People buy for a wide variety of reasons. The reasons that matter most when shopping frequently are: being part of the community, having read good reviews about the products, acquiring knowledge, and not missing the opportunity (the urgency to buy). This may seem strange in some aspects since they are not the main reasons we consider when we go shopping for something at the supermarket. However, if you learn how to use them to your advantage in your business, you will be able to identify why people buy.
To be part of the community
Many times, customers consume content from influencers and brands, and if they see other people consuming what they do, they will seek to be part of the community, but this doesn't only apply to "being popular."
One of the best ways to make a customer feel part of a community is by showing them how their purchase can help others. If you have a product or service that helps customers make an impact, emphasize it as much as possible. You could say something like "with each purchase, we will donate Q10 to [the cause they support]." This will give people an incentive to buy from you and also let them know that they are doing well in the world with their purchases.
Another way to make people feel part of something bigger is through social media, posting posts and stories about products or services, mentioning the people who upload their photos on your page by commenting or thanking them so they will know you care. Every little bit counts when it comes to building a good relationship with customers; keep it up until those relationships turn into more sales!
Positive reviews
You should receive many reviews, whether your customers decide to do so or not. The more positive reviews you receive, the easier it will be for new people to trust your business and make a purchase.
You can ask people to review your products or services on social media platforms like Facebook or LinkedIn; these are two places where many business owners ask for feedback from their customers. You can also place a link at the end of an email newsletter or in an email signature line so that when someone signs up to receive updates from your company, they automatically receive a message asking if they would like to share their experience with others by writing a review about their experience with your brand.
If a customer only has good things to say about their experience, they will feel comfortable leaving five stars, posting a testimonial of their experience, or sharing the result or transformation in all aspects of their life without any negative feelings about doing so, which means even more votes will come in because other potential buyers see those top ratings! The public perception of authenticity is imperative when making decisions about which companies to support financially (and socially). Don't let anyone notice the fake advertising tactics; be realistic!
Acquire knowledge
You can also use this to your advantage by ensuring you have a large amount of content available for anyone to read. In this way, if someone finds an article or blog post on your site and wants to know more about the topic, they will be able to find it easily. You should especially focus on creating content that explains how your product or service works. This not only helps answer their questions but also shows them how much knowledge you have about what you are selling. Share your opinion across all media so that consumers want to invest in what you have/know.
Don't miss the opportunity (the urgency to buy)
They don't want to miss opportunities! They want to take advantage of a good deal when they see it, and even if they don't always need it, they will look to seize the opportunity to acquire the product or service.
Even though there are other products similar to the one you are selling, we can convey the idea that this product has advantages over others that have been previously purchased or are available on the market. To motivate the purchase, you can also do countdowns on social media, set a deadline, flash sales, generate special bonuses for the first ones to buy it, etc.
To return a favor
People buy because they feel the need to return a favor that the business did for them, such as giving a free class or a 7-day trial, etc., a gift like a giveaway, a challenge. They will feel gratitude towards the brand and decide to thank them by purchasing some product or service they offer.
Sentimental purchase
People often buy where they have an emotional connection, attraction to the content, or feel good vibes. To generate this type of purchase, you can create offers or visually showcase products/services, share their story to find a connection with people, brand photos, etc.
Now that you know the reasons why people buy, how can you use them to sell?
- Understand the customer: now you know what is important to your customers. Use this knowledge to tailor your product or service offerings to their needs.
- Understand what they are looking for: knowing what makes a customer want to buy something can help you guide your marketing efforts and increase conversions.
- Know what they are not looking for: one of the most effective ways to convert potential customers into sales is to understand why someone wouldn't buy from you at this moment and address their concerns before they become potential buyers. This will also help prevent negative word-of-mouth advertising from harming the business in the future.
It is important to set goals for yourself and your business. Your goal could be anything, from increasing sales to gaining more followers on social media, or something completely different. Regardless of what you desire, taking into account the current purchasing reasons will make your business grow and help you set good goals.
