I believe that some products are easier to sell than others. Some products are low-emotional commitment, low-risk, easy acceptance. Some products are just shiny and fun. Jewelry? Clothing? Accessories? Decor? In my opinion, easier to sell than say….. health, wellness, skin/body care. Sales psychology.
Think about this from the perspective of a consumer product adoption curve.
- Awareness. A product exists.
- Acknowledgment. I like the product.
- Acceptance. I might need the product.
- Adoption. I’m willing to try the product.
- Behavior change. I’m trying the product.
- Behavior sustained. I’m using the product.
With health, wellness, skin/body care, food, we’re asking people to make a BIG BEHAVIOR CHANGE. Stop doing one thing, start doing something else. This is a very different emotional “ask” than say “hey – want to buy a shiny pair of earring or a nice smelling candle?!” It’s a pretty big jump from step 1 to step 6.
So what does this mean? A couple things.
First. Consider where your ideal client sits on the adoption curve. And there IS an ideal client. If there wasn’t, your brand wouldn’t exist. If they’re at step 1 and you’re trying to get them to step 6? That’s a really big ask. It would be easier to nudge them to step 2 or 3.
Second. Assess the emotional commitment required to use your product. Easy? No huge behavioral change required? Easier to sell. Huge sustained behavioral change required? Harder to sell. Which means your strategic approach might need to be a little different, and include emotional as well as product-value and lifestyle appeals. Think about the ask. Put yourself in the shoes of your prospect, and meet them where they ARE, versus where you want them to be.
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