deeper would get to the real “why” and then it came.
“Well, this weekend I am going to my best friend’s wedding in Santa Barbara and I’d love to have a new piece to wear.”
Boom. There’s the real why, the real motive and the R57 000 reason for my final question: “Would that be Amex or Visa?” He bought the watch and never brought up a discount again.
It’s not always about the money
Someone serious about a R57 000 watch doesn’t really need to negotiate. There are other things they value more from the purchase. Once I showed him we were both clear on why he wanted to make the purchase, it was made without hesitation.
We see this dynamic in sales all the time. No one buys a R57 000 watch to tell time. People buy things to solve problems. The cost of the item isn’t what matters. Once the buyer is able to see the problem the product solves, their decision becomes much easier to resolve. Get to the “why” and the sale will follow.
5 Signs Your Customers Have Questions You Aren’t Answering
You may be causing confusion somewhere in the customer journey. And confused customers don’t buy.
When you come to my website, the first thing you see is me, a description of what I do and a button that encourages you to click on it. There are no surprises, no guessing where you should go next. I’ve laid it all out right in front of you.
Not all businesses make things this clear. Some have too much clutter on their homepage, overwhelming visitors with information. In fact, 75 percent of consumers polled in research by Stanford said that they judged a company’s credibility by its website design.
Such lack of clarity doesn’t apply just to websites. This could be a problem in your emails, your sales process, even your physical stores. And a lack of clarity is troubling, because it confuses your customers, and confused customers don’t want to buy from you.
You need to make sure your business is focused on ensuring a positive experience. That means making sure no customer question is left unanswered.
Not sure if your business is suffering from a lack of clarity? If you recognise any of these five signs, there’s a good chance your customers are confused.
1. Your website stats seem off
We tend to assume that most people know what to do when they come to a website. But if your website is unorganised or cluttered, customers may not know where to go when they get there.
Maybe the customer wants to call you, but your contact information is buried. Or maybe he or she wants to purchase a product directly off your site, but the checkout process is too clunky.
If something on your website is off, your stats are going to show it. You’ll probably see a lot of visitors but not a lot of return visitors, and the amount of time they spend on your site may be low.
So, how do you fix it? Go through your website with a fine-toothed comb. Have someone unfamiliar with your site go through it and give you feedback. Put yourself in your customers’ shoes and look at the site from their perspective. How can you make their experience on your site as smooth as possible?
Related: How To Win Trust And Wax Sales
2. The customer is indecisive
When customers are in the decision phase, you want to do everything you can to seal the deal and push them along with their decision. If they’re waffling or can’t seem to make that decision, there’s something wrong.
It could be that they don’t have all the information they need. If they’re confused about something, it’s your job to set their mind at ease. Make sure you’re open with your customers, and offer help with any questions or concerns they might have. FAQs, live chat options, videos and product resource pages can help tremendously here.
3. The customer doesn’t know how to use the product
Is there one question that keeps coming up again and again from your customers? If you’re constantly getting the same question about your product or service, the answer needs to be clearer.
Customers shouldn’t have to call in to your support team for simple issues. You need to make it easy for customers to use your products and services. That means offering to help set things up for them and properly onboarding and training them in your product’s use. The more you can prepare your customers and anticipate their needs, the more satisfied they’ll be.
4. The customer is complaining
According to a survey by American Express, seven out of ten consumers in the United States have spent more money to do business with a company that offers great service. Excellent customer support is key to the success of your business, and without it, customers will be unhappy.
When customers are unsatisfied with the level of service they’re receiving, you’ll hear about it. If you’re getting a lot of complaints or seeing a lot of product returns, there’s probably something wrong.
To avoid getting an earful, you need to get to the root of the issue and find out the cause of your customers’ unhappiness. Is it your customer service team? Slow shipping times? Or something deeper? You may be causing confusion somewhere in the customer journey.
5. Sales are down
If you aren’t selling, something is wrong. It’s as simple as that. If sales are consistently on a decline, you need to go back and find out where the problem is.
