Knowing How Clients Buy Helps You Sell To Them

February 27th, 2013 by Diane Conklin under Uncategorized. No Comments.

Sometimes when we get into business, we know what our products are going to be and we have a firm hold on our price points, but we don’t necessarily have all the necessary knowledge or skills to put it all together to get people to buy.

Having a sales process is an important factor in sales and it also becomes important in having repeat customers or clients who buy from you over and over again.

In many ways, the first sale you make sets the precedent. It establishes what your clients will come to expect from you. Many times, first impressions are lasting impressions. So, the tone gets set at the time of the first purchase. It entails price expectations, service and the whole nine-yards.

Now, this is not to say that a person who makes a lower investment will always and only invest in your less expensive products and services. Your job is to work your customers through your funnel, gradually asking them to invest in more and more expensive items until they become one of your higher end clients.

Let’s focus on just how you get them to make that very first purchase.

Did they buy online or through a direct mail catalog? Maybe they came into your physical store or location?
The first purchase will set and establish the expectations your clients will carry with them for a long time to come…and maybe for the history of their relationship with you.

If a person made their first purchase online, they will more than likely make their future purchases online. You should focus your individualize marketing strategy for that customer online.

Sending someone who made an online purchase a direct mail piece can sometimes cause confusion because they know that’s not how they typically make purchases from you. There’s nothing wrong with integrating your marketing and using cross-marketing strategies, but if you know the client typically makes purchases online then your direct mail piece should more than likely direct them online to your online deals, not ask them to make an offline purchase in a way they aren’t accustomed.

The same thing occurs when you meet people face-to-face. Maybe you did some networking at a live event or the person made a purchase from you at the event. This is the expectation for the next purchase. You may be able to accomplish that same face-to-face concept via a teleseminar or webinar so that the similar experience or interaction is being met, thereby getting them to buy again from you in another way other than at a live event.

All the other components such as price and product are important but so is the media, or the platform, in which the first purchase was made. It sets the tone for future purchases and develops the expectations of your relationship with the customer.

How we buy tends to be how we buy. You want to be aware of this as you look at who your clients are and what to offer them.