5 rules to make customers want to buy

A classic recipe for customers to want to buy could sound like this: offer them what they need, at a lower price than their competitors. To some extent, this rule will always work, but recently something has changed. Today, it is becoming increasingly important that customers can trust you. Your business success or failure may depend on it. And this is confirmed by research.

In a situation where we urgently need to make a purchase, we will certainly be guided by the availability of the product, and having more time, we will generally compare prices.Price and availability are and will remain valid, but ... not in every situation.

Sales is a matter of trust

When we make a purchase for pleasure or think about a long-term relationship with a given product or service, issues such as our mood during contact with the brand, the quality of customer service and all that we can call sympathy and trust gain importance.Simply put - we are more likely to make a purchase and even pay more if we feel treated exceptionally .
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The growing importance of advantages that we can consider more emotional than rational means that the smallest companies can win against giants. The more so that large budgets are unnecessary in terms of individual customer approach, personalisation of the offer or empathy. Not only that, because it is the smallest, and thus the most flexible companies, it is much easier to take care of the experience of individual clients than large corporations.

It also means that more and more people - if they have a choice - prefer shopping with smaller but exceptional entrepreneurs. Instead of chain stores, they choose a store that sews clothes to order. Instead of in hypermarkets, they buy fruit at the market and only from selected suppliers, e.g. from organic farming. Instead of online language schools, they sign up for language courses run by bloggers whom they like and who seem so close ...

This trend will develop. And the fact that customer service can be a key argument during the purchase is confirmed by research that cites in the book "Company, or You" (the quotes below are from this book).

1. Let your purchase be a great experience

What do you think, is the customer guided by rational product information or emotions during the purchase? The buyer probably would like to be rational in his choice, but emotions often prevail. And to some extent right! If the seller does not inspire our trust, we may have doubts about how we will be treated, e.g. when submitting a complaint.

But this is also an important tip for the entrepreneur or salesman. The better experience you provide to the customer during the purchase, i.e. the nicer this process, the more thoroughly you listen to the customer, the better you answer his questions, the better chance you will have for successful sales and customer satisfaction.

2. Make customers speak

Are you wondering why customers don't want to rate your products or services?Perhaps you assume that since they do not make comments, it means that they feel full satisfaction, and the problem is only to encourage them to greater involvement and activity.

This is possible because opinions usually appear in the face of strong emotions .Especially on the internet, people are eager to express extreme attitudes, so they share their exceptional satisfaction (when they get more than they expected) or express outrage (when their expectations are not met).

Lack of opinion, however, can usually indicate two situations. The first is indifference , i.e. the client got what he came for and has nothing to talk about. Everything was as it was supposed to be - correct, good, OK.

The second situation may indicate moderate dissatisfaction . So something is not right, but not enough to make a scandal. The bread was not tasty, but no one was poisoned by it, the dance course was boring, but I actually learned a few steps, and the text ordered on the website did not contain spelling mistakes, although, in fact, it was poorly written ...

So if your customers are silent, make them speak. Only if you convince them to express their opinion will you learn what the silence was. You may get a lot of tips from them about what you could improve in your products, services or customer service. 

3. When the customer asks - answer

Do you know what a simple way you can earn some extra points with your customers?Answer when they ask. Show interest. And react to your comments politely and matter-of-factly. It is surprising how many companies still do not do such obvious things!

Meanwhile, a question sent by the customer via email or asked via social media is often a kind of test. The client checks if communication with a given company is efficient and without problems. For example, I do it when I order accommodation via Airbnb, especially abroad. To reduce the risk of finding an unreliable host, before making a reservation, I always ask a question and check how quickly I will get the answer and how much the host will try to help me (e.g. when I write that my plane lands at midnight).

But customers can also show a similar approach when shopping in an online store - especially when it comes to expensive expenses.

4. Give something worth paying for more

If we trust someone, we are ready to pay him more  than someone we know little about. This is clearly seen on the example of bloggers who sell their books or online courses. It happens that the prices of their products are higher than the market average, and yet, this is not a problem for loyal customers.

Why? Because they make a purchase from someone they value and trust. But this rule does not apply only to bloggers. Companies that are not afraid to show the faces of their bosses and employees - e.g. in social media, companies that appear to be open to dialogue with customers, have great chances to win customer sympathy and trust.

If, in addition, we associate it with above-average service , with empathic responses to customer requests, success is guaranteed. Such a company will not have to fight for the client with the lowest price, because it has a much more valuable ace up its sleeve.

5. Earn money through loyalty

Finally, I would like to remind you of the old truth, according to which it is much easier and cheaper to retain an existing customer or even encourage you to buy a former customer again than to get a new one . Given that this is a widely known and proven fact, it is surprising to what extent companies are still focusing on acquiring new buyers instead of caring for the most loyal brand.

This is clearly visible even in banks that organize many interesting promotions for customers opening new accounts, while the customer after the promotional period can rarely count on any rewards or preferences for "loyalty".

Well, if that's the case, it can be an opportunity for many small businesses. They can take advantage of the fact that large market players so often underestimate the potential of their current customer base. And yet you can also prepare a special promotion or competition with prizes for regular customers. Show them that they are special to you.Do not underestimate the strength they pose, especially since ...

To sum up - focus on the customer, take care of his experience and do not underestimate the quality of the product and service. Your successes can be directly proportional to the satisfaction that your recipients feel. Their satisfaction simply pays off.