Lights! Camera! Action!

Getting your customers to take that final step towards purchasing

[Editor's Addendum - This is the fifth and final installment of our series over-viewing the marketing acronym AIDA]

You've looked forward to this moment for what seems like eons. It's finally here and all you have to do is take one final step. 

But for some reason you can't. A combination of fear, hesitation, and anxiety has crept in. You've basically run into an invisible wall. 

Then something pushes you forward and suddenly you've taken that plunge. . . .and you are so happy you did.

Sometimes you need to go where the action is

At some point in your life, you've been able to relate to this scenario. For me, this was my exact feeling when I went skydiving (and the push forward was actually quite literal). This could describe a myriad of situations though - getting married, a big presentation, or even making a simple purchase.

Whether we know it or not, we feel this kind of hesitation before making a purchase. That's why as a business owner, it is so important to help your customers take that action step. Here are some of our favorite tips on how to get your customers to make that final plunge:
 

• Summarize Your Solution - Outline their problem again and explicitly state how you plan on solving it. This will help remove any doubts and will double down on any objections you've solved. 
  

• Ask for the Sale – One of the main reasons that companies lose a sale is they don't ask for it. Even if they say no, it might give you a chance to overcome a final objection they may have. Remember that this applies to your website as well - customers need to know where to go to complete the sale.
  
  
• Remove Barriers to Purchase - Eliminate any doubts that your customers may have about purchasing your good or service. Make sure you post clear privacy policies, consider offering a guarantee, or install a payment plan if necessary. The more times you can fix why people won't take action, the more times you'll be successful. 
  
  
• Customer Convenience – Similarly, make the sale process as easy as possible for your customers. For example, don't restrict your customers to just cash. Include credit card, checks, Paypal, and other types of payment that make sense to your customers. 
  
  

• Persuasion Techniques – Study up on different persuasion techniques - particularly if you are doing face-to-face sales. Two of my favorite? Asking questions that end in 'right?' and consistent head nodding. Both of these make it more likely for customers to agree with you (which is transferable to when you ask for the sale). 
  
  
• Forced Option - Think about how much easier it is to choose between two restaurants than answer the question "where do you want to go to eat?" The same principle applies here. Give your customers the choice between the best two options that work for them. They are more likely to choose one of your products rather none. 
  
  
• Button Optimization - Perform A/B tests on your website to make sure that you are converting as high as you possibly can. These tests could include button color, wording, or location. Little changes in these areas can sometimes make a big impact.

Hope you've enjoyed our AIDA series (and check out the other posts if you missed any). Incorporate these steps into all of your marketing efforts and you're sure to see an improvement!

Stay action-oriented and keep reading future posts!

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Everything Your Heart Desires - Tips For Making Your Marketing More Desirable
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Can I Have Your Attention Please? - How to Win The Battle For Attention