The Way Customers Want to Buy - The Diigo Meta page

• 01 Nov 06
  

  Jason Wysong

  Web Analytics

• 24 Oct 06
  

  David Leal

  buying empathy personality psychology selling

  • Your goal is to delight each visitor. The delighted customer is most likely to complete a purchase, refer your business to others, and return to buy again.
  • Humans are amazingly complex creatures. Any classification simplifies that complexity. No one person is exclusively one personality type. Everyone's a delightful mix. One type may predominate, but others come into play. These are influenced by environmental factors, social factors, even ephemeral moods.
  • Craft copy incorporating specific words and phrases that create multiple personality scenarios (or navigation paths) to appeal to the different personality types. Each scenario follows a logical progression based on the steps of the sales and buying decision process. Along the way, there's always an opportunity to shift personality gears. As you develop the scenarios, remember to test, measure, and optimize.
  • With this knowledge, you can develop a linking strategy. Keep it in the active window so visitors can follow the buying decision path that best suits them.
  • Different elements in this copy appeal to different personality types.
  • Online, your hyperlinks establish, maintain, and offer the alternatives to your "dialogue."
  • Good salespeople say what the customer needs to hear, the way that customer needs to hear it to make a purchase decision. That salesperson also knows how to redirect a presentation quickly if it's not working. That's an essential component of "the sale."
  • • Amiable
      
        
      • Attitude: Personal, activity oriented.
        
         
      • Time: Undisciplined, fast paced.
        
         
      • Question: What is your best solution for the problem?
        
         
      • Approach: Address values and provide assurance, credible opinions rather than options.
      
        
    • Analytical
      
        
      • Attitude: Businesslike, detail oriented.
        
         
      • Time: Disciplined, methodically paced.
        
         
      • Question: How can your solution solve the problem?
        
         
      • Approach: Provide hard evidence and superior service.
      
        
    • Expressive
      
        
      • Attitude: Personal, relationship oriented.
        
         
      • Time: Undisciplined, slow paced.
        
         
      • Question: Who has used your solution to solve my problem?
        
         
      • Approach: Offer testimonials and incentives.
      
        
    • Assertive
      
        
      • Attitude: Businesslike, power oriented.
        
         
      • Time: Disciplined, strategically paced.
        
         
      • Question: What can your solution do for me?
        
         
      • Approach: Provide options, probabilities, and challenges.
  • Visitors look to you to provide the answer to that question. It's a big one. Your answer depends on things such as your unique value proposition, the products or services you offer, and your ability to instill trust and confidence. Most of all, the answer should be reflected in the way your site "speaks" to the four dominant personality types.
  • Task-oriented visitors land on your site with a single question in mind: What's in it for me?
  • To succeed online, you must construct the type of environment that leads customers through buying the way they want to buy. Your copy, decision paths, and creative designs must snag your various visitors, pull them in, and get them to take action.
  • You'll never increase your conversion rate by pushing what you want to do, the way you want to do it. Lots of individuals out there don't think, act, or feel the same way you do.

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