Without any doubt, happy and satisfied customers drive a business on the growth route. No matter what, they will always come back for repeat purchases and will recommend your business to others as well. Both ways, you can expect an amazing impact on your sales. Your team should, therefore, always go the extra mile to exceed the expectations of the customers. However, unlocking customer behaviour and understanding their expectations is easier said than done. You will need to keep close track on customer data, analyse it, identify the trends and build buyer personas first.
Following this, you will have to reflect their expectations in your products and services. Additionally, there is a need to invest in cloud communication technology to stay on top of customer support. Sounds like a lot of work, but it is worth every bit! And you can expect immense benefits since it will help you draw the buyers and make them loyal to the brand. Let us help you unveil the secrets of customer behaviour so that you can boost your sales.
Consumers are Motivated by Four Key Factors
Even before trying to understand the consumer expectations, you need to know what motivates them to select your product or brand over the others. The four key motivators are:
● Price: Simply speaking, these are the consumers who pick the cheapest available product, rather than being loyal to any specific brand. Buyers motivated by price are the most challenging demographic to attract.
● Quality: These are the consumers motivated by quality products and are typically ready to pay more for it. They also look for the best service, shopping experience, and more.
● Solution: These are the buyers who are interested in a brand that offers a reliable, valuable solution that comes at an optimal cost as well.
● Value: Customers motivated by value are willing to return the favour for product value by remaining very loyal to the brand and even becoming evangelists.
Customers are Driven by Emotion rather than Reason
If you think that you can depend on reasoning to determine customer behaviour, you are mistaken. Deep down, they are more likely to be driven by emotion rather than reason. You may have a product that serves the same value at a comparable cost as compared to another product in the market. The buyer may still be gravitated towards the competitor just because they have an emotional connection with their brand. Thus, it is advisable to target the emotional side of the buyer with exceptional products and sales pitches that appeal to them. Further, you can leverage technologies like cloud communication to establish better and reliable connections for your support staff and ensure that they are always available to the customers. Once you are able to understand all about buyer emotions, you can use them to grow your sales.
Consumer Decisions can be Subconscious
Another fact that makes the assessment of customer behaviour more challenging is that some of their decisions can be subconscious. They may think that they know the reason for a purchase, but actually they may not be sure. This means that what they perceive and judge about the product matters more than its real features and specifications. For this reason, brand logo, design, colour schemes and product packaging matter more than you think. The potential buyers simply look at a product once and make subconscious judgment and decision based on its appearance. Good product packaging that appeals to the consumer, therefore, can go a long way in influencing their behaviour and drive sales for the business.
Customers don’t Buy Products, they Shop Experiences
When it comes to achieving booming sales by capitalizing on customer behaviour, aligning their experiences is the key. This is because they don’t only buy the products you offer, rather they shop holistic experiences. So your sales team needs to think on the lines of ensuring a seamless customer journey, right from the first interaction to the closure of the transaction. It is most likely that all the competitors have a very similar product offering, in terms of value, features, design and pricing. Only a unique experience can make you stand apart so that the customer does not think twice when choosing you over the others. And this is possible to deliver if you focus on ease of shopping and a stellar customer service.
Better Customer Service is the Key to engagement
It is a proven fact that customers are willing to spend more with a brand that offers better customer service.Excellent customer service should be a top priority if you want to win the sales game. Having skilled and empowered customer service teams is important to ensure that they are available to the customers and provide satisfactory resolution to their problems as well. Additionally, having the right technology in place is equally significant. For examples, an investment in cloud communication technology is mandatory if you run a contact center for customer support. The trained support agents are able to judge the behaviour of the individual callers and engage in positive interactions. When customers are happy, they will surely come back again and spread the word as well.
The Longer you Engage, the Greater are the Opportunities
Going a step further with customer engagement, you need to connect and interact with them across diverse channels in addition to call support. A holistic approach lets you cultivate and nurture relationships with them. You have to understand their expectations and deliver contextual messaging accordingly, across all channels where your brand is. From your blog posts and newsletters, billboards, IVR, radio ads and print ads, there should be a consistent message that appeals to the potential buyers and engages with them. Ensure that the content has a compelling value that keeps them hooked to your brand. The longer they stay with you (with your agent or on your website), the more likely they are to trust your brand and seal the deal. Simply speaking, you sell more if you are able to interact with the customers for longer.
Understanding the Sales Funnel is Vital
If you want to understand the customer behaviour and use the information to drive sales, it is vital to know all about the sales funnel first. Essentially, it starts with getting visitors through engaging, useful content. In the next step, these visitors engage more with the brand and turn into potential leads that can be converted to customers. Finally, when these customers continue to be satisfied post-purchase, they turn into promoters and propagate your brand. Though the entire journey can be long and take a lot of work to comprehend, it is worthwhile as you can turn visitors into loyalists for a lifetime.
It becomes clear that customer behaviour lies at the core of a successful marketing strategy. Unless you are willing to go the extra mile to know your customers, understand their expectations and tailor experiences to match, you cannot expect to achieve your sales targets and grow them further. And if you aren’t doing it yet, you should do it sooner rather than later else the competition will kill your business.
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Source: https://datafloq.com/read/unlock-mysteries-customer-behaviour-better-sales/8742