Customers want to know what they’re getting into when they make a purchase. You need to make it clear what you offer, why customers should buy from you and how exactly they can go about buying.
The key here is clarity. Customers aren’t going to jump through hoops to purchase your product. You need to guide them through the sale by ensuring their questions are answered before they’ve even asked them.
This article was originally posted here on Entrepreneur.com.
On Top Of Their Game
Innovative and focused on always providing superior solutions to the energy sector, Karebo Group works with top-quality providers to ensure 100% service delivery to its clients.
As a provider of dynamic professional services and products to the energy sector, Karebo Group’s core focus is delivering high-quality services and products to its clients.
“Our team has a long-standing and proven track record within the energy market,” says Ravi Govender, owner of Karebo Group. “Our in-depth knowledge and experience enables us to offer innovative and superior solutions to our clients. As a team, we thrive on the intellectual challenges that energy markets present.”
Karebo Group’s value proposition is to always deliver within time and budget, 100% customer commitment according to contract; operations must deliver consistently; and the entire team must be committed and 100% professional in delivery.
Because Karebo Group provides a turnkey solution to its clients, managing its own fleet enables the team to provide the best and most efficient service possible. “We’ve learnt the benefits of controlling the entire value chain,” says Ravi.
“In the past we have outsourced our logistics, and it impacted both our costs and our service delivery. By managing our own fleet, we can reduce costs and have happier clients.”
Karebo’s customers face significant challenges related to energy costs, which means it’s essential for the business to offer its solutions as cost-effectively as possible. Controlling transport and logistics costs is one way to do this, but it’s just one factor that the business considers. “We have solutions for all of the cost challenges that our customers face,” says Ravi.
“The problem is that while these solutions have a great return on investment, the ability to raise or channel capital to them is a challenge. General market conditions are also contributing to the indecision on allocating limited capital to these projects.”
In response, Karebo has overcome many of these challenges by assisting its customers to raise their own capital for projects. “We have moved the conversation from a CAPEX conversation to an OPEX conversation,” he explains.
The TomTom Telematics Difference
In order to keep its own operating expenses as lean as possible, it’s essential for Karebo to work with suppliers who understand their business and its needs. “We’ve been working with TomTom Telematics for three years and in that time we’ve reaped the full benefits of using the system to its full potential.
“WEBFLEET’s features include loading orders, geofencing, tracking and reporting, all of which have assisted us in optimising routes and working efficiently to see more customers, thereby increasing productivity.
“The order dispatch features via navigation device enable our teams to keep to their schedules, while address-visit reports help our teams to be more efficient by eliminating unnecessary visits to the same locations. The onboard navigation system also assists in communicating with our teams via a messaging service — teams can message our head office via the system if they need immediate assistance with correcting addresses or if any vehicle maintenance required. In addition, head office has a full view of the location of all of its teams across Africa, at any given point in time.”
According to Ravi, TomTom Telematics has played a significant role in the overall business, not just in terms of monitoring vehicles, but on bottom line costs as well.
“We chose TomTom Telematics based on its services, which met our specific requirements. Thanks to WEBFLEET, our company has seen a reduction in fuel costs, increased productivity and vehicle maintenance costs have been reduced as we place all driver behaviour reports on our company chat to correct driver behaviour.”
The leading edge
Ravi Govender was part of the national steering committee that put together the M&V framework that the original Eskom DSM programme was measured against. He also led the UKZN M&V team from January 2002 to December 2003 before joining Karebo in 2004.
Since joining Karebo, Ravi has ensured that his passion in developing solutions that transform and promote DSM has helped to place Karebo at the forefront of energy efficiency in South Africa.
Under Ravi’s leadership, Karebo has been focused on increasing the penetration of DSM in the South African environment and beyond. As a result, Karebo has been involved in several notable projects in this arena, including developing the framework and methodology to develop and implement large-scale mass rollout programmes.
