Marketing to “invisible buyers.”
Whether we are offering tangible products or services, our clients and prospects are always trying to reduce the risks of using our services.
One way they try to reduce risk is to conform to the attitudes and preferences of others. Family, friends, coworkers, and other groups influence prospects and their buying behavior. Sometimes called reference groups, I call them “invisible buyers.” Your invisible buyers are a point of comparison for your prospect’s own choices and attitudes. Sometimes the influence of others is subtle; other times it is quite apparent.
For example, your invisible buyers can influence prospects by. . .
– Directly recommending a specific product or service they already know about or have used themselves.
– Giving your prospect a frame of reference and an opportunity to compare your products and services to what is acceptable to reference group members.
– Influencing the prospect to change his or her attitudes about a product or service so that they are consistent with those of the group.
– Providing reassurance and approval to the prospect’s decision to buy your product or service.
Occupation, memberships, social class, and education are all good indicators of which groups are important to your prospect. The prospect may even mention having had a conversation about using your service with a friend or coworker.
By noting how others in the prospect’s reference groups have used similar products or services, you can reassure your prospect that buying from you is a smart choice.
I would strongly suggest that in your first direct contact with a prospect that you ask if they or someone they know has used a product or service similar to yours. Probe a little into that area if they say “yes.” What kind of service did they use? Was it a positive experience for them? Would they do it again? How much weight does your prospect give to their prior service experiences or those of friends and coworkers?
The next step is to adjust your conversation to respond to concerns or experiences that might negatively influence a sale. Similarly, you can reinforce positive experiences and subtly refer to them during your conversation to help establish the value of your product or service.
