Why Do People Buy?
By Liudas On February 6, 2013 · 4 Comments
Your as a marketer job is to sell products or services to people that need them. To sell easier, to better communicate to your audience through marketing and of course to easier influence people’s buying decisions you need to learn why people buy.
Buyer Types
First of all lets talk about different types of buyers, different marketers name different buyer types, I personally categorize buyers like this the quick buyers, who buy at the first time they see the sales page and decide to buy even the halfway through it. These buyers are mostly driven by curiosity, or they have deep trust in the seller and they feel, if they don’t buy they are missing out big time. And the slow buyers who need to research the product, read the whole sales page and usually not only once, they have to consume all the info they can find about the product and make sure it can help them.
Fast Buyers
These are the buyers that are most likely not even going to check out your product. Also these buyers are mostly influenced by long money back guarantees and by discounts or dime sales.
Personally, I think that the majority of people should be the fast buyers in the digital products niche, because of the super easy refund system. You buy it, test it, maybe even go through out the whole product and if you don’t like it your can refund it and have your money back in around 24-48 hours. Well, this isn’t actually true, for some reason people still are hesitant to buy fast, even though they know that they can get a refund, they think that it’s unethical to buy and refund, if you didn’t like the product.
Now sellers also don’t like the people who just buy and refund all the time. The sellers feel used, but in my opinion you just have to put up with it.
All in all fast buyers are the minority, not all of them refund. If you want to get more fast buyers have a dime sale, give discounts and make sure to have a money back guarantee. Treat them as people who are there to test your product and if it’s good they will become a valuable customer of yours.
Slow Buyers
The second type of buyer is the slow buyer. He needs to know all the pros and cons of the product, he has to read every piece of information he can find about the product, he reads through out the whole sales later and he doesn’t like hype. I’m actually a slow buyer, usually I don’t buy anything until I have done my own “background check”.
Slow buyers buy when they believe that they need that product and that the product can help to solve their problem. So, if you want to make a slow buyer buy from you you need to make them believe that your product is the solution and that they need it.
Now how do you do that is the million dollar question. People usually have beliefs about everything and there are also niche specific beliefs. For example the are a lot of negative beliefs in the internet marketing niche like all the hype products are crap, the gurus just want your money, that all the products are just old rehashed information and that no one reveals their true money making strategies etc.
And in order to sell to them you need to show that you understand their concerns and show them that you are different. You need to eliminate their negative beliefs and make them trust you.
This is easier said than done of course, but if you master it, selling will be way much easier. You need to identify the negative beliefs in your niche as many as possible, you can do that by listening to what people are saying, find forums in your niche or look at the reviews on Amazon for books of your niche. Make a list of them and in all your marketing you will need to try to eliminate all of those negative beliefs. For example, if you do email marketing every single email would be concentrated on eliminating a specific belief, talking how’s your product different than the others and building trust.
And eventually you would eliminate some negative beliefs that people might have about your product you would have built trust and the start will come in.
I hope this blog post was useful and you learnt something new.
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Tagged with: fast buyers • influencing • marketing • negative beliefs • slow buyers
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4 Responses to Why Do People Buy?
Liudas – Interesting article. It is always helpful to understand the type of buyers you are selling to and tweak your selling approach accordingly.
I advise my clients to prepare persona of the different buyer types that is somewhat more granular than this. I classified the buyers in – Stingy Susan, Loyal Larry, Always in a Rush Randy, Whimsical Willy and Window Shopper Wendy. I had written an article on this that I would love to hear your view on. You can find the article here – www.smallbizviewpoints.com/2012/06/12/is-your-business-prepared-to-sell-to-these-5-customer-types/
Harry recently posted…Are you Making these 5 Terrible Sales Mistakes?
In your article you review the types of offline buyers and I in my article talk solely about online buyers. So, it is different. Still it’s a great article that you wrote
I’ve never really thought about things like this before. The only real category of buyers I’ve identified and am confident I’ve got nailed down for exactly who they are and why they buy are the saboteurs working on behalf of competitors who buy only to rip the company doing the selling. The customer service is first-class, and not even full-fledged malcontents could find a reason to be displeased with their transactions. The only explanation for these buyers is sabotage, and any new online retailer must endure their assaults long enough to become established.
Most of our legit customers buy because we sell good products that fill a need, and do so at a good price with affordable, low-cost shipping. The fact that our company reputation is impeccable in spite of the attacks from competitors doesn’t hurt either.
Yeah there are always bad people out there, but it isn’t necessary to concentrate on them.
Actually they stay as customers, because you sell good products, but they buy, because of your marketing.