Fluctuating customer requirements is a common yet troubling situation that all entrepreneurs and managers deal with at some point of time in their careers. Though it sounds like a minor problem, not handling the situation effectively leads to loss of time and resources, for the client as well as the company.
So why do customers change their minds so often? One common reason is because of consumers second guessing their decisions or having conflicting, fleeting attitudes and beliefs which leads to post-purchase doubt, technically named as cognitive dissonance by marketing gurus!
To convince and reassure consumers about their products and buying decisions, a simple technique can be applied called as the Representational Re-description technique wherein different forms of communication channels are used throughout the sales process to subliminally create a positive product image in the customer’s mind by increasing familiarity of the product with repeated exposure.
There are a range of solutions available for reassuring customers about their purchase decisions. But before applying them, entrepreneurs need to look at the scenario from the customer’s perspective. To guide customers through their decision making process, the following few steps can be followed by entrepreneurs in their sales pitch:
- Listen and Understand Client Perspective
A deciding factor for a business to succeed is an open communication channel. Sometimes, all a customer wants, is to be heard. Begin with understanding why the customer is having second thoughts.
Is there a genuine problem with the product/service? Then chalk this up as constructive feedback and focus on improving your product/service. But if the second guessing is due to the indecisiveness of the customer, then probe a little further.
- Gauge Client’s Choices and Preferences
All that you need to know is usually being told you already. Not so much with words maybe but non-verbal cues involuntary and if decoded effectively, these cues will make the process of handling clients so much easier.
Sometimes, go outside the boundaries of product/service information. Get to know the client and discuss your product/service in the context of your client’s preferences.
- Make the Client Understand your Situation
Explain clearly the terms of your using/opting for your services and gently but firmly set boundaries. This step not only helps iron out residual customer doubts but also assures entrepreneur safety.
- Utilize the Power of Contrast
Restructure older beliefs and associations formed by customers by using the power of contrasting scenarios. Explain how the current change/development in the product is solving problems for the clients. Make them see the difference caused due to utilizing your product/service. More often than not, the customer realizes the benefits and agrees to continue the usage of the product/service.
- Resolve Resistance and Reinforce the Benefits
Reinforce the benefits of utilizing the product/service by depicting the advantages incurred since the buying of the product. Also, reassure that post-purchase services are a part of the buying process and the customer need not worry about post-purchase care. Maintain healthy and positive associations with clients to reinforce your product/service’s brand image in the client/customer’s mind.
Neha Gurudatt
