At the core of any business is a value proposition that’s enticing to consumers. That proposition can be outperforming competitors in various services or outstanding products that consumers rave about.
Yet companies still ask why more of their competitors’ consumers aren’t switching over to them.
One of the things that those businesses rarely consider are all of the barriers that consumers face when they want to switch brands.
Prospects have to overcome mental, physical, and financial barriers when switching over to a new product or business. To entice those prospects, companies have to understand how consumers engage with the idea itself of switching.
Pushing Consumers Away From Competitors
Some of the best possible prospects for a business are the consumers that don’t believe any rival solution is working as well as they’d hoped. In that situation, businesses can figure out the most frequent complaints that consumers have for a competitor by reading their online reviews.
Then, they can hone in on those disappointing qualities and assert how much better they are in comparison, as well as add positive consumer reviews to back up those claims.
This type of supportive information can really resonate with potentially unhappy prospects, and this resonance makes them a lot more likely to consider switching brands.
Pulling Consumers Toward a Business
A business that’s trying to pull consumers towards them and away from a competitor is likely going to be new to those prospects. This brings a mystery that may pique these consumers’ curiosity because they haven’t yet experienced the company’s products or services.
The best way to pull more consumers towards a business is to position the business as the best solution for their pain points. However, if consumers believe that the new solution is too good to be true, they can become anxious or skeptical, which can actually backfire at attracting them.
Many consumers remain stuck in their own routines or beliefs, especially when they’re being pulled to make a purchase of a similar solution from a different business than they’re used to. When that’s the case, companies can focus on showing how their solutions can provide better results for the consumers when compared to the solutions of competing businesses.
Through customer research, companies can also figure out the biggest motivators behind the purchasing decisions that prospects make when they choose a competitor.
By using real data and case studies of certifications, businesses can emphasize the values they provide to consumers and weave in emotion to increase the persuasiveness of their propositions.
One last thing that gets in the way of customers switching over to another business is their anxieties over the promised solution not working as well as they expected. To neutralize those anxieties, companies can conduct research to learn more about what those anxieties are.
Then, they can pinpoint the most common objections that consumers have, and diffuse them through marketing efforts targeted at those prospects. They can also offer samples or demos to appeal to consumers and reduce intimidation.