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Trigger 5 – Justify Purchase

Trigger 5 – Justify Purchase

Here's How to Quickly Fix Your Website So It Brings You Consistent Revenue…

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TRIGGER 5 – JUSTIFY PURCHASE

If you have read and downloaded the previous action plans then you’ve done what 97% of business owners won’t do. Congratulations! You’re flying through this but there’s more.

Before we step to the next trigger of handling objections, I need to take you on a journey of the customer. This is the customer’s framework or steps they go through within their mind. I’ll explain what is happening to each one but what you need to focus on is the consideration part.

The Consideration part is where you really need to justify the purchase. Also, notice these steps and start thinking about your overall web marketing strategy and plan.

  1. Awareness
  2. Information
  3. Inquiry
  4. Consideration
  5. Purchase
  6. Enjoyment
  7. Advocacy

Throughout the process, there will be environmental factors and influences from the brain. The customer will have objections in any of these processes and you will need to handle them. Before we look at how to handle objections – we first need to understand what is happening in these 7 sequence steps.

1. Awareness: notice I didn’t say company mission statement or how your company is better than the competitors. If you don’t grab the attention of the customer at this stage then you can kiss your sales goodbye.

Hopefully, trigger 1 and 2 has helped to remove any thought of applying such messages because the customer only cares about themselves – and what’s in it for them!

Awareness is the first step to qualifying the customer. It is one of the most important steps within your online marketing sales process. There is no use trying to push people, shove people, trick, lie, deceive and hype about anything.

Or you will find yourself wasting your time with having a full email list and sales funnel that does not give you the results you desire. You also will attract prospects who won’t value what you have to offer. Your goal in the end of all you do is…inspire repeat business.

80% of your sales will come from loyal customers who keep coming back for more and who refer other friends, relatives, and associates to you.

Awareness is where the customer becomes aware of their needs, their problem, the solution i.e. the product and the qualifying or conditions in buying the product or hiring your services.

The justifying hasn’t begun.

What has happened is that you have grabbed the attention of the customer’s brain to investigate you and find out more about what you can do for them.

You can develop brand loyalty by creating enjoyment to the product and also within your advertising. With advertising – you don’t just focus on the emotional need to buy the product or service but to also reveal cues of enjoyment when a customer purchases the product.

You can see this in many commercials that reveal characters of people or cartoons as they use the product or service within the story.

Your brain will tune into the right frequency to get to the panel of switches it wants. It decides to choose the fast wave or the slow wave and filter out the rest. The rest is just noise for the brain.

This is possible because the other waves are being transmitted on a different frequency.

You cannot focus on two things at the same time consciously.

But what about when you’re driving a car?

That’s a great question.

Of course you are doing more than one thing at a time but there is a big difference.
When you’re driving a car then you are doing much of the work unconsciously. You’re not exerting the same effort you did when you first learned to drive a car.

The brain has already gone past the conscious part. It has already recorded the data and pattern for you to drive as though its second nature to you.

When the customer lands on your webpage, they are using the conscious sense (the eyes) but the most important decisions are made unconsciously. It is all about survival and this also means comfort, ease and getting to what the person wants in a fast manner.

So let’s imagine the product you’re selling can solve 3 problems:

You’d isolate these problems by choosing one of them.

  • Reduces wrinkles

It is easier for you to start sketching different headlines for this one problem. It doesn’t have to mention wrinkles. You can add the curiosity factor…

Your message is about creating awareness within the customer’s subconscious mind. The conscious does play a part because the information is seen by the eyes.

How do you market to the subconscious mind of the customer?

The most obvious ways in raising awareness in the subconscious mind is by information. Information can be created in different ways…

  • Advertising
  • Interactive marketing experiences
  • Exposure to well written and compelling articles
  • Entertainment programs.

When you understand the difference between marketing and sales then you will discover what 97% within the home business industry have got completely wrong.

  • Marketing is building a relationship with your targeted customers. Finding out their needs and communicating a message that says how you could meet those needs. For this to happen you need to first know who the customer is. You need to know about their needs, their hidden desires, their motive, their objections. You need to walk in their shoes for a mile to get a clear understanding. You need to first raise awareness about the customers needs.

Where does Selling come into the picture?

Marketing isn’t selling. Though it is part of selling – most business owners especially Network Marketers confuse marketing with selling.

  • Selling is the final stage in the marketing process.
  • It is helping the targeted ideal customer to make a decision to buy

That’s why you need to first raise awareness and take the customer on a journey about where their pain, why their problem happens and what their life will be like with your solution. That is before you do any selling.

2. Information: this information hasn’t been asked by the customer but it’s there on your website for them to increase their awareness about the brand, service and products. This can be the landing page on your home page.