Karebo pioneered the mass rollout of CFLs for Eskom and through this foundation several other programmes that been implemented, from the mass rollout of solar water heaters and residential mass rollouts, to developing the first large-scale LED programmes that were funded by Eskom. At that point it was the first and largest LED rollout approved anywhere in the world.
Karebo was also involved in both of Eskom’s Residential Mass Rollout phases; was contracted by the World Bank to assist Malawi on an advisory basis for the first CFL programme rolled out in that country; and was recently appointed by the EU through the European Commission to implement Solar Power Lighting to Communities and Schools in Lesotho.
How To Win Trust And Wax Sales
Small changes to your ecommerce platform could transform your turnover.
Any ecommerce business venture is risky. Your products are not going to walk off the site by themselves from day one. You have done your market research. You have identified and targeted consumer needs. You believe in your product.
What you need now is for consumers to believe in it too. But that is not enough. Your consumers also need to believe in you and your brand. Your ecommerce platform is the vehicle which allows the consumer to experience an insight into the quintessence of you, your product, and your brand.
Take your ecommerce experience from ‘what?’ to ‘wow!’.
Your ecommerce platform is a place that gives you, your brand and your products a voice. Your voice needs to speak out and tell your story. How you came to this point with your product. How and why you know it is the best on offer. Who you are.
What your brand stands for. Drive engagement with your voice through blogging. Show your investment in remaining relevant and meeting consumer needs. Invite feedback to build diversity and growth. Your products need a voice too, but they cannot speak for themselves. Let customers know your products’ worth by offering clear, detailed, jargon-free descriptions.
Give your customers pictures. Lots of them. From every angle. Show what you and your products are made of. Bring your products right into the customer’s home. If your products have got it, flaunt it. Convey an effective message that unites you as creator, your creations, and the lifestyle your brand is offering.
Authenticity, honesty, and clarity of purpose will connect the consumer to your brand in a real and relevant way.
Tell all, on call
Respond to consumer enquiries with as little delay as possible. These are personal interactions with the consumer that build relationships. Excellent customer service boosts positive feedback. Aim to provide as much detailed information about your business as possible. Be transparent, and proud of it.
An FAQ section is professional and helps address recurring questions regarding your products, services and business practices. Use the opportunity to provide further info about your brand’s integrity and professionalism. Refer to certifications and licenses. FAQs indicate honest, reliability and well-established business procedures, which further builds consumer trust.
The allure of secure
A steadfast returns policy cuts the risk for consumers when making a purchase. It is far easier to commit if you are assured you can return the product with a full money back guarantee. Make this policy evident from the outset. Include a link to your returns policy on your landing page. Address all returns related queries in your FAQs. Consumers will also trust your ecommerce platform if you guarantee safety and security of information.
Less is more!
Shipping costs are a turnoff. Many consumers abandon their carts just at the finish line because of this final hurdle. So, offer free shipping and seal the deal. Discounts and sales items must be in your face. Feature deals and reductions on your landing page with hard-to-miss, easily understandable images of slashed prices. Build some buzz around sales items with a sense of urgency.
Small trial samples in exchange for email details or a quick survey are another sweet deal. Everybody loves a sample. And you score business leads to follow up. The info you gather can help you to personalise user experience, and fine tune focused target marketing.
That big red button
We have all encountered an enticing call-to-action button. One that offers the promise of a new start, that opens doors, that kicks in the rush of actualisation. A CTA that makes the customer feel like that button has their name on it is what it’s all about. ‘Buy Now’, ‘Add to Cart’, ‘Get Started’. The brand and lifestyle you are selling needs its own effective CTAs. They are the final frontier between deliberation and diving in.
The quick or the dead
First things last: Your ecommerce site had better load, and fast. This is vital. Already, 5 years back, failure to load with sufficient speed meant 1.73 billion GBP in lost sales. Consumer impatience is a fact. There are loads of options out there. Don’t be left dead in the water.
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