One of the things to consider when crafting your sales techniques is how urgent your customer is. Yes, your customer has a pain point. Yes, they want it solved. But – do they want it solved right NOW or at some point in the future? Urgency and sales have an important link when you are trying to convert customers.
Of the many reasons why marketing strategy varies across different industries, customer urgency is one of the least discussed.
There are certain things that we address when we have an immediate need. If someone is searching for a plumber, a mechanic, legal advice – most likely that customer is looking to move quickly on the results. But what about when they start putting out inquiries for a dream vacation in New Zealand, colleges on the west coast, or a (gasp) marketing coach? Chances are that they are going to spend more time thinking about those latter categories, because life goes on pretty much the same tomorrow if they don’t!
So, why does that matter for you when you start thinking about selling to those customers? Even though customers have different social styles that incline them to certain types of sales techniques (remember this post from May?), urgency affects their normal decision making process. Hence the link between urgency and sales.
When pain points stop your customers in their tracks, you can help by providing a solution right now. It is about getting them back on their feet. If the pain point is urgent, the solution is equally urgent. Treat your customers well, and treat them quickly.
But, when they are in research mode, window-shopping and evaluating whether they need a product or service at all, you need to match that level. Customers who are researching are looking for answers but might not be ready to buy yet. Find ways to continue to have connection with them, to remind them that you are there for them when they need you, ways that won’t break your workload while still paying them attention.Customers who are researching are looking for answers but might not be ready to buy yet. Click To Tweet
When you evaluate the marketing tools you should use for your business, always bear in mind where your customer will turn for knowledge and how urgently they will address their pain points!