December 26th, 2018

Understanding and Converting the Most Difficult Buyer

Understanding and Converting the Most Difficult Buyer

Every business always faces the challenge of buyers who seem difficult to convert. For these types of buyer, they can’t just make a decision right away for several reasons. One, they need to have a good reason why they need a product or a service. Two, they spend less before they even hit their buying pain. In other words, they really have difficulty spending because they fear to experience a strong buyer’s remorse — to regret buying an item, especially an expensive one. It’s not that they don’t want to buy something but their brains are wired to react that way.

How do you get past that and convert your most difficult buyer?


The Power of Rephrasing

Have you ever wished to buy something but decided against it because it was just too expensive?

For example, Apple’s iMac Pro is very desirable — feature and design-wise. However, a one-time payment of $4999 is not peanuts, especially if your income is limited. On the other hand, if someone offers you to pay $199/month during 30 months, that might not sound too expensive after all, compared to the one-time payment.

The same thing goes true if you are offering a product or service. What do you think is more appealing to buyers: $450/year or $37.50/month? Although the total amounts are the same when you compute them, the last price looks cheaper than the first one.


Learning from the Fast Food Industry

Don’t you just love Burger King, McDonald’s, Chick-fil-A, or any fast food joint of your preference? Although they are not healthy and several advisories have been done about the dangers of junk food, people still flock to them. Why not, when you can have a whole meal — drinks, the main course and a side dish — in a matter of minutes?

That’s the power of bundling, and the fast food industry is killing it.

Neuroscientist George Loewenstein explains that bundling makes it more convenient for people to make different purchases in one payment. It saves them time from thinking too much, which can sometimes lead to analysis paralysis — the fact of not being able to make a decision due to over-thinking.


The Power of Words

In one of our earlier articles, we mentioned how positive words — no matter how small they are — can affect your conversion rate. Using positive language is not only effective when talking to customers but also when presenting your product.

Smart Tip:
The whole customer experience is important to convert them to becoming paying customers. Lead conversion does not begin and end with customer support but from the moment your customers steps into your landing page.

Researchers say that changing a single word can greatly affect your conversion rate. For example, if you change your product offer from $20 to “for only $20,” can increase your response rate significantly.


How Well Do You Understand Your Buyer

Understanding your buyer undergoes the same process as understanding a friend;  you get to know this person better thanks to constant communication. You listen to their concerns and address them by bringing a solution to their pain points.

You can do this by constantly engaging your customers through your social media channels. Most of all, ensure that you don’t miss what they are saying. To do so, you need to have some sort of “control tower” where you can monitor all of them in one place.

That’s where a customer service management tool like Xeno comes in. It has analytics to help you understand what works and what doesn’t, a “control tower” that integrates all your social media channels, and other features that allow you to bring a human and personal touch every time you interact with your customers.

Avatar Alexis L.
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Alexis L.
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