subject: The Study of Customer Behaviour – An Effective Marketing Move [print this page] The Study of Customer Behaviour An Effective Marketing Move
In order to succeed with your business marketing, you should understand the psychological aspects of it. In other words, study human behaviour to see what makes people do the things they do. Customers buy things for two primary reasons to meet a need or simply because they desire it. As a business owner, you should be aware that it is not necessarily what your product or service can offer your customers but why they are buying it in the first place.
Take diet pills for instance. People do not buy them simply for their health. They are buying what they perceive will be the end result a trimmer body that can wear a few sizes smaller. With face creams, the motivation is looking years younger, not necessarily because of the latest antioxidant ingredient in them. The bottom line for your service or product is what it does for your customers. How does it make them feel? When you plan your marketing campaign, it is important to keep the psychological aspects of the customers in the forefront of your mind.
Establishing Trust with Customers
A sure fire way to gain customers and keep them is creating a foundation of trust, the primary basis of any relationship. A number of your customers have likely been displeased with a product or service before, sometimes to the point of being cheated or disillusioned. Do not assume that they will jump at your product or service simply because it has the highest success rate in the business or because you use the healthiest ingredients. The customers need to feel confident in your company.
Thanks to technology, customers are bombarded with countless marketing gimmicks from spam and advertising banners on a website to door to door salesmen. Your target clients are sceptical of new products and services and they are also more informed. They only go for companies with exemplary reputations as these companies have already proven themselves through excellent customer service and products. Therefore, you need to properly train your employees to provide high quality service and follow-through. Stressing that high quality service in your advertising and promotions is important.
Don't Force Things
You need to be practical when you plan and launch your marketing campaign as well. If your product or service does not completely satisfy the customer's needs, don't force things. Not everyone is a good fit as a customer of your company. Through intimidation or double-talk, you could end up losing future sales to these "almost" customers as well as their friends. Basically, by understanding the psychology of the customers' minds and what motivates them, you can work to gain their trust and build a solid foundation based on honesty and satisfaction.
