How To Win Over Buyers Who Don’t “Buy It”
Base Your Case on Shopper Behavior
Selling in a strategy or tactic today is a rigorous process that necessitates building a case supported with convincing facts.
Here’s a fact you may have already encountered: “facts” based on traditional market research are often NOT compelling enough to close the deal (i.e. buyers don’t “buy” the story you’re telling with the research, and therefore don’t buy the strategy you’re selling).
Why is traditional research data not getting the job done?
Because experienced buyers have been burned too often. What people say in a traditional survey does NOT correlate with how they actually behave in the store. Buyers need more than simple research facts
How a Leading Public Health Association Convinces Manufacturers to Certify Key Products
A leading public health organization developed a program that certifies healthy foods for manufacturers. This special certification includes a branded icon on-pack, indicating to shoppers that a product meets strict criteria around fat, cholesterol, sodium, sugar, etc. They needed to more effectively support a sales strategy to prove the impact to CPG manufacturers.
To get the “health-conscious” certification, the products undergo evaluation by the organization to ensure the nutritional standards are met. Then food manufacturers pay a nominal administrative fee to the organization, which is used to cover the program’s operating expenses. In the scheme of things, it’s not a big fee… but, in this economy, ANY added costs are a big deal.
So, the association needed to demonstrate to food manufacturers that this was a worthwhile investment. They needed to prove there was a positive ROI.
Traditional research was one option. It would be easy to show respondents the “Healthy” concept and ask them how appealing it is, or even how they think it would impact their purchase intent.
The problem: we already KNOW that nearly everyone will say it is “appealing.” And, it is easy for a respondent to claim they would buy products that are certified as health-conscious.
But real-world experience has demonstrated that “claimed” intent is just not believable. What people SAY is not what they DO. And many manufacturer customers of the organization know this too!
Building a Compelling Sales Story by Proving Positive ROI
To build a more compelling, convincing sales story, the association needed to prove two things:
The association needed to prove that including the healthy-conscious certification would impact real behavior. In other words, demonstrate that products with the on-pack certification will get MORE shoppers to actually purchase more products.
Two: EMOTIONAL CONNECTION
The association also needed to prove that the “healthy” certification would have a tangible, meaningful impact on perceptions of products. Not in a “forced,” conscious manner, but at an emotional – even sub-conscious level. They needed to demonstrate that including the certification icon on-pack would result in stronger equity for a brand and its key products.
With these objectives in mind, Decision Insight created research that tested emotional response to the certification concept using a combination of virtual shopping and implicit response. Ultimately, the combination of the BEHAVIORAL measures collected from the virtual shopping research and the EMOTIONAL measures collected from the implicit research technique provided a rich and compelling case for investing in the healthy-products program.
Contact Leslie to learn more about the research outcomes and real-world implications.