How to Influence Buying Decisions
Getting into the Mind of Potential Customers/Audience
Want to know what's on the mind of your potential customers/audience?
The hard truth is that it's not you. People making buying decisions are only thinking about themselves. They want to know what's in it for THEM. How does your offering benefit THEM?
Don't worry though, we've listed two tried & true steps to help you encourage your customers to make that buying decision.
01. Step into the perspective of your customer/ideal client.
02. Focus on the emotional benefits as well as the functional benefits for your buyers.
Keep reading to learn how to put these 2 simple steps into action.
By following these 2 simple steps to encourage your ideal client into making a purchase, you can view your business from a buyer's perspective, present the key information to your audience, and show them the functional and emotional benefits that you can offer them. Connecting with your client based on their personal values will in turn add value to your business.
Define and Attract your Ideal Client.
This is one of the first strategies that we share with our clients when they want to build their brand. We establish their ideal client, then get into the mind of this consumer. What does this person value in their life? Is it family time? Self confidence? Environmental consciousness? A sense of security? Take those values and connect them to the functional benefits of your business.
For example: A juice bar can give people a sense of health and wellness by helping them feel their best and add a new healthy habit to their day. They can save time and stress by getting in a good serving of fruit and veg in a tasty beverage. The customer can relax knowing the product is made using vegan, gut-friendly and eco-friendly ingredients.
Whatever values you’ve assigned to your ideal client’s character, ensure that you’ve got a business that functions to meet those needs.
Let’s be honest:
People do not care about your business like you do.
When it comes to making buying decisions, people are selfish. They want to know how your offering fits into their life and how it benefits them. 2 things you can do to encourage people to care enough to make a buying decision.
Step out of your own perspective and into the perspective of your audience/ideal client. What information do they need to intrigue them enough to make a decision or learn more? Only give them that.
Focus not only on the functional benefits of your offering but also on the emotional benefits. What are the inadvertent benefits your client receives from your product.service? (emotional benefit examples: sense of security, more time to spend with family, a greater sense of self, feel good about what your purchase is doing for the world.)
To make people care about your offering and encourage their buy-in, remove yourself from the equation.
Cut to the chase. Your ideal client is likely a busy person who doesn’t have time for all of the fluff. Believe that your business will meet the needs of your audience without needing to beat around the bush and over-explain. Give them the most intriguing and pertinent information, they will learn the rest as they move through your buyer journey.
Don’t sell services, sell solutions.
Once your clients have trust in your shared values, they are more likely to make buying decisions. Align your business values with their personal values and see how quickly your audience will grow. Take away your customer’s worries and be the solution they need. Once you get into the mind of your ideal client, this will come easily. While this skill takes some practice, it’s important to step out of your business owner mind and into the consumer mind.
No strategy is One and Done.
Check in with this strategy every few months to ensure you’re keeping your business in line with social issues that matter to you. For your business to keep growing, you need to make sure your values are always growing and adapting to the climate your business exists in.
Customers want the brands they purchase from to be vocal about social issues. 64% of consumers would buy from (or boycott) a brand solely because of its position on a social issue. Taking a neutral stance on issues will get your business ignored in a social climate with so many polarizing opinions.
By vocalizing your brand’s opinion on social issues and current events that align with your business’ values, you can create a cult-following of consumers that feel good about investing in you. Show your audience that your business stands with their personal values and they will stand by you.
Books I Love on the Topic of Influencing Buying Decisions:
This should be your first plan of action.
The Field & Co. surefire way to influence buying decisions is to follow these simple steps:
01: Get out of your business owner mind and think like your ideal consumer.
02: Pair the functional and emotional benefits that your brand brings to your audiences lives. Show off how your values match theirs and how your offering can improve their lives on a deeper level.
Remember:
No one cares about your business as much as you do, and no one knows your business like you do. It’s your job to show your audience why you can improve their quality of life. Once they see the emotional and functional value you have to offer, you’ll be able to influence buying decisions and grow your brand exponentially.
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Looking for more?
Click here to read about Why I’m a Business Owner who Prioritizes Employee Well-Being