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Leverage WOM to Convert More Sales

Posted by Kevin Wessels

In the latest edition of the RevSherpas Growth Academy blog for Small Business Owners, we’ll cover the idea of shortening your customers’ decision-making process via positive Word of Mouth or “WOM”.

Image by mohamed Hassan from Pixabay

There are typically 5 stages in the decision-making process for your customers:

  1. Give the product a chance and go from a “no” to a “maybe”.
  2. Check out the options and investigate the different products available.
  3. Observe the product to check for potential benefits, features, and operations to see if there is a fit with their needs.
  4. Become a customer and purchase their first item. They then begin to form their opinion of you.
  5. Purchase again and start spreading positive Word of Mouth as an advocate of your products.

Now, let’s take a closer look at each one of these.

From “No” to “Maybe”
This stage is really important because if your potential customers don’t even take a second look at your products and services, then you have no chance of sealing a deal.  This is why you need to offer credible information and well thought out pricing, guarantees, and incentives.

Investigating Your Products
At this stage, they are taking a closer look at your product line to see if there is actually anything that could benefit their life or business. This is where you need to make sure your hard data is right out there in front for the customers to see and compare.

Trial Period
Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. A good way to offer this is through demo videos, product demonstrations, or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”

Make a Purchase
At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost-effective, and satisfying your product or service is. At this stage, a common reaction would be, “It was really easy to use and learn from. It’s really great, you should get it!

Advocates for Your Products
At this last stage of decision making, the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day, and that they have already been back or will be back to your establishment for more.

We talked a minute ago about the different types of purchasers. Now we are going to further examine their unique characteristics, so you can figure out which tactics are best to use at the right stage of the decision-making process.

The Innovator
 Wants to stand out from the crowd
 Knows what’s hot and trendy
 Likes “strange” or “weird” new products
 Wants to be the first to try and will talk about it animatedly

Early Adopter
 Driven by excellence
 More concerned with possibilities than realities
 Always looking to be a leader
 Always looking for a new vision

Middle Majority
 Wants to be perceived as competent
 Concerned about practicality and easy comparisons
 Needs an easy way out if not satisfied
 Wants products that meet the industry standard

Late Majority
 Generally skeptical and wants to know the risks upfront
 Needs to shop around for the best deal
 Needs a support system
 Wants what everyone else has

Laggard
 Needs it to be completely safe and traditional
 Needs reassurance that nothing will go wrong
 Won’t try new things unless it’s the last resort
 Will search for loopholes and problems
 Wants to use it in the standard industry way

As you can see, each type of consumer wants something just a little different depending on their personality type. The key to successful Word of Mouth is to target and cater to each type of consumer.

If you need help identifying the types of consumers you are currently targeting/helping and how to attract the types you are lacking, take a look at our Online Small Business Growth Academy for the resources and tools you need to get the job done.

CONTACT US if you would like to have an exploratory business discovery and strategy consultation on how RevSherpas can help you solve your most pressing challenges in the areas of cash flow optimization, lead generation, marketing strategy, salesforce enablement and productivity, and customer support.

Thank you for your continued support and readership and have a profitable week!