Customers may be leery of investing in a product or service that is new or foreign to them. What can companies do to ease customers’ concerns and close the deal? Keep reading to learn how other businesses are helping customers make informed decisions.
Jay Whitacre, Chief Scientist and Founder at Aquion Energy.
Helpful Tips on How Clients and Customers Can Make Informed Buying Decisions
Read about the company and the product they’re selling.
Read their blog and social media posts, as well as news about the company and its product. Find answers to the questions:
- Are they known and reputable?
- Are their product’s features something you need to solve your problem?
Reach out to their sales representative.
Set up a meeting with their sales rep so you can get an in-depth understanding of how the product works and why buying it will ease your lifestyle (in short, the benefits you will get).
Browse through their social media for their past customers and reach out to them.
Most important of all—talk to past customers. I urge you to do this so you can know their experience with the product and how satisfied they are with it. Ask [them for] the good and the bad. For instance, if they have encountered issues with using it and what measures the company took to address them.
Be Upfront About Costs
I found out that it is better to [state] your rate at the beginning of the pitch. The biggest problem that I had was we went through extensive explanations on how we should approach a project, only to get disappointed at the end because we couldn’t agree on a price tag. By saying your price first, you are weeding out clients that won’t compensate you well. As long as your rate is justified, then you shouldn’t apologize for charging too much.
It’s not an exaggeration to say that my best clients are those who are willing to pay more. In my experience, clients that are on a budget usually have a lot of grumbles and complaints. They don’t give instructions well, and if you make mistakes, they berate you for it. I thought I was the only one who experienced this, but as I talked to fellow freelancers and writers, I discovered that I’m not the only one.
Emily Appelbaum, Contributing Writer at Family Destinations Guide.
Patrick Crane, CEO of Love Sew.
Put a FAQ Section on Your Site
A comprehensive, easy-to-navigate, and highly relevant product FAQ section is one technique businesses can use to help their customers make informed choices. This FAQ section needs to be easily accessible to site visitors, so place its link somewhere most customers would expect to find it.
Each page of the FAQ should be as informative and relevant as possible to satisfy any questions the customer may have regarding the product. The language used should be simple and clear so that there isn’t room for misunderstandings. The questions should be written from the customer’s point of view, which will make it easier for customers to find the answers relevant to their queries. Remember to keep the answers short and direct to save the customer time.
Educate Buyers About Your Product
Providing your potential customers with a complete guide or sample of your product/services is the first step. It can be on your website or even offline, depending on what you’re selling. They need to know what your product or service is all about, the features, and the benefits before they make a decision.
A demo is equally important. For example, if your product is a house or an appliance, the customer needs to see it and experience it. Train your sales team to convert features into benefits and to know every specification about the product or service. This will enable them to answer customer questions efficiently.
Danny Marshall from Mortgage Rate Guru
Daivat Dholakia, VP of Operations, Essenvia.
Offer a Free Trial
Offering a free trial of your service is one of the most effective ways of helping potential clients make an informed decision to buy it. You can explain what your service offers as best as you can, but people won’t fully grasp the benefits that it provides until they try it out.
Free trials also offer a sense of transparency. By allowing potential clients to try out your service instead of simply trying to convince them to buy it, you are letting them know that your practices are honest and that you want them to do what is best for their needs.
Provide Reviews and Demos
We pride ourselves on promoting smart consumer choice. Our site was built with this in mind – with the intent to ensure consumers have all the information they need about a product before they buy it. No one should go into a purchase blind or just believing what advertisers want them to believe.
We do this by having vetted, consumer-focused reviewers test out new products and services and report on them in a no-nonsense way that’s easy to follow. We provide information for different kinds of buyers and buying scenarios and offer opinions from outside experts. We also like to demo the product so we can show consumers exactly what we’re referencing.
Christen Costa, CEO, Gadget Review.
Zachary Colman, CEO of Creatitive.
Relate to the Customer’s Needs
When customers understand how the product or service will benefit their needs, they can easily make informed decisions. Customers don’t [choose] a product or service because of their advanced specs or unique parts. They [invest in] a product or service when they figure out how these products or services can help them with their needs.
Post Educational Content Regularly
One of the most effective [strategies to] help my customers [make] informed decisions about purchasing the subscription on my SaaS platform is the regular posting of educational content. You can easily create compelling educational articles on a variety of subjects. The idea is to create content about problems that can be solved with your software or without it so that the articles look not too promotional for your target audience. Educate users fairly and regularly, quickly tell them how your products can help, and wait for the growth of subscription sales every month.
Dmytro Serheeiv, Tax Consultant & Co-Owner at PDFliner.
Ninh Tran is the CEO and Co-founder of Snapbrillia.
Create A Competitive Comparison Based on Your Customer Research
Research your customers and create interactive competitive comparisons. Keep them objective and insightful. When looking for products or services, especially in tech, it is important to have a side-by-side comparison of features, bells and whistles, customer reviews, and voices. Essentially, what is respected in the field of the product and how those things can align with what your customers and users are looking for.
This is a crowdsourced article. Contributors are not necessarily affiliated with this website and their statements do not necessarily reflect the opinion of this website, other people, businesses, or other contributors.