April 18, 2006
Buying is Not a Rational Decision
You've heard me say it many times: to succeed out there in commercial cyberspace, you've got to speak to the need your customer feels. I don't say it just because I think it sounds clever – I've got lots of good reasons, not to mention all of the history of successful selling to back me up. And remember, online the customer rules like never before. You go ignoring your customers' needs and feelings and you won't be online for long. It's one of the caveats in convention sales training, too – if you want to sell, you've got to think like your customers rather than try to make them think like you. Or in Grok-talk, you gotta surf a mile with their mouse.
But underlying that is an even deeper principle:
PEOPLE RATIONALIZE BUYING DECISIONS BASED ON FACTS, BUT
PEOPLE MAKE BUYING DECISIONS BASED ON FEELINGS.
Excuse me for shouting, but it’s that important. The single biggest motivator in buying is not data, nor is it facts, it’s emotional response. Humans buy when they feel comfortable, when they feel they can trust you, when the process feels natural and reassuring, and when they come to the feeling that buying will make them feel good. (And by the way, Martians are no different.) Fail to address that, and most of your prospects will bail out sooner or later in the process. Tap into that correctly and your conversion rate will go up dramatically.
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look at how their site is SEO optimized.
Look at link on title::: also:
Are you listening? We all do; every one of us is always tuned into our favorite "radio station", WIIFM, What's In It For Me! When we design our websites, how do we meet the needs of every type of personality that may visit? Each personality has preferences in how they interact, view the world, and reach decisions.
It’s not rocket science. If you want your website to sell more, you have to construct your website so it employs the sales process. That's what everybody at Future Now and I keep going on (and on) about. Selling is worlds away from allowing customers to buy, and if you aren’t selling, you’re not going to be in business for long.
To summarize, the steps of the buying decision process are: