The Buying Season

It’s December and buying is a top priority on people’s minds. The emotion of buying far supercedes any forces from selling we might presuppose as marketers and salespeople. The natural cycle of our culture overtakes people’s behaviors during this time of year. If you are positioned well and can help people buy as they are intent on doing, then the opportunities for converting customers is extremely high. The key is understanding why people buy. Here are a few reasons:

  • Emotion. Culture, relationships and expectations are extremely high during the holiday season. Buying is an emotional process. Before a purchase is made, there is an emotional motivation. Tapping into and aligning with your buyer’s emotion is critical for connecting your product or service.
  • Timing. Certain offers are relevant when the timing is right. If you offer a 50% transmission discount when my car’s gears breakdown, you are extremely relevant. Before this, it is noise. Helping me have a relevant answer to gift giving, tax deductions or employee recognition is a timely offer.
  • Creativity. We are bored with the mundane. We buy this throughout the rest of the year. If you can position your offering in a new light that shows creativity and context, it catches attention. Tell a story. Sell the story. Help your buyer imagine a new context. Creativity and imagination can transform otherwise mundane offerings into desirable products.
  • Customization. Something that is specific for a business or a person is much more desirable than a product for the masses. It meets a specific need that feels personal. It’s why seeing your name on a mug or having a product that works specifically for your business is perceived as higher value than the generic version.

As buyers spike in their consumption, be positioned with your value proposition. There is a cyclic window which you can tune into that reaps great rewards for those that understand why people buy.

How can you reposition your offering to connect with buyers?

Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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