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“How People Buy”
by Eva Gregory

The Internet is a powerful selling tool. Never before has it been easier to start a business, be able to reach out to literally millions of potential customers and make your business succeed.

The Internet also offers us new tools to succeed. Email makes communications instant whether across the street or across the globe. Websites act as virtual storefronts, allowing us to stay open 24/7. Newsletters like this one inform, educate, and even give us an occasional smile.

Yet time has taught us that there is much more to success than simply having a web site or using these tools. Time has taught us that the fundamentals of selling haven't changed, even if the tools are state of the art.

While these new tools may change the WAY people buy, it hasn't really changed WHY people buy. Here are three factors that will help you approach people in a way that persuades them to buy from YOU.

1. People aren't ON the Internet. They ARE the Internet. The same rules that apply at a Gap store should apply to your store. Is your site courteous and inviting? Does your site say in clear terms that you know your stuff and that people will get smart answers? Give yourself a checkup today.
2. People buy online just like they buy offline. If they are buying an impulse item, they'll click thru and spend a buck. If it's a bigger ticket item, they'll shop around. Which are you selling? Is the look of your site appropriate to what you are selling? I don't want to buy designer chewing gum and I won't bank at a site that looks like it should be selling gum. Would you? I want to buy the stuff I usually buy, but I don't want to leave home to do it. Are YOU meeting my need?
3. People buy what they need, when they need it and can afford it. The key is to give people information that connects with what they need. The good news is that people need the same things they have always needed. Which of us doesn't long for more time, more money, better relationships with family and friends? The more your message is aligned with these needs, the better you will do.

The world is a big place and it doesn't turn on a dime. People will still buy cars just before vacation time and do most of their Christmas shopping about 10 minutes before midnight on Christmas Eve. Don't buck the trend. Understand and USE people's existing buying habits to your advantage,and kick your online efforts into high gear.

Copyright © 2002 Eva Gregory