Aly and I had lunch with my Mom and Dad at a trendy fusion restaurant with a highly creative menu. While we were happily trying Turkey Wraps with Butternut Squash inside, what did my Dad have? A steak sandwich and a Coke.
“Dad,” I said, “Why not try something new?”
My Mom chimed in:
“Because we won’t eat what we don’t understand.”
I cracked up laughing because it seemed such a preposterous and over-the-top statement, especially since Aly was sitting next to me trying quinoa for the first time.
But on the way home I got to thinking: maybe she’s right!
Aly had asked the waitress: What Is Quinoa? She gave him a full description of what it was, how it was cooked and how it would taste.
She took the mystery out of this new item and made Aly feel safe in trying it.
It’s not just men — it’s all of us — who won’t try something new unless they feel safe about it
When you’re explaining to your customers the service or product you’re offering, you must help them to understand everything that’s involved with it:
- what it does
- what it doesn’t do
- who it’s for and who it’s not for
- who are you and why should they listen to you
- what it costs
- how much time they’ll have to invest
- what to do if they don’t find it valuable
- what outcomes to expect
- how to buy it
- what will happen after they buy it
Some love the risks, others are more cautious
There are two types of buyers:
Some buyers are risk-takers and love to have the newest, latest thing regardless of whether there might be some glitches. They want to be the first to have an item, a new experience, be the beta tester for a program. Often these are the customers who already know you and trust you, so in their minds, the risk isn’t actually too high. But they still won’t buy if they don’t understand a feature, a benefit, or if the price seems too high for the benefits they’ll get. You need to help them see that the price is equal (or less than) the benefits.
Next are those customers who don’t want to be “bleeding edge” — but they do want to get in on a great service or product that will help them. They have to think about it, weigh it in their minds. They can take days and weeks to decide, so you have to keep your offer in front of them, and answer any questions they have. They might call you, or email you, or put a question in your blog post comments. They might text you ,or communicate via social media. Your job is to be present on whatever channel they use to communicate, and answer their questions thoroughly so that they understand the offer completely.
Because customers won’t buy what they don’t understand. So that’s the focus of your marketing.
So the next time you’re at a restaurant and you see “chicken dancing in a white wine reduction” — ask them whether they mean a glaze or marinade, or whether they mean a gravy!
Do you have a story about a time you walked away from an offer you didn’t understand? What comes up for you when you try to put together your words around your service or product?