Customers buy from vendors they know, like and trust. You already know that.
Chances are you will buy a Pepsi or Coke over a generic soda, even if the generic pop is cheaper. You do this because you know, like and trust the Pepsi or Coke brand. Maybe you know, like and trust a brand so much that you have built a loyalty to it and vow never to consume the other brand.
If you own the generic soda brand, you are in for a hard battle to win over customers. The ingredients could be the same, the flavors identical, but the generic soda will still struggle since it isn’t the recognized (another term for know, like and trust) brand. Beating the incumbents has always been hard, and it just got harder (or easier if you play your cards right). Add in the fourth factor – try.
Customers have become so jaded by all the sales techniques used by companies to break through the know, like, trust barrier, that they have become harder than ever to persuade. To get a customer to consume your brand you must give them the ability to try it, without any risk or consequence. You must allow customers to sample your offering and prove to themselves that you are to be liked and trusted.
Stay in front of your top prospects constantly. That will establish know, like and trust. Additionally give them an ability to try you out, without cost or consequence. That will establish the most important component of attracting customers – they will prove to themselves that you are the best – scratch that – only choice.
customers perceive the product while using it. based on their products to evaluate product
Exactly.
I am currently experimenting with this in my business. My customers love me, but getting new people in the door has plateaued. I expected it to because new customers only come through the door about twice a year. The next rush season is not till January. So, I started a promotion to try and motivate people to move in the off season. I am offering new clients service till the end of the year for the price of one month. My reasoning is A. I don’t expect people to move around unless I give them a big reason to, B. Potential clients can try my service at a fraction of the cost, C. The sooner they come in the more money they save, D. It gives me a head start on January because no other competitors are offering this kind of deal. We have a set of rules that out clients must abide by and we are making no compromises to our service. We are just trying to let people try us out. What do you think? Would you tweak/overhaul anything?