“Why is this company asking me to give them permission to store my data?” Your customer’s questions, and doubts are likely the reason you haven’t successfully converted customers.
I psychologist made this clear to me when she said “in my client report, I’m required to elaborate on why I’ve made specific observations.” She letting me in on the importance of providing evidence-based statements.
“So rather than simply saying that I observed that my patient was shy, I mention attributes I saw in the patient, that brought me to the conclusion that they are patient. They gave me one word answers, or they didn’t make any eye contact throughout the session.”
Answering why questions makes the difference between people believing you, and not believing you.
In this article, I discussed the study that was conducted by Harvard University Professor, Ellen Langer. In the study it was found that simplify adding the word “because” to a sentence increased the likelihood of people complying to a request by more than 30%.
But, how can answering “why” questions encourage customer acceptance of your products and services?
“Why” puts the customer at the center
Imagine a salesperson approaches you and tells you that ABC investments have the perfect retirement package for you.
“Why did you recommend this specific product to me? You’re just trying to make money, you may think to yourself,” and reject the salesperson’s offer.
But, on the other hand, if the salesperson lets you know that they are the leading investment company because of their low fees, this offer may sound more appealing to you. Especially if the saleperson knows that low fees are important to you.
Charles Munger, a prominent investor, explains it like this:
“[It’s] a rule of psychology. Just as you think better if you array knowledge on a bunch of models that are basically answers to the question why, why, why, if you always tell people why, they’ll understand it better, they’ll consider it more important, and they’ll be more likely to comply.”
– Charles Munger
Designing products with the intention of answering the customer’s why questions, allows you to take a customer first approach. Removing the resistance blocks that comes with the questions customers have will encourage trust, and sales.
Conclusion
Answering any issues that may be of concern or importance to the customer gives you the ability to take a customer-centered approach to designing products. Removing the barriers that may lead to resistance makes it possible for customer to trust your offerings.
What “why” questions can you answer to improve your customer’s experience?
Pingback: Explanations make your customers happier - Somila Dayile