Who’s Buying What You’re Selling?

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Many new entrepreneurs think in terms of what they believe their target market can afford. The people in your head buy based on affordability. People in the real world buy for emotional reason, regardless of their income. Just think of all of the women of little means wearing expensive hair weaves and carrying designer handbags. They value outward appearance so much that the price is not of primary concern to them, as long as their friends see them as having the means to afford their wares. They will allow themselves to suffer financial hardship to make themselves appear as if they are financially well off. Their self-worth is connected to labels and the appearance of wealth, through the accumulation of stuff. Many smokers would rather smoke cigarettes than eat. They’ll find the money to fund their habit.

Can we agree that affordability is not an issue?

Ask yourself, “Regardless of affordability, if I were in my customer’s shoes, would I pay me this amount of money for the service that I am offering?” If you would, why would you? What are the emotional benefits of buying what you’re selling? Write them down. Would your demographic be interested in those benefits? If you are not your demographic, create an avatar of your perfect client or customer.

Now ask yourself, “Why would this person want this product or service that I’m offering? How does it benefit them, emotionally? Why is it worth this price to them?”

The best answers are the most emotional.

Asking yourself these questions will allow you to see the truth of the matter. You will determine whether or not you’re truly offering something of benefit. You can use this information to determine the proper price point and this will also give you a good foundation from which to build your marketing.

Imagine your client is asking you:

“What does this mean to ME?”

“Why should I buy this service over all the other services offered?”

“Why should I buy it from YOU?”

What about the customer who doesn’t even know they need you?

The Truth About Your Clients

The truth is, there are a large percentage of your clients who do not know they need your help. They desperately need you, they just don’t know it.

The minuscule number of people who actually know they need you and are shopping around for your services are also shopping for the services that your competition provides. Your competition is also marketing to them just as you are.

Aha moment! You need to market differently to different types of potential customers.

-The “Need to Buy” Customer

This group accounts for 6% of customers. They need your product or service and they may even know they need it, but they’re not necessarily motivated to buy at this very moment. For example, a life coach may need a personal assistant because her business has outgrown her one man operation. She’s been doing it herself for so long that she doesn’t see the need for an assistant until she’s in session with a client and another client calls to book an appointment. Whenever she thinks of hiring an assistant all of her objections to the time it takes to recruit, hire and train someone is stronger than her need to hire an assistant. She certainly doesn’t have to hire an assistant but if she wants to grow her business she’ll eventually have to. With this type of customer, you need to show them how much greater their life would be with your services.

-The “Want to Buy” Customer

This 4% of customers is well aware that they need what you’re offering and they’re shopping. They’re probably already emotionally hooked. What will be their tipping point, price, terms or selection? This is that tiny percentage that the competition is fighting for. With this type of customer, you need to show them that you are the best service for the best price.

-The “Have to Buy” Customer

This customer makes up about 29% of your prospects. This client is being forced to use your product or service either now or in the future. For example, a car customer automatically becomes an insurance customer. Legally, (s)he has to buy car insurance. Nowadays, many landlords even require renters insurance. For these customers there is an obligation to buy, but they don’t have to buy from you. With this customer, you need to show them that you are the best option. This needs to be done in an emotionally reassuring fashion because the customer is required to buy from someone, which is not an enjoyable way to spend their money.

-The “Unconscious” Customer

31% of your prospective clients are unconscious to the idea that they need what you offer! This is your best opportunity for success and a great demographic to focus most of your marketing. I’ll give you an example using this very book that you’re reading now.

For someone who is employed and brings in enough money to afford their bills, this book may not seem necessary. The unemployment rate has been grossly down played to give the appearance of an economic recovery. Plus, the gainfully employed have come to rely on their paycheck and lifestyle so much that they are not financially or emotionally prepared for a layoff or job loss. They don’t know their employer is looking to cut expenses and increase revenue by cutting wages. They’re not aware that their employer has interviewed three people that will do the job they’re doing for a fraction of the money and for no benefits.

They’re unconscious of the fact that there are many people out there who will do their job for much less pay, who may even have a more marketable skill set. So it’s my job to reach those readers as well. I ask myself the same questions included in the previous section. “What makes them angry? Who makes them angry? What keeps them up at night?” This helps me create marketing that speaks directly to them.

No matter whether you’re employed or unemployed everyone seeks personal empowerment. My marketing speaks to people who want to be able to make their own way in life and not rely on any one source for all their needs. People want to be fulfilled and feel significant in their work and they want to feel secure and financially free. I don’t know anyone who isn’t in the market for more personal empowerment. Take this same thought process and apply it to your specific market. Once you find a way to reach the unconscious customer group, your business will grow tremendously.

Now… are you ready? Ready to make some real MONEY? Click Here and take a look at this innovative direct sales company that offers excellent “instant gratification” weight loss and beauty products! The weight loss industry is big business, especially when the products actually do what they say they do! People are losing 10 lbs or more in 10 days with these amazing product and making $5000, $10,000 and even $20,000 per week. I mean, let’s face it, health is wealthy! In the case of this dynamic company that statement is true literally and figuratively. People are getting the slimming their bodies and fattening their bank accounts. You can be our next six-figure fitness success story!

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