It’s important to understand that customers buy for their reasons, and not for yours. They probably couldn’t care less about you and your company. Your fancy mission statement and slogan means very little to them.

The only thing they care about is the outcome provided by your offer.They want the benefit of your product or service - the improvement, the security, the comfort it will provide. If you don’t directly address these customer needs, it will have a negative impact on the success of your business.

Most marketing focuses on how great the product or service is, and concentrates on “selling” the product rather than finding out why the customer “buys”.

There is an important distinction between marketing that pushes the product and marketing that pulls the buyer through the process.

Pushing your products means giving the customer your reasons why they should buy from you. This often leads to delays and objections. Pushing a product puts pressure on the customer and on their decision making process. A barrage of traditional closing techniques, with a rebuttal for every objection, prevents them from making a purchasing decision on their own terms.

It’s much more effective to pull a customer through the marketing process. It’s like leading a horse to water. You let them come to their own decision, by gently guiding them through your features and benefits. If you encounter resistance, it’s because you haven’t provided enough information to educate them and help them make an informed decision.

People tend to buy from people they know, like and trust. Letting them know about you, your company and your products is best done at their pace, not at yours. You can think of it as dating your customer. You need to let them discover as much as they need to know about you and your product, so that they feel good about their decision to buy from you. You can let them find other people who like your product, show them how you resolve problems and teach them the differences between your products and those of your competitors.

Blogs are a particularly good way to build a loyal customer base. Allowing people to comment about their experiences, good or bad, with you, your company and your product, means that it’s easy to tap in to the wants and needs of your customers. Comments about problems should be seen as an opportunity to show potential customers how quickly you resolve these kinds of issues.

Once the buyer is satisfied that your offer will meet their criteria, they will be ready to make a decision. By staying within the limits of their comfort zone, and allowing them to have control over the process, you can establish trust and build a long-term relationship.

Remember that your task as a marketer is to develop the communication and provide your target market with the information they need to lead them to the desired outcome, i.e. purchasing your product or service.

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