heard me say it many times: to succeed out there in
commercial cyberspace, you've got to speak to the need
your customer feels. I don't say it just because I
think it sounds clever - I've got lots of good reasons,
not to mention all of the history of successful selling to
back me up. And remember, online the customer rules
like never before. You go ignoring your customers'
needs and feelings and you won't be online for long. It's
one of the caveats in convention sales training, too - if
you want to sell, you've got to think like your customers
rather than try to make them think like you. Or in
Grok-talk, you gotta surf a mile with their mouse.
underlying that is an even deeper principle:
RATIONALIZE BUYING DECISIONS BASED ON FACTS,
MAKE BUYING DECISIONS BASED ON FEELINGS.
me for shouting, but it’s that important. The single
biggest motivator in buying is not data, nor is it facts,
it’s emotional response. Humans buy when they feel
comfortable, when they feel they can trust you,
when the process feels natural and reassuring, and
when they come to the feeling that buying will make
them feel good. (And by the way, Martians are no
different.) Fail to address that, and most of your
prospects will bail out sooner or later in the process.
Tap into that correctly and
your conversion rate will go up dramatically.
this isn’t some kernel of interplanetary wisdom I
imported from Mars. You folks have known this about
yourselves for a long time. My job is to tap you
not-so-gently on the head and point out you’re not using
it in the design and implementation of your site.
cursory search on the Internet gets you this sort of
buy on emotion and justify with fact. You may resist
this statement. You may want to shout, "No! No!
No! I am a rational, cognitive human being! I make
calm, considered, well-thought-out decisions! I do not
buy on emotion! … By the time you've finished this
book, I hope you'll have this principle scrawled
across your time manager, emblazoned on your desk
blotter at work, taped to the dashboard of your car,
and posted on your refrigerator at home.”
buying decisions are emotional.
have both logical and emotional buying motives. Recent
consumer surveys show that, in most cases, 20% of the
decision to make a purchase is logical and 80% is
emotional. Logic is reason supported by facts.
Emotions are feelings that cause us to act and react
and can be a large influence in our buying habits.
is more important when persuading people, facts or
emotion? Easy question, huh? … I don't mean to imply
that customers never want cold, hard facts. Of course
they do. You should always have them available and
prepared in a very professional manner, and present
them when the time is right. But it is not facts that
convince customers to go with your company. It's
someone going into a bookstore to browse for something new
to read. While exploring the shelves, the thing that will
compel her to browse a book first and foremost is the
cover. It might be the color that is eye-catching, or a
picture on the cover, or a design, or the way the title is
printed. Yes, she might read the blurb about the book, but
only after the “presentation” attracted her by how it
made her feel.
think of a parallel non-retail example. Let's say you are
hiring someone to oversee backend fulfillment. You’ve
culled a handful of resumes that present you with lots of
facts about the people who seem most qualified. Do you
just call the one with the most “points” and offer
them the job? No, the next step is you meet them face to
face. One applicant has all the right qualifications and
presents himself well, but you’re looking for that
Certain Something that convinces you he's your guy, and
you can’t feel it. Another applicant has similar
qualifications, but she comes across as charming,
effervescent, determined, a team player and an innovator.
Bingo! Your Certain Something Meter lights right up. Who
are you going to hire? Qualifications being reasonably
equal, you're probably going to choose the person you feel
truth is, you probably decided which person you were going
to hire based on your emotional reactions even before
you gave the final decision any focused thought. Deep
within humans is a core of essential values that
ultimately governs how you interact with the world. The
filters between this core and all the physical stimuli
outside you are your thoughts and emotions - and emotions
lead the field when it comes to the decisions humans make.
Far more often than not, a person knows how she feels
about a particular choice long before she has articulated
it in actual words. Most of the time by far, thought
clarifies, justifies and rationalizes what is
fundamentally an emotional impulse.
this can help your conversion rate ought to be pretty
clear by now. There's tons of stuff
out there clamoring for your prospects’ attention - lots
of products and services, lots of competition, lots of
messages. So how are you going to distinguish yourself?
What is it about you and your enterprise that’s going to
reach out and grab those potential customers and proclaim,
"We’re the people you want to be doing
business with!”? The answer: your ability to deeply
engage your prospects’ emotions in addition to, and even
above, their intellect. Your design, layout, copy, balance
between graphics and text, download speed, even your
colors and fonts, much less your overall information
architecture and usability, all either draw your prospects
in or push your prospects away - emotionally. And
your implementation of online expert sales processes, or
not, will determine precisely how well you engage
different personalities in the different ways they prefer
to be engaged, as well as how effective you are in guiding
them to a buying decision that feels right.
works online the same as it does offline (and why did
anybody ever think otherwise?). Folks want to buy from
businesses that make them feel good. If you're going to
close more sales, you must acknowledge their need
for trust. You must mirror their values. You must inspire
confidence. You must appear empathetic. You must
communicate that you are responsible and dependable. You
must offer them a delightful shopping experience (this is
not to say you must entertain them … that's proven to detract
from buying). And through it all, you must convey
persistently that you understand their emotional needs as
well as their material ones.
to one company out there, "The most successful
salespeople possess the noteworthy ability to effortlessly
get into the buyer's mind and create exceptional value
based on "the buyer's" thinking." They’ve
got it right, they just haven’t articulated it right.
“Thinking” from the buyer’s point of view helps you
get them feeling all of those things we just
listed, which is what gets them to want to buy from
you. If you can get their Certain Something
Meters vibrating, you are well on your way to
distinguishing yourself from the crowd and increasing your
online sales, by a lot.