We all assume that our problems converting clicks to sales is the economy…that may be a Dangerous Assumption!
“One of the prevailing problems I’ve identified in the marketplace is ‘ambivalent uncertainty’, whereby your client is not just undecided about whether to buy from you but unsure whether to buy at all. He’s the person who stands in front of the multiplex, looking at the names of the movies unmoved by any of them, unsure whether he really wants to see a movie in the first place. How do you get him to commit to buy a ticket to your movie – which then opens up the likelihood that he’ll buy popcorn and soda once he gets inside? Ambivalent uncertainty occurs when your prospects aren’t entirely sure that they need your product or service, or aren’t convinced you are the right entity…” Jay Abraham
In the last few weeks you have had in front of you several audios and videos and even written information here on the Friday Traffic Report that have featured leaders in multiple industries tell you, its not just the economy, that isn’t your fail safe answer to why you aren’t making a killing online. There’s more to it. To quote Dan Kennedy,
“A lot of advertisers and marketers are struggling right now, confronting diminished spending capacity and/or spending willingness on the part of their customers. They have been blaming the economy, rather than seeing the economy as a great revealer of weaknesses and flaws in their own approach. That’s the first dangerous assumption: that’s what’s wrong is fault of external forces.”
Most of us just simply assume that the prospect wants our product or service, when in reality, that is not always the case. We need to back up and make sure we haven’t skipped a few steps. If you are unsure of the steps that are necessary or whether or not you have all the steps needed check out the resources here that are shared with you or get them in a list in Dan Kennedy’s book “The Ultimate Marketing Plan”.
The whole point of this post is? You shouldn’t assume that your visitor or reader has past the point of Ambivalent Uncertainty. You shouldn’t skip steps in a sale, any sale to anyone, unless you have reason to know that they are past ambivalent uncertainty. You need a method of moving your prospects or clients out of it.
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I have seen many companies raise thier prices in the recession.
Randy
Market price is the way to go. Charge a little more for superior service.
I agree that chasing the dollar to the bottom hurts the entire industry no matter what market your in. I’ve seen this in my industry first hand. Contractors low-balling the bids – and getting them.
At the end of the day they usually can’t do the job for what they bid and make a profit. If they cant finish the job they have to be replaced or call for reinforcements which cuts into the profits even further. All of this compounds on itself which brings doubt of their reliability which in turn delivers tremendous blows to their company’s reputation.
I also think the consumer is more financial conscious now-a-days and realize money does not grow on trees(never has) and have dramatically refined their spending habits. Not as much frivolous spending as in the past. They are weighing their needs versus their wants and not reacting on impulse.
**I’ve noticed prices have gone up and you get less !!
Therefore as a consumer I buy less and feel resentful when cheated because there giving me less now and charging more. Like I wouldn’t notice…..