Dear
E-Myth
Reader,
Armed with an understanding of your best customers' purchase motivations, demographics and psychographics, you can make your
products more deeply appealing to them. This week's newsletter summarizes our article Gratification and Purchase Preference.
Purchase Decisions
Buying decisions are composites of emotional and rational justification and motivation, mixed in a
series of split-second associations of attraction and avoidance. Consider a man seriously checking out a Corvette. His internal conversation includes
"Corvettes are great cars."
"The station wagon needs a valve job."
"My wife would like this color."
"Gas mileage won't be good."
"I would look great in a Vette."
"I could put off doing the kitchen remodel."
This guy wants the car, and if you're selling, the odds of closing the deal are better if you know his purchasing preferences.
Gratification and Purchase Preference
Let's use a simple grouping of people into three purchasing styles, mixing emotional "gratification modes" and associated rational "purchase preferences."
Interpersonal / Experimental
Objective / Performance
Introverted / Value
'Interpersonals' respond well to sales people, like to talk about product information, and tend to make experimental
purchases of new products.
'Objectives' like to inspect objects themselves, like taking test drives, and purchase based upon a product's performance and price.
A person with an 'Introverted' purchase style will base purchases largely on pre-conceived notions, e.g., 'the only true luxury cars are Cadillacs', and their purchases are made considering whether its "worth the money".
We all relate to each style, but we usually buy with just one. What's your style? More importantly, what are the styles of your best customers?
Systematic emphasis of product features that appeal to your customers' innate preferences will increase your sales potential. Read Gratification and Purchase Preference to
learn more.
On The Website
We've got year-end specials available on selected programs. Get a 2007 tax deduction for professional development and
sharpen your business skills with E-Myth programs.
Get 50% off our popular 'Leadership Intensive' seminar when you enroll by 28 December 2007. This limited-time offer is good
for Leadership Intensives given from February 2008 to July 2008. See the Special Offers page.
In January 2008 we're hosting Virtual Training Seminars; Building Your Prototype on January 9, Key Frustrations
Process on January 17, and Systems Evaluation on January 23. See the Virtual Training Seminars calendar for details.
Below are results to our poll question 'What percentage of your holiday shopping will you do online?'
| |
None: | 17% |
| | less than 10%: | 24% |
| | 11% to 25%: | 17% |
| | 26% to 50%: | 18% |
| | 50% to 75%: | 14% |
| | greater than 75%: | 10% |
Among our respondents, 83% will do some shopping online.
Our new poll question is 'Which of these purchasing styles best describes you?'
Cast your vote and check the results at the E-Myth website.
Yours Truly,
The E-Myth Team
|
