Your promotions only influence behavior when they are relevant to your target customer. In contrast, when your promotions are irrelevant, they fail to influence behavior. You make your message relevant when you help your prospective customers who need your help to move along the following purchase decision funnel.
The objective of any promotion is to help your target customer become informed and then influenced through your promotions. You must do this because your typical target customer will never move from “awareness” to “buy” in one giant leap. Only the impulse buyer will do this, and impulse buyers don’t exist for most products and services.
Once the target customer becomes aware, they will begin to consider your product or service. If you successfully create enough interest, they may begin to shop. If you fail to create this initial interest, they will hold back in seeking further information, or they may stop at this point because they do not see enough of a reason to continue to shop.
The goal of your promotions is to keep your target audience inquiring until they become a customer. An inquiring mind is open to buying. The minute your customer thinks they have enough information to determine the value of the product or service correctly, they will stop inquiring and move on to making a “buy” or “pass” purchase decision.
Once a customer begins to shop, they’ve already determined that they are open to buying. The question then becomes where to buy? Consumer behavior is best influenced when engaging the customer in a “call to action” that shapes their intent. The intent you are trying to create leads them to learn where they can buy from you.
Your ultimate goal is to get your customers to love how the product or service they bought from you delivered on its promise. In Spanish, “amor” means to love. When your customers amor your product, they are more likely to buy “a more” from you.
How effective is your sales process?
To see how successful you are in getting people to buy and then love what you sell them, click the link below to learn how well you are working people through the purchase decision funnel. Within forty-eight hours of receipt of your sales by customer summary by year and P&L Statement, you will receive back by email your free analysis of what it costs you not to have people “amor” what you do.