Why Some Businesses Feel Easier to Buy From

Buying Decisions Usually Feel Emotional Before They Feel Logical

As small business owners, we are the natural champions of our businesses. 

This makes us the salesperson, the business development person – because we best know our businesses, and what we’re selling.

The thing with selling, though, is that if it’s not something you’ve had much experience in, it can feel daunting and uncomfortable.

And there’s so much jargon and aggressive sales tactics out there, it’s hard to actually know the right approach.

And, if you’ve not done lots of selling in the past, you might not know how much psychology goes into sales.

People rarely buy based on logic alone. 

Most buying decisions happen quickly and instinctively.

Customers rarely analyse businesses as deeply as owners think they do.

And this is because most buying decisions happen quickly, and instinctively.

This means that the businesses that feel clear, trustworthy and easy to understand are often easier to buy from.

This doesn’t mean manipulating customers.

This means reducing uncertainty and building confidence.

Customers Don’t Know Your Business Like You Do

We’re the champions of our businesses. 

But we’re also in the absolute thick of it with our business.  We know everything there is to know, every nook and cranny.

Customers, however, are seeing your business from the outside, and for the first time.

So, what you think to be clear and obvious, doesn’t necessarily translate to clear and obvious for your customer.

That really slick way you describe your product or service could actually be really confusing to your customer.

If you’re not clear, your customer hesitates – because they’re confused.

Confusion causes friction.

Clarity reduces friction.

Often, businesses don’t need to add more – they need to simplify what’s already there.

Clear Businesses Often Feel More Trustworthy

Know, like and trust – the components that allow customers to easily buy from you.

Customers look for reassurance before they buy – that clarity that reduces friction.

The journey your customer takes from knowing your business is there, to buying from you, needs to be simple, clear and give them that confidence and reassurance that they need in order to buy.

That means your business needs to be:

• Professional
• Clear
• And consistent

It all matters.

And it all helps towards building confidence and trust between your customer to your business.

Businesses that communicate clearly naturally feel more established and reliable.

Good Customer Experience Starts Before the Sale

Customer experience isn’t one of those ‘hip, jargony’ phrases that are just there to confuse the heck out of business owners.

The experience your customer has with your business is an actual thing. 

And it’s not just customer service!

Customers start forming opinions about your business long before they become customers. 

The customer experience starts from the first interaction.  People notice:

• How easy your business is to understand
• How quickly they can find the information
• Whether things feel organised
• Whether communication feels clear

It’s the small moments that shape the trust.

So, as much as you might like your snazzy catchphrase or way of describing what you do or sell, if it isn’t clear, you’re creating barriers in your customer’s experience from the beginning.

Customers Usually Buy When They Feel Confident

We’ve already said that people buy emotionally.

But it’s important to note that negative emotions aren’t usually the ones that will convert your leads to sales.

If people feel uncertain, they hesitate.

And more information doesn’t always solve this uncertainty.

That’s why simplicity is usually the best course of action – clear and simple builds confidence.

Trust is usually built gradually… Which means there will be multiple touchpoints between your potential customer and your business.

Businesses that reduce overwhelm during these initial points of contact often feel easier for the customer to choose.

The Best Businesses Often Feel Calm, Clear and Consistent

You don’t need to be loud or constantly in your customer’s face to build trust. 

Often, businesses simply need clearer positioning and more consistent communication.

Because consistency builds familiarity.

And familiarity builds trust.

Trust reduces the hesitation.

Less hesitation is best in a sales journey, because it means barriers to buying aren’t being erected as the customer moves along their journey, which in turn helps to close sales.

Making Your Business Easier to Buy from Isn’t About Pressure

Aggressive, pushy sales tactics aren’t going to make your business feel easier to buy from. 

Feeling easier to buy from is about helping customers to feel comfortable and confident in what your business is offering.

The businesses that people trust the more often feel:

• Clear
• Understandable
• Professional
• Consistent

So, small improvements in clarity and the customer experience can significantly change how a business feels to its customers.

Customers aren’t usually looking for perfection.

They’re looking for reassurance that your business understands what they need and can help them confidently.

And often, small changes in clarity, consistency and customer experience can make a much bigger difference than business owners expect.

Businesses grow more easily when customers understand and trust them.