Or it can be a landing page which has a video marketing presentation that compels them to take the next step to find out more by adding their details to an optin form.

Information can also be well written and targeted articles on your website. They are made readily available for them to swim around your website. At the end of each article will be strategic calls of action which again leads them to take an action.

  • Whether this action is to join an email list.
  • Subscribe to a paid training course
  • Or to access a service

The key is to not overload the customer with lots of information with facts and figures. Something which many online business and offline business do. You must focus on the context and the association of the problems the product solves.

The information then arouses the customer to want to know more about the solution. So you are working to create a desire in the consumer’s mind to want to know more.

Remember what I said earlier on…

First, getting the customer through the front door!

You are NOT creating a purchase intent but to intensify, magnify, strengthen the desire within the customer’s mind to want to know more.

So, if you are.

  • Spamming forums.
  • Spamming social media websites.
  • Spamming Video sharing sites.
  • Spamming other blogs to get back links which is an unproductive strategy.
  • Cold calling to make the sale.
  • Hassling friends, relatives to make a sale or sign up for an opportunity.

THEN you are missing the point what marketing is about.

Marketing is NOT sales. It supports sales but it is not sales.

  • Marketing is not advertising
  • Marketing is not direct mail
  • Marketing is not telemarketing
  • Marketing is not a brochure
  • Marketing is not a phone book
  • Marketing is not customer service.
  • Marketing is not creative graphic design.
  • Marketing is not Product support
  • Marketing is not a publicity machine for Executives and senior management
  • Marketing is not a crisis management program
  • Marketing is not human resources
  • Marketing is NOT A WEBSITE

Marketing is the science of changing the subconscious mind about you, your products, your leadership, your authority, your brand and your company.

It is renting a room within the subconscious mind of the customer.

The more time you do that with skill – the more you increase the desire of the customer and anyone else to learn more about you and what you have to offer to solve their problem.

And throughout the process in providing the information, the customer will need help to justify the purchase. Prevent yourself trying to close the sale in the beginning until you help raise the awareness about their needs.

The key is in the approach: if you approach first then you lose any sense of authority. Your marketing needs to do the work for you and the sales process does the closing.

The quality of prospects diminishes big time when you approach them first. The quality and respect for you increases a hundred fold when the customer approaches you first and THINKS it is their choice to do so.

That’s the REAL power of Marketing.

Marketing raises the awareness and when it is gained, they are nudged gently to know more.

3. Inquiry: this is stage where the customer desires to know more. You have grabbed the attention of the customer’s brain and the investigation and the process of discovery begins. This is where the desire of the customer is in the high alert for the NEED to know.

It is also possible the customer has already made their mind up to purchase but this doesn’t mean you miss out the rest of the triggers that need to be in place for your marketing message. If the customer has already made their mind up then the rest will speed up the process to buy.

Resulting for the growing need and thirst for more information

4. Consideration: Prior to the purchase you need to increase the evidence that this is exactly the product/service the customer is looking for. This is where the customer is actively and considering the purchase of the product or service.

You don’t let up here but increase the emotional desire to purchase. You use comparisons or customer testimonials – or both. You make it easy for the customer to see the value of your offer and how yours stands out from the rest of what’s out there.

You also reinforce your brand values revealing the ease of the purchase and how they will get what they are paying for – and on the time of delivery your sales copy says. You reveal your goodwill

  • Integrity
  • Honesty
  • Kindness
  • Helpfulness
  • Obligation and easiness
  • Flexibility

The customer will translate the above into loyalty if you deliver what you say you will. Only if you live by the values you claim your brand lives by as a company and personally.

It is here where you need to justify the purchase.

How do you do that? What you need to do is help the customer to understanding how your offer will make the customer’s life better. Think about these following questions to help you handle any objections that will be in the mind of the customer:

  • What pain will they continue to experience if they don’t buy your product or service RIGHT NOW?
  • Which extras, incentives, bonuses and promotions will they lose by saying no today?
  • What goodies will they gain by saying yes?
  • If they buy, how much will they save – how much will they make?
  • What will change – why will they be happier – how will they be protected?
  • How will they be better off?
  • Who will notice them – who will respond to them – what will improve for them?

Notice how these values are emotional. These are what we call values. What is very important to the customer. You have to figure out what is important to the customer because if you don’t then you won’t be able to handle the objections effectively.

We will take a look at how to do this in the trigger 6 (Handle Objections).

For now, you will need to ask your satisfied customers to give you their reasons they bought from you (you’ll be blown away at some of their answers – great answers you probably were missing from your list).

What you will find are answers to handle, “Your price is too high,” and other objections you may have missed.

