As a B2B sales and marketing professional, it’s your job to provide prospects with enough detailed information about your products and services so that they can make a sound purchase decision. But is there such thing as giving potential customers too much information?
According to neuromarketing experts, the answer is yes. For those of you who are not familiar with the term, neuromarketing is a field of marketing research that uses the psychology of brain science to study how people’s brains react to marketing messages. While some people dismiss neuromarketing as an inexact science – there is no perfect formula to understand all buyers’ path to purchase, others say any new research might help phase out ineffective marketing strategies.
This new school of marketing allows businesses to gain valuable insight into consumer decisions and actions that might be otherwise difficult to find with traditional market research strategies. Simply put, you’re able to tap into the minds of certain types of consumers to determine why they do and don’t purchase a particular product or solution.
Recently, neuromarketing experts discovered something that might have businesses rethinking their sales and marketing strategies. According to a report titled The TMI Effect on the blog Neurosciencemarketing, visitors who were exposed to additional information about a product were actually less likely to purchase it on an ecommerce site when compared to visitors who were given fewer product details and images.
Neuromarketing experts believe that consumers rely mostly on intuition when making a purchasing decision on an ecommerce site. Sure, people like to think that they perform due diligence when it comes to researching a product or solution. The truth is, however, that consumers rely on hunches, their subconscious, and the sense of urgency (“Offer ends soon!”) when making even the most critical purchases.
Giving a person too much product information forces them to tap into their “cognitive resources.” Before, prospects would simply purchase a product or solution on the fly. When presented with detailed information, however, they are now forced into conducting research on the product, weighing its pros and cons, and gathering competitive analysis.
In other words, the mere presence of too much information makes them second-guess their initial interest and diminishes the impulse to purchase right then and there. Buyers start to ask themselves questions like “Do I really need to buy this?” “Is there a better product with more features out there?” Is this the best price that I can find?”
So what do neuromarketing experts think businesses should do to avoid the “TMI Effect”? They suggest appealing to consumers’ emotional side rather than their rational side. They suggest avoiding any highly technical jargon or comparison charts that might make the buyer stop and think about their purchase. What’s more, they warn companies to cut down on product descriptions and/or hide it behind tabs.
While the TMI Effect theory makes sense when it comes to small
retail purchases, such as a pair of sneakers or even a smartphone, it
can also apply to the B2B landscape. B2B websites can still offer
simple products through an ecommerce platform and more complex
purchases through a live sales consultant. But the path to purchase is
still the same - provide just enough information to keep prospects
interested but not overwhelmed. In other words, keep it simple.
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