Getting Over The Worry Hump: How To Get Reluctant Prospects To Buy
As a business, you will often come across a specific customer category. They want to buy your product, but worry about the purchase so how can we persuade them to buy and make the sale?
As a business, you will often come across a specific customer category. These individuals want to buy your product, but they worry about the purchase and appear to be having second thoughts.
What should you do in these situations? What’s the optimal strategy?
We’re glad you asked. In this post, we look at some of the ways you can get prospective customers to get over the worry and encourage them to buy. These strategies push past pain points and help settle their emotions so that they are ready to part with their hard-earned cash.
But what, specifically, should you be doing?
Work Out What’s Causing The Problem
You can start by trying to work out the specific problem. Unfortunately, reasons can vary wildly, but here are some of the most common:
- Too many options for the customer to understand which they should buy
- Concerns about affordability
- No trust
- Worry that they will make the wrong decision
You can deal with these problems by:
- Suggesting specific products you think will benefit the customer, based on what they’ve told you
- Offer them a discount or cross-sell them on another product (or offer financing)
- Provide case studies and social proof demonstrating that your product works and can benefit people
- Provide them with a money-back guarantee if they aren’t happy with their product
Offer A Low-Risk Trial
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You could also think about offering them a low-risk trial. Sometimes customers want to use your products, but they aren’t always sure about the overall value proposition. If you can introduce them to it slowly with a cheap or free trial, that can often give them more confidence that they should continue using you.
Pay-as-you-go plans can also work. These avoid contracts and allow customers to cancel their relationships with you at any time.
Offer New Payment Methods
Another approach is to offer new payment methods. While there is a debate over ACH vs wire transfer and which is best, providing customers with options that suit their personal tastes is usually the best approach.
For example, it makes sense to put a lot of spending on credit cards for some people. They want to get the additional security. Others prefer bank transfers. You just don’t know what people want until you make offers.
Provide Emotional Reassurance
While it might sound strange, it also helps to provide customers with emotional reassurance. Telling them how they could benefit from specific products and how they will make them feel can be an excellent way to get them interested in what you’re doing.
For example, you could say how your solution provides them with relief from their problems. You could also mention that they might experience a sense of joy from the purchase (if it is something discretionary).
Simplify The Decision
Lastly, you can sometimes try simplifying the decision. Providing checklists or comparisons helps the customer make up their minds. Just don’t overwhelm them with jargon. Keep it simple and tailor the option to their individual needs, based on what they’ve told you.
Wrapping Up
If you’re using e-commerce then ensure that customers can quickly find what they’re looking for and keep the checkout process as simple as possible.
Provide customer testimonials and have multiple points of contact over a variety of social media platforms which can help provide social proof that yours is a trusted brand.
But the main point to consider is making sure that your prospective customers feel confident in the services you’re providing while reducing the barriers they face when making a purchase.
We hope you’ve found these tips useful, let us now yours in the comments below.