Customer Needs Drive Sales
The Psychology of Customer Connection
When you want a prospective customer to buy your product or service, connect with a need. Show that customer how your business will help them make a need go away.
Let’s say that Dora who lives on a fixed income needs to paint her house. The current paint has faded on the sunny side and, in some places, it has started to crack. She found a handyman to paint her house because she can’t do the work herself. He advised her to get the best paint she can.
Dora doesn’t know much about paint selection so she starts to investigate different exterior paints online. She finds several exterior paint providers online. They all have pictures or even virtual reality to show her how the house will look in the color she wants. These pages are helpful, but she knows what color she wants. She has other concerns.
Because Dora lives on a fixed income, she wants her paint investment to last a long time. And she wants to minimize the number of coats the house needs to protect the exterior. Dora wants an exterior paint that is easy to apply, covers well, and lasts.
Cost is not her main concern. Effectiveness and efficiency are her main concerns. How do you get Dora to come into your store to purchase paint for her house?
Illustrate the benefits of your paint product rather than talking about features. If your exterior paint is acrylic, Dora doesn’t care. Stress how your paint’s flexibility helps it last longer by withstanding temperature change. Focus on Dora’s concerns.
Rest assured that ABC paint stands the test of time. Your house will look good for years. And protect your home.
You can go on to explain how paint that doesn’t crack protects the walls from moisture damage.
Dora will be reassured. She doesn’t care if the paint is acrylic she just wants it to work.
Customer Needs Outweigh Features
When you want customers to take action, show how your business product or service solves a problem. Touch their emotions. People may research the features but they buy on emotions. Every time you show how your business solves a problem you lead the customer to make a buying decision. Touch several needs and you are likely to make the sale.
Business owners are proud of their products and services, but often let their ego get in the way of making the sale. It’s natural to want to brag about your accomplishments and the fine quality of your products. But, if you don’t reach a potential customer’s emotions you’ll lose the sale to a competitor who knows how important it is to provide solutions.
A skilled writer can help you target your customers’ prime needs to create copy that hits them in the “need spot.” When a customer tells you they felt like you were talking to them, you know that web copy is working.
Writing to speak to customers is my business. My clients tell me their customers visited the website and knew my client had the solution. Get in touch to see how the write copy can bring you more business.
Photo by Matthew Hamilton on Unsplash
