Becoming the Most Convenient, Part 1: Consumer Buying Habits
on July 12, 2023
By Ben Barrick, Hearth
We don’t eat fast food because it is healthier or cheaper.
We don’t order things online because it’s better quality.
And we don’t order a car service because it gets us to where we are going faster.
We do these things because they are more convenient.
Consumers demand convenience.
Even when it is a necessity as home accessibility pros sell.
And they buy more often from the most convenient option.
Identify why it is inconvenient to buy from you.
It’s my theory that tire kickers do not exist anymore. And, if your sales pipeline is full of tire kickers, you probably created them.
Think about it: you don’t call people for an estimate because you want someone to talk to. You call them because you researched them online, read the reviews, and know exactly what you want. Then, it’s just about the price (we’ll get to that in a later post).
If you understand that people are more likely to buy from the convenient option, then here’s the homework assignment:
What is inconvenient about buying from you?
You have to identify what barriers you’ve created.
Is your work easily viewed online? Are your reviews accurate and positive? Customers are making big changes to their home and lifestyle. Do you appear to be the most reputable?
Do you give anyone a reason not to buy from you? Do you show up on time? Are you well-dressed? Can your customer easily see your product or solution from the comfort of their house?
Or, are you creating barriers?
You’re a consumer. I am a consumer. Think about how you buy things. Because that’s how everyone buys things, too.
When I’m in the market for something, I research it from my phone or laptop. I look around and see what’s best. I decide what add-ons I’d want. I read reviews and watch a few videos. And then I go looking for the best person to do it.
And, then I research that company and make sure my vision aligns with their previous work.
By the time you’re at my house giving me an estimate, I’ve already decided I want to buy it. There are only two reasons why I won’t: you do something to make it hard for me to say yes to you or your price is more than I expected.
Take an inventory of your entire marketing and sales process. What is causing people to say ‘No’? And what can you improve?
In part 2 of “Becoming the Most Convenient,” we’ll discuss how buying habits steer sales habits and why monthly payments are increasingly important.
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