What is buying pain?
In this blog I will look to answer the question "what is buying pain?"
Understanding this question could make a significant difference to your buying process. Let me explain why.
There are two different types of spenders, those that like to spend money and those that really don't.
The spenders or buyers who do not like spending money feel a very real pain when it comes to having to spend money. They find making decisions harder and in particular find pricing considerably painful. When I say painful it actually lights up the same parts of the brain as if you just stubbed your toe so literally painful.
This is referred to as buying pain.
Indicatively 1 out of every 6 buyers finds buying easy leaving 5 out of every 6 finding it painful. So it is well worth understanding how these people work. So how do you sell to someone who finds buying painful? The answer is you have to justify your product or service and show information that appeals to the other senses in the brains that will compensate for the pain. You can also do some simple things to lessen the pain in some cases.
For example, offering credit options will delay the pain of paying or offering a free trial, even better a free trial with no credit card required.
Other tactics like offering a no quibble money back guarantee is a good way to again appeal these kinds of people.
It is also important to understand what kind of problem are you solving or experience you are providing?
For example is a sports massage something you need as is good for your body? Or is it a relaxing and pleasurable experience you could treat yourself to? Â Its both right? However both are sold in very different ways with different information and will appeal to different types of people. In fact the rewards centre in the brain is very powerful and will dominate all other areas of the brain including common sense and reason.
You need to make it easy to buy from you, not a complicated and frustrating experience. Hiding pricing and then surprising a prospect rarely works well. Particularly if you made them jump though hoops only to find you are vastly more expensive than the competition.
Those that enjoy spending do not feel pain when buying, they are not idiots and will not spend money where it is clear they are being ripped off. However when they see something they like and they have the ability and funds to purchase they more than often will.
For the majority of people there is work to do and I do not mean list feature and benefits. Sure there is a place for them and should be included at some point.
I would suggest explaining the value your product or service brings, potential savings both financial and time.
When will it be delivered is a big question that needs to be addressed along with pricing. Many many shopping carts get abandoned because of the unexpected shipping costs. Amazon have trained us to believe it should be free.
Even something as simple as changing the language to say a low price of £3 shipping will remind the buyer that low price is a good thing.
So really think about your buyer and your buying process, as a customer what was the process like was it a simple and easy purchase and what could you have done better.
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