OpenClipart-Vectors / Pixabay
Lately, there’s been a ton of energy put into to declaring (or defending) the superiority of a particular sales funnel / cycle / journey / [descriptor of choice]. In the rush to have one’s point of view heralded as “the definitive model,” we’re overlooking the basics.
All these words and images are trying to do is capture the process tribal members go through to arrive at the “best” decision. And therein lies the crux of the problem. In the chase to define the process, we’re forgetting the most important core principle:
A Confused Mind Always Says “No.”
Regardless of which camp you sit in, the biggest challenge we face as marketers is keeping things simple and easy to understand. Whether we’re communicating internally to explain our strategic approach or the benefits of a product to customers, simplicity is key.
And while our various tribes (aka “buyer personas”) may seem to have unique journeys for deciding what solution will best solve their problem / need / desire, they face overwhelming odds at being able to make that choice easily. Why? Think about it. Not only is there an overabundance of solution choices, there’s this deluge of information they have to wade through to make that choice.
We’ve all been programmed into thinking more choices and more information is better — but is that really true? Because the more choices, and the more information, the more opportunity there is for our buyer personas to become confused.
Whenever we go into “analysis paralysis,” we click and go away. That’s not good for our businesses.
More Choice = Higher Expectations
Just to complicate things even more, the more product/service options a buyer persona can choose from, the greater her expectations about her experience with her chosen brand. So even if you successfully get someone through your funnel and she’s committed to buying a product or service from you, her expectations are now as high as the process was confusing, convoluted, and long, for her.
Watch Barry Schwarz at TED talking about the Paradox of Choice:
“Right” vs. “Wrong” Choices
As marketers, we’re tasked with helping prospective buyers make the “right” decision — with the implicit assumption that the “right” decision is to buy whatever it is we’re selling.
Yet as Barry points out, when a prospect is faced with lots of options, and has done all this research to determine the right one, the landmine is her high expectations — thus making it way easier for your brand to fail. It’s so much easier for her to experience buyer’s remorse, to keep second-guessing herself, and never feel like she’s truly satisfied than it is to sort through the plethora of available options.
Which in turn, directly impacts her next buying decision.
What Can You Do to Fix This?
1. Clearly position your solutions (brands). Help the prospect to distinguish your brand within the sea of sameness.
2. Make her care about your brand. Give her a compelling, irresistible reason to fall in love. Because once she does, saying “yes” comes easy Go to the full article.
Source:: Business 2 Community