Written by: Vickie Sullivan | May 24, 2016
How to Use the Buyer’s Beliefs to Your Advantage
We all know how strong beliefs are and how they impact choice. But this insightful article from McKinsey and Company, Irrational consumption: How consumers really make decisions, takes it one step further: that belief will override personal experience.
That’s right. The latest science shows that our belief in something will trump our actual experience. In other words, if we believe we don’t like broccoli, tasting a delicious version of broccoli won’t change our minds. Even if we like the new recipe. Wow.
Move past the mass consumer examples. Here’s how B2B companies can overcome the bad influence of belief:
• Appeal to the goal: We’ve learned that clients pay attention to information that is related to the goals they currently pursue. Take advantage of this by positioning your offering around the role you play in achieving this goal. Paint a vivid mental picture about the role your services play in their journey.
Related: Customer Behavior Trends That Improve Your Brand
• Focus on the environment: We make choices based the environment we are in at the time. (I’ll use myself as an example. I buy very different shoes when I’m leisurely shopping with friends compared to when I’m in a hurry.) Where you go to market your services makes a big difference. If you charge premium prices, don’t go where your low-cost competitor has an advantage.
The upshot: It’s all about context. Ask yourself: What is going on around my work? Do a deep dive into your buyer’s world, and you’ll find something to take advantage of.
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