How to Market to a Hesitant Buyer (and Convince Them Your Company Cares)

Buyers, even the most ideal ones, aren’t always willing to commit to making a purchase with your company. They might have issues with seeing your company as trustworthy, or they might not want to invest in your product without feeling completely sure about what they are buying. When this is the case, you need to take some extra care in order to market the right way to a skeptical buyer.

Here are some ways you can reach out and seal the deal with a hesitant buyer.

Know him or her well

The first step to marketing to the right buyer is knowing him or her inside and out. You’ll want to know why he or she is coming to you and what your product has to offer him or her more than the competition. Even the most dedicated buyer can have some doubts, and it’s your job as a company to let them him or her know that you understand any concerns. Make sure you think deep and hard about who you want to market to and how you can get your message across the right way.

Develop trust over time

Hesitant buyers often require having some sort of consistency as a brand. If your brand has struggled developing trust for clients, then you should know that it takes a long time to develop. You will need to show buyers that you care about them as a company and that you are available to answer any questions they might have. Testimonials written by repeat clients can be a great way to show that other people have found your business worthwhile.

Be available

One of the biggest mistake companies make is distancing themselves from clients. While it might seem like a lot of work to keep in touch and to be available all the time (and it is), that’s a huge way how you can show customers that you are around even after they have made an initial purchase. Customer service is what often makes or breaks a company where trust is limited, and knowing how to talk to clients who might not willing to buy can sink or float your company.

Learn from your mistakes

All companies have moments that they aren’t proud of or that can deter hesitant clients from buying. Instead of seeing it as a totally failure, however, it’s better to learn from those mistakes and to take a moment or two and think about how you can improve. Not everything always goes smoothly, and part of developing properly in order to reach those clients is knowing how you can change as a company for the better. Know what went wrong and move forward to developing trust with the next skeptical customer.

Buyers can be a little wary about giving up their hard-earned cash for your product. Fortunately, when you take some time to develop relationships with your customers, you can create a bond of trust that can encourage buyers to return. Remember that developing these relationships takes time and that all your work will pay off eventually with a dedicated buyer.

Guest article written by: Alex Schnee