High-involvement purchases require lots of research. Holidays. Vehicles. Whitegoods. Furniture. Houses. These are all decisions where consumers actively search for enormous amounts of information on every option to make sure they are choosing the correct one. With so much information floating around, how do you make one choice stand out above the rest?
I was fortunate enough to sit in on a product training session in the last week. The aim of this session was to learn about a wide variety of products and their unique selling points – what advantages their product had over the competitors.
Many companies approach this important comparison in the wrong way.
Dealing with customers who are constantly on the lookout for more facts and figures, it would be very easy to provide them with enough numbers to make a Year 12 Maths student feel weak. And a lot of companies do. But there is one major flaw in this reasoning.
Think about the last time you looked for a hotel in a city you had never visited. There are so many considerations to take into account; Occupancy, Available Dates, Cooking Facilities, Cleaning Facilities, Recreational Options, Distance to Tourist Attractions, Price and many more. This is fine when you are dealing with one option, but when consumers are comparing multiple hotels it is near impossible to remember everything.
The same goes for consumer products. Whitegoods, Vehicles and Furniture all require great investment and hence we like to see as much information as possible to allay our fears. But amongst all this information, how do you make your customers remember the information relevant to your product?
It is all in the delivery.
Facts and figures are important, but they are easily forgotten and can often be more confusing than helpful. The best way to cut through this is to use entertainment in the form of a story. A bowling ball was dropped on the couch’s springs and it bounced straight back up again. The salesman stood on the fridge shelf to show that it could bear the weight of 100kg. These stories make the consumer focus amid the drudgery of information and create a uniquely memorable connection with a certain product.
Ideally the story will link back to one of those unique selling points which I mentioned before and create that direct, memorable link between the product and the need-fulfilling behaviour that it satisfies. So forget the numbers, bring out your inner creativity and craft a memorable and entertaining experience!