There are four “BUYER MINDSETS”.

If you know them and understand them, you can start to “move” your prospects through the buying process without high pressure and remove the confusion and uncertainty that slows the buying decision.

The FOUR “BUYER MINDSETS” and Renegade Tips You Can Use Now to Increase Your Sales, Referrals, and Profits

“I don’t want what you are selling.”

 “I might want what you are selling.”

“I want what you are selling.”

“I want what you are selling now.”

Those four buyer mindsets categories pretty much represent how people feel about the products and services we all offer. Sure, there is also a myriad of emotions that impact the decision-making process, and we will cover those in a future Renegade Marketing Letter (fear, greed, and guilt are just a few).

Here is a brief (really brief) look at each mindset and a tip on what you can do to increase your odds of increasing sales in all four categories:

Mindset Category One: “I don’t want what you are selling”

Here is a hard truth- they may not need or want what you are offering.

If that is the case, you are likely beating your head against the wall and spending valuable time, money, and energy trying to convince them otherwise. The difficult thing with this group is that they do not always raise their hand and say, “go away”. In fact, they usually do not make a ruckus at all.

There are a couple of other challenges with this group. It could be that they do not want what you have because they do not understand how valuable it could be to them. For some, it is all about timing. It is quite possible that if and when something changes in their life or business they will quickly move “up” a category or two.

Renegade Marketing Tip: Don’t arbitrarily just give up on this group (most of your competitors will).

Use “drip” marketing to continue to educate, inform and engage these folks. Use tools like newsletters, email, cards, letters, and even social media to stay in touch. Over time, some of the people in this group will turn into buyers and you will absolutely increase the number of referrals you receive. “Drip” marketing doesn’t have to be expensive- just consistent.

Mindset Category Two: “I might want what you are selling.”

Ever heard the words “I’ll think about it”?

It may be hard to believe but the majority of businesses that hear these words say “OK” and move on to find someone else to talk to. It always appears easier to skip over these “thinkers” and just go find a “hot” buyer.

But, here is something to keep in mind. A good share of people that take the time to contact you (walk-in, phone, email, in-person) will ultimately buy the service or product that you offer.

The question is will they buy from you?

Renegade Marketing Tip: Once a potential client “raises their hand” it’s time to go into high gear- and I don’t mean high pressure.

The first step is to get their contact information including a mailing address. This is a perfect time to send them your “shock and awe” package, a list of frequently asked questions, testimonials, and any other proof that will set you apart from your competitors. Be sure to move to your product or service “benefits” in all communications with this group.

Oh, and one other thing- go ahead and ask them to buy!

Mindset Category Three: “I want what you are selling”

This is the “mindset” that we all work really hard to achieve with our prospects.

You’ve spent money, time, and energy to get someone to the point of “desire”. Now is not the time to be vague and allow this category to try to figure out what to do next. A whole slew of “ready, willing, and able” buyers slip through the cracks at this point and one of the biggest reasons is lack of urgency. Most buyers in this stage are looking for a reason to make a decision now, but they need your help.

Renegade Marketing Tip: Create urgency.

Now is the time to give your buyer a reason to go ahead and “buy now”.

One of the most powerful tools that you can use in this case is a bonus, a premium, or an added benefit at no extra cost- all coupled with an honest deadline.

We call this process “Renegade Marketing 101”. It’s a simple process that helps your buyer make a decision quickly.

Just restate your offer, add a benefit or bonus (must have real value), and put a deadline using time, number of units, or limited availability on the offer. This process will help your buyer “rationalize” making a decision sooner rather than later- or not at all.

Mindset Category Four: “I want what you are selling now”

Have you ever been ready to buy, even eager to buy, and then something happens that either causes you to hesitate or even walk away?

It happens all the time because the “urge to buy” is really fragile and goes away easily. Understanding and taking control of this precarious “mindset” is critical at this point.

Renegade Marketing Tip: Give clear instructions on how to buy at this point. Tell your prospect exactly what you want them to do and how the buying process works.

This can be as simple as asking for the order, taking the money, and delivering your product or service.

If you have a more complicated buying process (and many of us do), give perfectly clear instructions as to what happens next- choosing options, financing choices, deposits, paperwork, timeframes, and how to pay.

I know the buying process should be obvious. But, in many cases, buyers don’t know what they are supposed to do and don’t want to appear ignorant.

So, they gracefully withdraw- usually telling you they’ll get back to you or they are going to “sleep on it”- in most cases they really want you to just tell them how to buy the darn thing and eliminate their confusion. Buyers want and need clear instructions.

Give them what they want and need- and make your product or service easy to buy!