Ask customers what could have been the obstacle that would have prevented them to buy from you.

Your WordPress website and all your marketing material will be a breath of fresh air because you are speaking in the language of the customers brain.

Your hard work will pay off and their flimsy, automatic price, time objections bubbles will burst, followed by a loud “Ka-CHING!” – the sound of your online cash register ringing

5. Purchase: This is the most important part of the journey of the customer. This is where the customer will experience the sales process. The brain is still alert and it will take the experience and store it in the long term memory.

This is the first interaction that the customer has with your brand, product, service and your values. So whatever it is you’re offering then this is where the real test begins in which the customer is going to judge whatever happens next as a star or as a negative experience.

It doesn’t matter how amazing, wonderful your product or service is. If you fail here then it’s game over and the reason being is the act of parting with money is really painful for customers. There is so much fear of being hurt, disappointed like they may have been previously with a different brand.

You can minimize the pain by making it easier, friendlier and the follow up even more pleasurable. You can use many ways to help minimize the painful experience by revealing how some of your profits go to a good cause so the customer feels pleasure.

You can create an environment with images and words that ignites past memories and connects the good memories with the purchasing process for your product. You can use live support on your website to help maximize the experience.

I remember, buying from many shops and when I found the process in which the cashier and other staff members were not smiling, weren’t helping – I stopped buying from these shops. Even if it meant travelling a little further for my bread or milk, or other consumable products.

In fact, some customer finds these several unraveling sequences stressful. One example is buying furniture and finding you have to assemble it. That’s why some companies have skipped this part and deliver the furniture – as well as help to fit the furniture for the customer.

When you do this successfully – the customer feels an emotional attachment within their mind. That experience is the very thing that generates loyalty to your brand. So remind the customer of the good memories, and the enjoyment and the pleasure they will gain from purchasing your product.

The customer will even thank you for the pleasurable experience and tell everyone else.

6. Enjoyment: This is where the customer has got the product delivered or they have access to your online course or have downloaded your product. This is where the customer consumes your product/service. The consumption experience begins and it needs to be an enjoyable process.

As you have learned, we are human pattern recognition machines and that means we enjoy ritual sequences. Those step by step sequences we take. Whether it is unwrapping the product and see it’s parts or we go through several steps online to enjoy the full benefit of a product or service.

Or they target customers who love to assemble their own furniture and this becomes their niche targeted customer market. Whatever you do, make the assembling simple, easy and enjoyable. This is the same with membership websites if you’re creating online courses or mentorship programs.

Creating an enjoyable process is an innovation which will benefit your brand and the bottom line – Sales!

You can develop brand loyalty by creating enjoyment to the product and also within your advertising. With advertising – you don’t just focus on the emotional need to buy the product or service but to also reveal cues of enjoyment when a customer purchases the product.

You can see this in many commercials that reveal characters of people or cartoons as they use the product or service within the story.

7. Advocacy: This is the ultimate goal. Having customers talk about your brand, products, services and their positive experience with you.

That’s when PERSONAL BRANDING happens. Personal branding isn’t about you talking about yourself and showing how you are an expert. Personal Branding is when customers talk about you when you’re not in the room. They speak about their experience with you.

The question is, how do you get the customer to talk to their relatives, friends and peers about your products/services? If you get this right, then you can imagine the huge waves it will create throughout the internet and the offline world.

So if you don’t get it right then this ultimate goal is not going to happen.

Especially if your marketing is invading people’s privacy, overwhelming their homes, their social media sites where they gather and most of all their emails.

These types of tactics which attract displeasure are not going to help you with your ultimate goal. In fact, they will create walls for people to stay away from you and create many perceived objections about you in their mind.

You might be a good person at heart but people don’t believe what you say but what you do!

Throughout the steps I’ve shared with you – there will be objections. You have to handle them. That’s where Trigger 6 comes in.

There is no action plan for Trigger 5. Its purpose is to educate thoroughly on the process of what happens to the customer’s brain when they land on your WordPress business website.

And throughout the process, there will be objections.

But here’s the question?

How do you handle the objections? The answer is in Trigger 6.

Summary
  • The customer’s brain has a 7 step process before buying.
  • It is a painful experience when a customer parts with their hard earned cash to buy.
  • Make the full process pleasant and an enjoyable experience.
  • Marketing is not sales. It’s part of sales but marketing is not sales.
  • Raise awareness first and increase the desire for the customer to want to know more.
  • By providing an enjoyable experience – you increase brand loyalty.
  • Provide tools for customers to share their experiences with friends, relatives, and others.
  • The customer will have objections throughout the process.

Here's How to Quickly Fix Your Website So It Brings You Consistent Revenue…

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