About Your Customer John Smith (Part 3) - Adult B2B Marketing Tip - X Nations
      
      
Go Back   X Nations > X Nations > General Webmaster Business and Discussions

Reply
 
Thread Tools Display Modes
Old 07-14-2010, 02:07 PM   #1
AdultB2B
AdultB2B is your marketing gun for hire
Registered User
 
Join Date: May 2007
Location: San Francisco Bay Area/Bangkok
Posts: 576
xBucks: 78,512
Send a message via ICQ to AdultB2B Send a message via MSN to AdultB2B Send a message via Skype™ to AdultB2B
Default About Your Customer John Smith (Part 3) - Adult B2B Marketing Tip

John Smith - Part 3

For “John Smith” It’s An Issue Of Risk & Confidence

We've been talking about John Smith, your potential customer. Who he is and how he thinks.

There are two factors at work in a prospect's subconscious mind when he's considering doing business with you: confidence and risk. Your job in advertising is to raise confidence and lower risk. If you successfully do that, you'll sew up all the business. So let's talk first about confidence. The problem is that in today's marketplace, people are more jaded, skeptical, and weary. Weary of getting ripped off. Jaded from bad service. Skeptical of offers that sound too good to be true. In short, people are generally in a defensive buying position. As a result, the tendency is to either do nothing (remember your third kind of competitor, the dreaded inertia?) or to stick with their current supplier - even if the relationship isn't all that great. People figure it's safer to stay in a so-so relationship than test the waters of finding a new company to do business with.

You can probably mentally validate this in your own personal buying habits. Have you ever gotten fed up with a company you do business with, gone to the yellow pages and called around looking for someone better, then frustrated and exhausted, meekly returned to the original culprit because of a perceived lack of better options? Of course you have. We all have. You know by now the reason for this is the confidence gap. The customer doesn't have any ability to make any distinction whether any of the options are any better or worse or different than any of the others. There are a lot of different reasons for this - probably the biggest is the dramatically increased number of choices that people have.

More on this subject tomorrow.

For more information SUBSCRIBE to our new weekly marketing newsletter.
AdultB2B is offline   Reply With Quote
Old 07-16-2010, 12:26 PM   #2
CamsMaster
CamsMaster should edit this
Citizen X
 
Join Date: Nov 2009
Location: tes
Posts: 781
xBucks: 20,376
Default

nice reading as always
CamsMaster is offline   Reply With Quote
Reply


Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Forum Jump

Powered by vBulletin® Version 3.7.3
Copyright ©2000 - 2024, Jelsoft Enterprises Ltd.
vBCredits v1.4 Copyright ©2007 - 2008, PixelFX Studios
2013 - xnations.com
All times are GMT -4. The time now is 01:45 AM.
Skin by vBCore.com