Thinking about the issues that impact on a customer when purchasing online (or even purchasing through a traditional route i.e. in-store or from a sales call). Objections could be seen as “needs” in disguise. By answering these objections can help in the decision-making process
- Why should I
- Do I really want too
- Am I ready
In the online world there are often indicators to encourage purchase
- Timers – countdown how long the product on offer for
- Counters – showcase – sales being made (and hence how much stock left)
- The number of people viewing this item identified
- Sold out slapped across products to illustrate that others were prepared to buy
10 Factors for consideration
#1 No Hurry
- What’s the rush to buy?
- Are you encouraging purchase by offering a limited time % off
- What is the time challenge that will encourage a customer to purchase
#2 No Money
- A customer might want to buy now (see point 1) but might not have the available cash. So how can the customer purchase
- Can you offer alternative payment mechanisms / approaches that allow the customer to purchase?
#3 No Belief
- How much do they trust your brand, product / service, promises?
- Do they need a guarantee?
- Do they need a leap of faith?
#4 No Ability
- Have you considered that your proposition might be so complicated they need specialist skills or knowledge to interact?
- Are your systems both people and technical geared up to help?
#5 No Time
- Can the person buy from you in the time they have
- Amazon is a master of this with its “Buy Now” button if you are an existing customer
- How complicated is it to buy from you for the first time?
- Has your desire to capture data complicated the purchase process?
#6 No Fear
- Would I like to buy what you have but I “perceive” that there might be a threat?
- The classic comment of “This site / retailer looks dodgy” lets buy from a reputable established supplier
- Fears and worries are hard to discern and will vary significantly amongst your different customer personas
#7 No Awareness
- Does anybody know about you
- The fundamental challenge to get found or to communicate with those who might be customers
- Your product might be brilliant but if nobody is searching because they don’t know what to search for you will remain unknown
#8 No Understanding
- Do they get your offer quickly?
- Can I easily differentiate between the levels of service that you offer?
- Can I easily establish the value provided?
- Example wetransfer.co.uk/pricing
#9 No Feeling
- Do They want to feel good? Now this might sound strange but I recently purchased a connecting cable for my I-phone a £7 product purchase, that when I actually got the product made me feel good. They adopted 3 key approaches that could be adopted by anyone selling physical products. If you would like to receive the case study email me email@example.com
#10 No Next Steps
- Is it easy to see what the steps are in making a purchase?
- If I can see them can I take them 1.2.3
Key Drivers in Purchasing Online
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