Small Business Talk For Coaches

The Podcast To Transform Your Coaching Passion Into A Thriving Business.

How People Decide to Buy

Show Notes

Today we’re going to talk about what makes people buy. Why are they buying one thing over another? We all had that experience where we’ve heard somebody who’s bought a product that we think is inferior to us. They don’t have as much knowledge as we do. They don’t have as much skill. They’re not in the right location. The price is not right. We all have these feelings about customers that should have bought our product and didn’t do it.

Who Are You Talking To?

So, what is it that makes people buy? Well, the first thing you’ve got to think about, and if you’re a regular listener to this podcast, you know, I hop on about it all the time is, who are you talking to. And are you being specific? Did they buy from somebody else because they had just the thing, like for example, they had the purple widget for the pink Hulk, the exact thing that the person was looking for. I just saw a perfect example of that the other day. I had just had a conversation with my adult children about the dishes. Yep, they were arguing about whose dishes were what.

I was visiting their place and then I looked up benchtop dishwashers, and in the blurb on the very first page it said, are you sick of arguing with your flat mate? Either who’s left the dishes? Where either? Who hasn’t done the dishes? Bingo! They hit the nail on the head. They were talking exactly to the conversation. I’ve literally had ten minutes earlier.

So if you can be that precise with your clients and really get in their head and help them with their pain points, then it’s a no brainer. They will buy from you. So, the first thing you’ve got to think about is who were you talking to?

Where Are They In The Buyers Journey?

Then you’ve got to think about where are they in the buyer’s journey. So, in that instance, I was ready to buy because they had been driving me nuts. They had been driving each other nuts about these dishwashers and about the dishes just sitting there and piling up. So, having a dishwasher meant that they would be able to put it in as they went. Not having to do a whole pile at once. So, pain point. Absolutely ready to buy. So, thinking about your clients and your prospects, where are they in the buyer’s journey?

Are they just doing the research? Are they ready to buy? Have they spoken to a few other people that weren’t quite right for them? Wasn’t quite the right timing. So, we’re saying now in 2024 that you need approximately 20 touchpoints before you buy. So, you need to go through that awareness stage. You need to then know the person, what they like and trust.

And then you make the decision to buy. So, there’s 20 touchpoints can be over a couple of days, months, years. Or they can literally be over minutes depending on how strong the pain is, how long it’s been. For example, you were thinking about buying a new fridge because your old fridge is not as good as it was but it is still working. Chances are, you will put off the buying of a new fridge, right?

But if you’re thinking about buying a fridge right now because your fridge is blown up and you’re going to Bali tomorrow and you’ve got a house in, it’s coming, you need to get that fridge right there and then. And it can be the same with coaching. If you’re a divorce coach, for instance, and you’re really getting to that point where you can’t cope anymore, then that might be a very quick decision. Or if you’re just thinking about maybe going to leave your partner and get a divorce, that might be a longer decision. So it just depends where that person is in their decision. 

Who Are the Buyers Talking To?

It also depends on who they’ve been talking to. Have they been influenced by somebody? Has somebody said, “oh, you’ve really got to go and say, Cathy she’s an amazing coach. This is what she did for me”. You’ve got the exact pain point. You’re going to do what right now or  you start to think about researching. So you hear somebody say, oh, you get this done that.

It was great. Oh, okay. Now it’s on your right up. So, it depends on how you they’ve been talking to you, which is why reviews and social proof and social media is so important. So that people can do their own research. They can look you up, they can start getting those touch points. They can say, that’s my person or that’s not my person.

Did You Do A Follow Up?

Sometimes, it’s also a case of nurturing because they weren’t quite right now. But if you keep coming up top of mind, if 2 or 3 different people talk about you, if you’re getting those touch points, then suddenly somebody that you’ve been hearing around the traps on the right and suddenly they become the one. And that’s how you can become.

So you need to make sure that you are getting those touch points and making sure that you are doing the follow up, because most people aren’t ready to buy. In the first instance, only 1 to 2% are ready to buy right now. And then it will down from there. So if 98% are not ready to buy and not ready to buy right now, then how are you helping to stay on their radar?

Have You Touch the Buyers Emotions?

Especially if you’re selling something that’s larger ticket and maybe needs a longer buying cycle. So thinking about who it is you’re talking to, where they are in their cycle, in that buyer’s journey, and then who they’ve been talking to. And we touched on it briefly. That emotion sells. Emotion absolutely sells. So it will triumph over logic all the time.

How many times have you been on Facebook and you’ve watched some sort of video and you’ve suddenly found yourself buying, you can go on Facebook to buy that you weren’t planning on buying that. Quite often, it may not have even been on your radio radar, and suddenly now you’re buying it because that’s an emotional decision. They’ve done a really good job.

They’ve touched your emotions. Your logic hasn’t come into it. That’s why sometimes we get buyer’s remorse because we buy on emotion. And then later on, our logic kicks in and go, oh, maybe not. And that’s sometimes why it’s not a good idea to have people have long objections. Let them go and think about it for ages, that it’s either right for them or it’s not miserable.


How People Decide to Buy

How people buy can be quite different. And sometimes people need a lot of information. Other people just want the big picture. So, knowing what kind of people you’re talking to can help as well. If something’s very technical, quite often, people would want a lot more detail. Is it something you’re not explaining properly, or is it something maybe that your program’s lacking? So make sure that we go back to the people so we will know what they want and how do we know what they want. We ask them. So it’s not that hard to get people to buy, especially when you know your customer intimately and you know what their pain points are and you know the why they like to buy.

Listen to the full episode of Small Business Talk episode 238.

You can also find the video versions of the Small Business Talk Episodes on YouTube.

SBT ep 238 - square