How much time have you spent learning about your audience? What made you think your sales approach was going to work? It’s easy to fall into the same pattern of reaching out to the same people and expecting different results, but you may be missing out on growing your sales and actually understanding your audience. Just because someone bought from you once doesn’t mean they are sold on what you are offering, so why do we keep doing the same thing over and over again and expecting different results?
Selling is a Psychosocial Process
Sales aren’t just about knowing your audience and creating a need for your product. It’s also about understanding them. The way people think, their motivations, dreams, fears and insecurities are all at play during every sales interaction. When you understand an audience’s psychographics—the underlying factors that influence behavior—you know how to position yourself and your product to effectively sell what you have to offer.
Targeted Marketing Leads to Successful Sales
When we’re buying a new car, for example, we’re not simply looking for transportation; rather, we want something that will fulfil a certain role in our lives—something fast and powerful to drive us around town or something more economical that will get us across the country. Our purchases are based on what will provide us with an emotional payoff: they allow us to portray ourselves as a certain type of person.
Understanding the Customer Buying Cycle
The first step in a successful sale is understanding why your audience is considering purchasing from you. We talked about how to use sales psychographics earlier; now we’ll get into why they’re so important, and how they can change according to where your customers are in their buying cycle. It may be tempting to try and sell right away, but make sure you know exactly what kind of customer you’re dealing with before presenting them with your product. If they’re too far along in their own search process, it might be too late to consider your offer. Salespsychographics (cheap plug!).com has awesome resources on different ways you can understand your customer’s mindset as they search for new services or products. Give it a try!
The Key Attribute of Every Customer is Value
Every customer has a different level of value, with some willing to pay more and others less. Your challenge is understanding how much each of your customers is really worth and how much you should charge for your product or service. To be profitable, you need to find an acceptable price that attracts buyers without repelling them. To do so, consider asking questions like What’s my target market? How does my industry operate? What’s a competitor charging? What’s my unique position? The answers will help you determine what your audience values most in relation to your product/service offering. From there, it becomes easier to understand why they buy what they buy and what might get them to buy from you instead.
Knowing Your Customers Improves Profitability
The customer has a lot of power these days. Because of that, you need to know your audience and you need to know them well. There are three main sales psychographics: innovators, early adopters, and everybody else. You want as many innovators in your audience as possible. They buy on a whim and because they like trying new things for their own sake. How do you find out if someone is an innovator? Ask open-ended questions that require detailed answers; don’t ask yes or no questions. Innovators will respond with rich answers instead of just yes or no statements. If someone is an innovator, they’ll describe why something works in detail instead of just saying it works (because it sounds cool). Also, look at how customers arrive at your site.
Win Back Lost Customers
Most companies make a common mistake in their sales tactics—they look at it only from their point of view. In other words, they’re only concerned with what they can gain (the sale), and don’t think about why a customer left in the first place. To win back lost customers, you have to understand them; what is important to them? Why did they leave? What would convince them to come back? Ask these questions and you’ll never have problems selling again.// The key to understanding your audience and convincing them that your product or service is worth buying is all about creating a personal connection. Sell your product as if you are talking directly to an individual person rather than talking at an abstract group of people, and you will drastically increase conversions.
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