Understanding Customer Information Needs in Family Businesses

Family businesses vary in size.

From local shops to large enterprises.

But when it comes to customer information needs, size doesn't matter.

What matters is understanding and meeting those needs.

The Information Continuum

Customers exist on a spectrum.

Some need minimal information to make a purchase.

Others require extensive details.

The key is to recognize where your customer falls on this continuum.

Emotional Decisions Backed by Logic

People buy based on emotions.

They justify their purchases with logic.

According to consumer psychology, emotions heavily influence purchasing decisions.

For instance, a consumer might choose a product because it promises to bring joy or status.

However, rational factors like product features and price also play a role in the final decision.

This interplay between emotion and rationality is crucial in consumer decision-making.

The Risk of Overloading Information

• Bombarding a ready-to-buy customer with excessive details can backfire.
• It can cause doubt and hesitation.
• Worse, it might drive them away.

Competitors may exploit this by providing your customers with alternative emotional messages and also different information, causing confusion.

David Ogilvy's Rolls-Royce Ad

In the 1960s, David Ogilvy created a famous ad for Rolls-Royce.

The headline read: "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." This line, derived from technical data, appealed to the customer's desire for quiet luxury. The ad featured a photograph of the car outside a British village shop, associating it with wholesomeness. The copy detailed features as emotional benefits, aligning with the buyer's values.

Balancing Information and Emotion

To effectively communicate with customers:

Identify Their Position on the Information Spectrum: Gauge how much detail they need.

Appeal to Emotions: Highlight benefits that resonate emotionally.

Provide Supporting Information: Offer logical details to justify their emotional decision.

Avoiding Information Pitfalls

For Ready Buyers: Keep it simple. Reinforce their decision without overwhelming them.

For Inquisitive Buyers: Provide detailed information, but frame it emotionally.

Summing-up

• Understanding your customer's information needs is crucial.
• Recognize their emotional drivers.
• Support their decisions with appropriate information.

This approach builds trust and drives sales.

Remember, it's not about the quantity of information, but its relevance and delivery.