How They Buy Your Products

How They Buy Your Products
If you ask people how they buy a products or service, they willl lie to you. This it not because they are unpleasant or want to deceive you. Customers willl lie to you of politeness. They willl tell you what you want to hear, not what you need to hear. They will lie because they themselves do not understand how they are buying. If you understand how they arrive at their decision, you are one step ahead of the buyer. This is your secret weapon.
Even in the retail world, people do not understand how they buy. For instance, we works with one firm to understand how people buy mobile phones. If we could understand this, we could sell more. The firm had lots of consumer research that told them that consumers are rational. The research said the consumers work out what combination of texts, Internet, voice, mail and other applications they use. Then they find the phone at the lowest cost with the best features of their usage.All highly rational and highly untrue.
We suspected that the answers were not right: it certainly did not gel with the way that consumers seemed to behave in wholesale price store. So we changed our approach. We talked to people as they left the store discount price. We stopped asking for their attitudes. Attitudinal questions are thing like:

Why did you buy?
Why did you not buy ?
If you ask for attitudes, people give you the answer they think they are meant to give: they think they are meant to buy rationally, so that is what they willl tell you.
Instead, we started asking them about their behaviour. Behaviour question included:
How many stores have you visited?
How much did you spend ?
Which named or websites did you look at before coming out ?
Which products was the nearest competitor? Why did you not choose it ?
What are you going to tell your friends/family about the purchase when you get back home ?
The answer were a revelation. We found that:
The more research customers did, the more confused they became by all the choice.
Customers found great difficulty in comparing products: they could not even reliably recall the details or even the price of what they had just bought.
They all constructed a story in their heads about how they had got a great deal and that is what they would tel their friends and family: they wanted bragging rights.
They all wanted a phone that would look good compared to their friends or colleagues.
Most of the time, customer just wanted a friendly expect to make the decision easy for them.
We had been selling on price and features. We changed tack. The store still had the big red posters up shouting about sales and bargains: that reassured the customers around price. But we moved from selling to advising: we became the friendly experts who listened more than they talk. We never looked back.
Copy right from book : How To sell ( JO Owen)
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