How do you know that you’re making the right decision?
- How do you know that you’re buying from the right company?
- How do you know that you’re selecting the right product?
- How do you know that you’re choosing the right romantic partner?
…And what if you make the wrong decision?
Fear, uncertainty, and doubt kill our ability to make decisions – paralysing us, leaving us unable to make choices or commit to outcomes.
In a business context – when we’re working with sales prospects one-on-one – it’s much easier to look across the table and sense your prospect’s body language change.
Their eyes widen. They shift in their seat. They ask comparison-related questions. They raise objections or become less responsive as those same objections echo through their minds.
But how do you do this when you’re not dealing with a sales prospect one-on-one?
How do you do it via your website or online marketing collateral? (As we’ve seen, online marketing collateral is becoming a bigger and bigger part of customers’ decision-making – with customers actively avoiding sales reps.)
The key is to develop a deep understanding of your customer’s psychology – and the process through which they make decisions.
The better you can pre-empt their fears, uncertainties, and doubts – the better you’ll be able to address these issues and comfort your sales prospect towards making a decision – before their fears, uncertainties and doubts cost you the sale.
The data around your website – available in your Google Analytics account – can reveal deep insights into your customers’ psychology. It can show you the exact issues that are causing your potential clients to turn away from your website – and even tell you the kinds of hobbies and purchasing decisions that your customers are thinking about when they’re not on your site.
If you’d like to see an example of the types of insights you can gather out of Google Analytics, here’s a sample report I prepared for a client recently.