How to create captivating buying experiences
When was the last time you bought something that you liked so much you told friends and family about? Today you’ll walk away knowing 3 ways you can create buying experiences that captivate and check some inspiring exemples.
Hi! New here?
I'm Laís
You love what you do and want to attract clients that love it as much as you do. My job is to help you to captivate your ideal clients through your brand and website so that they feel connected to you and trust you.
Before you dive in ask yourself
- What’s something your client wants that you can offer before she asks?
- What can you add to your offer that she would love but haven’t though about yet?
- how your product or service fits in your clients life?
We’ll go question by question, to find the one that suits best to your business.
What’s something your client wants that you can offer before she asks?
If you know your client you probably already know what they usually ask. Try to do that before he asks next time and also do that for new clients.
If you don’t know it’s easy to solve it. Ask tree off your best clients what they would like for you to offer.
What can you add to your offer that she would love but haven’t though about yet?
Do you know the feeling when you get a gift or an unexpected compliment? That’s how your client feel when you think of him before he does.
It can be something in your product or service or even on the experience as a whole. Or even a new product or service. It works different in each case.
NEW PRODUCT
When the iPad was launched many experts said that it wasn’t an useful tool. That didn’t stop the tablet to become a desired item loved by so many people.
It was something Apple clients wanted, but they didn’t know it before touching one. The reference to such thing already existed in peoples minds coming from science fiction movies. Besides that, creating with our hands and learning by touching is the natural way human beings interact with the world around.
The iPad wasn’t that strange of a concept, as critics thought. Apple made possible something people would love, but couldn’t imagine that it could be real.
THAT LITTLE EXTRA THING IN YOUR SERVICE
To give an example of mine, I offer a social media identity consistency kit to my clients after creating the visual identity.
But it’s not about ready made cards, because I know my clients are creative, and probably want to use different images.
What I did was to include Photoshop actions (kinda like filters) to keep image style consistent and editable templates, so that they can create while keeping consistency. It wasn’t something they would ask for, but it makes sense to them.
Another exemple is a bite-size brownie that comes with the espresso from Z Café here in Brazil. They are made for each other like peanut butter and jelly. I love it and I ask for it thinking about it, but I wasn’t expecting for it the first time I ordered the espresso. Good surprises are captivating. Think about how you can create good experiences like this one for your client.
EXPERIENCE
This super nice seller from a clothing store gave me a bonbon with a sincere smile in her face before I left the store.
But there is one thing: I’ve tried a lot things and left without buying anything. Even after that, she was very nice and I even got a gift.
Of course this store has my heart. And of course I’m gonna return and become a client.
Buying experiences should be good even when the purchase doesn’t happen. Businesses that treat the clients badly are telling people that they only care about your money.
Obvious tip: don’t try to sell at any cost, neither ask your employees to do that. Instead, try to be friendly always. Losing the sale doesn’t mean losing the client. An image crisis, on the other hand, can cost your business lots of sales and lots of clients.
How your product or service fits in your clients life?
We could go further and ask:
- Does it help strengthen the image she has of herself and be more of who she wants to be?
- Does it help her to reach her goals?
- Reduces the risk of something unwanted?
- Makes her feel like she belongs to something?
- Is it something that opens up new opportunities?
- Makes her feel like she’s contributing to something bigger?
Nike does it very well. The brand encourages you to take initiative and make it happen. “Just do it”. Nike’s loyal customer feels like he’s outperforming every day, facing challenges and winning.
KitKat position itself as a reward in the middle of a harsh day of work or study by saying “Have a break, have a KitKat”.
Apple (yes, again) is one of my favorite examples. If you ask any person who thinks of herself as creative what notebook, smartphone or tablet she uses, there’s a big chance she’ll answer Macbook, iPhone and iPad.
The brand invites the client to “Think different”. It doesn’t sell computers, smartphones and tablets, but a world of possibilities to create anything you want by making technology an ally instead of an obstacle. This is an experiences that fits the client’s life.
You don’t have to be a big brand to do that. This tactic creates connection with your clients by showing them you know who they are and celebrate them. Or by showing you know who they aspire to be and what are their challenges so that you can help along the way.
Your turn!
I still have a lot to talk about this subject and many other examples and inspiration to share with you in future posts. But now I want to hear from you.
What it’s possible to do to create a captivating buying experience for your product or service? Have you tried any of these or have something else to share?
And if you still have doubts about how to apply this for your business, download the checklist bellow to generate ideas of how to apply those tactics and make them work for you.
