In the last article, we talked about how to acquire non-buying-intended customers. In this article, we will talk about how to convert buying intended customers to close sales.
Before we move on, remember this graphic?
This is the map that shows you how a stranger becomes a customers all the way to a promoter (fan).
In this map, however, there is no "buying intention" factor counted in. What happen if we add this factor in?
Let's say that this customer doesn't have any preferred brand but she/he wants to buy a product with a specific function. Where do they start the search?
The chance is that they will go to the internet and search for whatever the term to find the product. At this point you have the following cases.
Case 1: Continuing from the previous article, this could be finally a chance for this customer to consider buying your product. Trigger for this customer to buy your product at this point is just being in front of them when they need your product- you can do this by ads, even social media via hashtags, some sort of discount ( free shipping, 50% off first purchase etc..) and free samples.
The power of branding:
Whatever the case is, the customer only typically start the consideration from the brands that they already know of at some level. This is why getting in the list of awareness is SO IMPORTANT, without being known, you are not even considered unless you can beat ALL YOUR COMPETITORS by price and contain good enough repetitions in your reviews that can outperform "already-known-brands."
So how can you establish a brand? Brand building takes time. There is no one method that works forever.
The most important thing is to be a good brand who does good thing for their customers. That is the only way to win in the long term game. How can you do this? You can do this by first being in front of your potential and existing customers regularly all the time by showing them what they want to see at all time.
Case 2: Ads
What is a good ad? Good ad is an ad that appears in front of buying customers who are looking for the products or the solutions you are offering.
So let's say that this customer is looking for a product with very specific function (such as teeth whitening coffee), and your brand produces a coffee that doesn't color teeth. (Notice how rare this product is. There is no product like that available in the market.)
Then you have an advantage. If you are the only manufacture of this specific type of product, then all you have to do is finding a buyer with the ads and hopefully your review is good enough so the buyer would have no choice but to buy from you.
But we all know that this is not the only case. Many times, your products are not that unique. So what should you do? This is why acquiring a customer takes not only strategic ads but also social validation.
Case 3: SEO/Referral
Customers can type in a key word that is associated with the product you have in the internet. Now what happen? Your brand can appear by your ads or SEO.
So first and most, it's about getting in front of the customers who WANT TO BUY your products when they are buying. Now what? What about you, do they want to see? They want to see that you will not disappoint them. They will look for things like: price, product quality, convenience, in your product first then search for the way you do your business with them to address their worry such as, what if the product never arrive?!, How is the customer service like here!? Can i return the product if I don't like it!?
The best way to fight against their worries at this time is to showcase your reviews ( social validations) and some kind of guarantees if you have any. In addition, if you have reviews with photos and videos, that is A+.
Learn how to get in front of the right audience as cheap as possible overtime.
The power of branding is so powerful.
Build relationships with customers. Collect reviews. both good and bad. You can adjust to bad feedbacks overtime. The most important thing is to make noise.