Ever felt that urge to buy something? Ever go through the mental torture of weighing up why you should purchase and the reasons why not?
I have, in fact before I got this Macbook Pro I went to hell and back justifying the purchase. I so wanted the Mac but couldn't justify the expense. Then came the point when it just became irresistable......
Why do I find some brands irresistable?
Because they understand and spend time creating 'irresistability". Not features. Not processes. Not 'nice' packaging. Not good value. Not visually appealing....NO they concentrate on creating irresistability.
So whether it is the BBC for news, whether it is Amazon tracking a critical package for me, whether it is a specialist who engages me......they concentrate on creating a core irresistability which I can rely upon, suppassing the rational side of my mind.
They don't offer choice, they offer no choice; I simply cannot refuse the offer.
Brands are too willing to accept nice, good, decent, ok.......too willing to accept a comparison to other mediocre offers.
What if you changed the internal mindset from good to irresistable? What would you do differently?
And this is not just about premium products, think how discount stores offer an irresistability. It is not just about product, think how different services from personal coaches to rental cars offer an irresistablity.
Resistence to purchase is evident to different degrees. It is our job to fight the resistance on behalf of the customer.
So ask this question