WOM Meets Customers Head-On
Today we'll cover the idea of shortening your customers’ decision making process with positive word of mouth. There are essentially 5 stages in the decision making process.
They are:
1. Give the product a chance and transition from a “no” to a “maybe”.
2. Check out the options and investigate the different products available.
3. Observe the product to check for potential benefits, features and operations to see if there is a fit with their needs.
4. Become a customer and purchase their first item. They will be discriminated against with their first product as they form their opinion of you.
5. Purchases again and starts spreading positive word of mouth as an advocate of your products.
So, let’s take a closer look at each one of these.
From “No” to “Maybe”
This stage is really important because if your potential customers don’t even take a second look at your products and services, then you have no chance of sealing a deal. This is why you need to offer credible information and well thought out pricing, guarantees and incentives.
Investigating Your Products
At this stage they are taking a closer look at your product line to see if there is actually anything that could benefit their life. This is where you need to make sure your hard information is right out there in front for the customers to see and compare.
Trial Period
Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. A good way to offer this is through demo videos, product demonstrations or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”
Make a Purchase
At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost effective and satisfying your product or service is. At this stage a common reaction would be, “It was really easy to use and learn from. It’s really great, you should get it!”
Advocates for Yours Products
At this last stage of decision making the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day and have already (or will be) back to your establishment for more.
We talked a minute ago about the different types of purchasers. Now we are going to take a closer look at their characteristics, so you can figure out which tactics are best to use at the right stage of the decision making process.
The Innovator
Wants to stand out from the crowd
Knows what’s hot and trendy
Likes “strange” or “weird” new products
Wants to be the first to try and will talk about it animatedly
Early Adopter
Driven by excellence
More concerned with possibilities than realities
Always looking to be a leader
Always looking for a new vision
Middle Majority
Wants to be perceived as competent
Concerned about practicality and easy comparisons
Needs an easy way out if not satisfied
Wants products that meet the industry standard
Late Majority
Generally skeptical and wants to know the risks upfront
Needs to shop around for the best deal
Needs a support system
Wants what everyone else has
Late Majority
Needs it to be completely safe and traditional
Needs reassurance that nothing will go wrong
Won’t try new things unless it’s the last resort
Will search for loopholes and problems
Wants to use it in the standard industry way
As you can see, each type of consumer wants something just a little different depending on their personality type. The key to successful word of mouth is to target and cater to each type of consumer. If you need help identifying the types of consumers you are currently helping and how to attract the types you are lacking, here’s your opportunity to learn from the latest in world-class, cutting-edge strategies and tactics designed to take your business to the next level.
Our weekly training videos are content-rich, straight-to-the-point instructional presentations that will enable you to generate more leads, attract more clients and make more money.
Next time we’ll talk about how word of mouth messages are delivered and what you can do to help facilitate that.
Glenis Gassmann
Australia's No.1 Business Strategist Amongst Coaches
COPYRIGHT© 2024 GLENIS GASSMANN CA. ALL RIGHTS RESERVED.