You offer your customers countless choices when you present your products and services.
Unfortunately, your customer isn’t completely focused on the choices you’ve placed before them. They have some mental baggage that impacts their ability to make a purchase decision.
Quick and Easy
Customers assume that choices should be quick and easy.
Why? Perhaps all the choices that they made today were quick and easy. Maybe the choices and decisions they made with your competition were quick and easy.
However, then when they come to your website or store, the choices before them are neither quick nor easy.
Customers are looking for and assume there is a perfect choice.
Why? They are constantly bombarded with marketing messages telling them that there is a perfect choice.
You’ve heard these messages too. “Here’s the perfect vacation for your family.” “This is the perfect pair of pants for you.”
You can even find a perfect match on that online dating site.
Customers are looking for the perfect choice that unfortunately isn’t apparent when they first glance at your offering.
Combine the preexisting mindsets above with some of the environmental factors and your customers are truly overloaded. They’ve got deadlines at work, boss’ expectations, and stresses from life that are interfering with their ability to focus on your offering and the choice before them.
When a customer has dealt with you before, they come into today’s interaction with preset expectations. Their history with you and your company taints their perspective of how this transaction will go. If your history with them has been rocky, today’s decision will be that much more difficult.
Plan for Confusion
If you take the totality of the mental baggage, environmental factors, and history with the customer, it is a surprise any decision or purchase is ever made.
To get your customer to choose you and make the purchase, keep in mind what is happening in their mind. Adjust your messaging and communication to compensate and offset their expectations. When you do this, your customers will have an easier time choosing you.