As a marketer trying to sell something, making people think ahead and then back gives them a new perspective that can help you both.
While visiting you website, at some point after they had time and already consumed at least the main points you want to convey about what you are selling, they are already dealing with a decision – to do what you ask them or not, to buy or not – you can ask the following question: “many years from now, when you look back, what would you regret more, saying yes now or saying no?” Measure the conversion rate when using this question and compare to the conversion rate when not using it.
It’s hard, awkward and many times doesn’t result in a positive outcome, when you approach a visitor to your store and ask if they need help.
When a visitor comes in, position yourself within his eyesight but too further away to have any comfortable verbal exchange. After a short while, while observing him try and catch their eyes and just – in a “by the way,” familiar and welcoming style – smile and wave at them as if welcoming back an acquaintance, then continue immediately doing what you were and not looking at them. It is very different than anything they usually experience in a store. It breaks the script they have in their mind of how things happen in a store, and if done correctly, will result in many more visitors coming to you and asking for help.
Most people who show interest in what you are selling won’t buy from you right now. Some of them, however, might in the future.
When their behavior indicates they are not going to buy from you now, get them to commit to doing it in the future. They are more likely to think about such a future commitment in abstract terms such as “I should do this” (if they are convinced they should, because of their views about themselves), and would commit more quickly. When you ask them to commit now, they will approach it in a more practical way like “I can’t buy this now, I don’t have time for it.” This is especially true if they know that what you are selling is good for them but for some reason, it is difficult for them to do it (like eating healthy or exercising.)
You are more likely to take notice if the ad is calling out to you and your specific needs and wants.
Recognize the driver (by the car’s license plate, his mobile phone’s position, etc.) and display a personalized ad on the billboard.
One of the biggest problems in selling a product – especially one that needs some commitment like physical training or adult education – is getting them to use the product they bought. If they don’t, it decreases the chance of a repeat purchase in the future.
When they buy the product (online or offline), ask them four questions. The first is to elicit a commitment to use the product – you need them to say yes. It might go like this: “Will you start doing the first exercise immediately when you get the product delivered?” The next three questions are to force them now to make and commit to a future plan. These might be something similar to these: “Where at home will you exercise with this product? At what time will you exercise daily? What will you wear?” These will make them make a plan now, and commit to doing it in the future (when they receive the product), and increase the chances they’ll do it.