We tend to assume that our prospective customers and clients come to us because they are ready to make a purchase. That is not always the case, often people have a vague idea that they might like to make a purchase–or they are drawn to the type of business we are in or just think we seem like interesting purpose. WE have to create the sense of urgency and we have to consider part of our marketing challenge to be to provide a solid motivation why the prospect should make a purchase.
I think of purchase motivation and “point of purchase” marketing as going hand-in-hand. We’ve attracted the individual and we may have actually built a relationship with them as we’ve been discussing our products or services. BUT, in order to complete the sale, we need to give them a reason. This is where some very personal marketing or sales skills can come in. We need to find a way to let the customer know how his or her life will be changed or affected right now if they make a purchase. This means that we need to be able to convey that sense of urgency; feel enough to convince them that there is a darn good reason why they should make the purchase (or sign the contract) today and not wait another week, or month, or more.
Some business owners rely on packaging or materials that they include when they are trying to make a sale; others use discounts, coupons, or value-oriented marketing for that last-minute push. Whatever you find works for you and the type of business you are in, keep in mind that just leading a customer to your product or service isn’t enough—you may need to provide the motivation and encourage the individual to make the purchase too.
Also: Using Inserts to Promote Your Business
Think You Know Your Market? Don’t Get Too Complacent
Do You Know What Your Customers Want?