internet marketing strategies: psychology of buying, iran, january 2012

Psychology of Buying

Presented by Erik Vermeulen.

Internet Marketing Strategies, Tehran 2012

1. Feel free to be YOU – it’s YOUR CHOICE

2. Go Big or Go Home!!

3. If it is to be, it’s up to me!

Mind Space

1970’s

Commodity Economy

People = Tools to get job done

Repetition

Focus on Consumers

1980’s

Financial Economy

Money = Power

“Yuppies”

People used to create wealth for others

Power Dressing

1990’s

Knowledge Economy

Knowledge = Power

Hoard it

Sell it

Consumers develop conscience

2000’s

Experience Economy

Relationships = Power

Different & Unique

High Tech = High TouchMore

Ever-changing

Explain in 3 minutes to a 10 year-old why your business is so exciting, and why your company makes all the difference to people’s daily living.

What?StrapColourShapeNumbers

Why?

Reasons For Losing Customers

• 1% Die• 3% Move• 5% Buy from friends• 9% Prefer a different product• 14% Unresolved service problems• 68% Because they feel that

employees are disinterested in giving service

Top 7 Customer Expectations

• Be Accessible• Treat me courteously• Be responsive to what I need and want• Do what I ask promptly• Don’t make me deal with poorly trained

employees• Meet your commitments• Do it right the first time

Service = Experience - Expect

The Service Equation

The Service EquationPeople expect only two things1. That you know they are there2. That they made the right choice by coming to you to satisfy their need

Lesson #1

Service aboveeverything else

There are many ways to skin a cat…..

Lesson #2

Advocacy beatsSelling

Lesson #3Understand that

consumers areirrational

X9 Factor

Trinitron

Lesson #4

Create Mystery

Lesson #5

Ruthlessly give away free

information

Lesson #6

Be authentic and congruent

Follow me on Facebook: Erik VermeulenFollow me on Twitter: ErikMVermeulenE-mail: erik@erikvermeulen.comWeb: www.erikvermeulen.com

Psychology of Buying