“People are four times more likely to buy something they can touch.”
That’s quite a promise. The quote is from Scott Taddiken, of the Washburn Small Business Development Center, quoted in the Agurban in 2009 and repeated this week.
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| Photo by revger, on Flickr |
I went searching for the source of that “four times more likely to buy” statistic. What I found was a great article by Bruce Baker in The Crafts Report, How to get Customers 4x more likely to buy.
“Once a customer holds something in their hands, they are four times more likely to buy it,” Baker said.
“Signs that appeal to the senses and involve the customers in noticing or experiencing an item are key—to make customers literally see, touch, smell, hear or taste (when appropriate) an object.”
He gives two brilliant examples:
Moreno Wool Blankets
$78
The softest blankets you will ever feel!
Basil
$1.95
Smell it!
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Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.
Hi Becky
Wonderful advise. I wonder how do you bring in then senses and emotion when you work online or a consultant without using fear or what I call hard sell.
Darrell, you do a lot of showing. Use photos, screenshots, videos, and audio. You don’t have to use the “hard sell” to show what you mean.
Great articles in this series. Very helpful for any retailer this “buying season.”
Honest to gosh true story. Back in the day, I had several retail jobs. My first ever real job was in the flower shop. I didn’t know I had sales skills, but it came so natural to me. We carried stuffed toys, called plush now..I would carry a soft furry one around to let people hug. Once hugged, many times it was bought on the spot. Also, always let people smell the flowers, helps them decide.
That’s why the “freemium” business model works for online stuff. People can virtually “hold” the product or service before they buy. Eliminate the risk for people to try it and they are much more likely to buy! :)
Miss Dazey, that is great example. Perfect!
Chris, I had not thought of that. Interesting thought.