Previously, we talked about your 5 buyer types and how each one responds differently to making repeat purchases from you. Now we’re going to talk about Amy (your first buyer type) and cover when she’s most likely to buy and why.
What Is Amy Like?
Amy is your most likely repeat buyer, and as such she’s the one you want to pay most attention to when you’re planning your upgrade, upsell and cross-sell offers. She will make you the most money. Let’s look at what she’s thinking in general, and what she’s thinking about when you offer her the option to purchase more from you.
Amy does not generally feel afraid. She is very in control of her finances, whether she’s doing well financially or not. She is the most likely of the 5 types to know exactly what her credit card balances are at any given time, and the least likely to attach any emotions to the figure.
While most people get nervous when their credit cards get high or bank balances get low, Amy will simply cut back her spending a bit. She’s not emotionally involved in it. If she doesn’t have as much room on her credit card or money in the bank as she would like, she doesn’t view it as a statement of her character or who she is as a person.
Amy already has plans for how she spends her money and the kinds of things she spends her money on, so when she sees something that’s the right fit, she’s not very concerned about the right price.
Spending money to get the things she wants and needs is pretty normal to her. She doesn’t spend her life in a shroud of “should.”
She doesn’t see lowered financial resources as lack, she sees them as not the right time to spend. (This is why, although a point-of-purchase upgrade is best for her, she will still buy later.)
She is VERY willing to temporarily change her spending habits to get things she wants. She may have also accounted for that in her budget.
She is very self-aware. She is generally a very happy person. STABLE. SECURE.
She sees opportunities to make additional purchases as opportunities, not costs.
Consistency is important to Amy, and she likes being loyal to a brand.
You will never hear Amy refer to an indulgence — whether money, food or time — as “being bad”. If she spends all night watching West Wing reruns, she assumes she needed it. If she eats an extra piece of cake, she simply enjoys it. If she buys something new for herself, she’s pleased. She’s not in the office on Monday gleefully or abashedly expressing her “guilt” about eating, shopping, or taking it easy.
Amy has the highest chance of making purchases because purchases don’t represent pain to her. They involve investment, enjoyment and a feeling that she is in control of her money, and by extension, her life.
Basically, Amy has her shit together.
How Amy Reacts To An Offer
Amy shares a few characteristics with other buyer types (Bob, Carol and Daniel, who we introduced earlier).
She’s very logical like Daniel. They both value efficiency, logic, and reasonableness. While Daniel views an upsell as an upset to his efficiency — he says, “I’ve already bought what I came here to buy, this is inefficient” — Amy appreciates the convenience and the savings of time and money, and looks at the seller as helping her.
If Amy is shopping for a dress and the sales rep offers her shoes to go with them, she’ll consider buying shoes now as a way to avoid going to the mall later. (This experience will reinforce her feelings of efficiency, control and intelligence.) If she doesn’t buy the shoes, she wasn’t upset they were offered, she’s grateful. Once she’s thinking about the shoes, whether she buys them or not, she’ll often start thinking about socks and shirts.
Amy will often upgrade on her own, without you offering. If she finds a seller she likes on Etsy, she’ll put whatever it is she wants in her cart and go out of her way to buy more. (“Is there anything else I should pick up while I’m here?”) Notice she says “should”, not “can.” This is a task to Amy, and she takes pride in having accomplished it.
She often buys birthday and Christmas presents far in advance.
Amy is the person who goes into your store and buys every ebook you have. (“I may as well. I’m here now.”)
One of the main thoughts in her head is, “Is this the right time to buy X?” She is less concerned by price or tone. She probably doesn’t mind too much if something is expensive. She also isn’t concerned with a sleazy-looking sales page. To Amy, yellow highlighter or strong calls to action are morally neutral. Getting upset up them would be illogical. (“What do I care how they sell it? If I want it, I want it.”)
Because Amy’s finances are truly under control, she is able to look at investment as investment and cost savings as cost savings. This is not a rationalization for her. For example, if you’re taking a cruise, many cruise lines give you the opportunity to put a $250, open-ended deposit on your next cruise while you’re still on this one. If you do, you get a $100 onboard credit to use now.
If your life and finances are under control, and you know you’re going to take another cruise, this means you save $100. Amy would jump at this, and she’s happy to be offered the chance. She’ll probably brag about it when she gets home.
Amy is totally confident in her ability to make the right decision. Bob tends to upgrade because he’s afraid of what will happen if he doesn’t. (Daniel tends to NOT upgrade because he’s afraid of what will happen if he does.) Amy isn’t afraid. If she makes a mistake and buys the wrong color or the wrong size or too many or a book she didn’t really need, she’ll learn from it. She won’t blame herself for buying it, but she won’t blame you for selling it either.
Amy will NEVER complain that somebody tried to sell her something. If she ends up in a particularly aggressive sales process, she’ll often refer to it as a “dance”. She knows it’s the seller’s job to sell, so she accepts commerce without offense.
Amy is more likely to buy because Amy likes to buy, invest, and acquire. (This is not to be confused with Carol, who likes to shop.) Actually, Amy doesn’t generally like to shop. That’s why she buys things now — so she won’t have to shop later. Amy’s lifestyle allows her to make choices, so she sees additional offers as additional choices.
What Offers Work For Amy
Now let’s talk about how Amy responds in each of the 5 stages of the buying process.
Point of purchase:
(This is an offer that takes place before any money changes hands.)
This is the best time to make Amy an offer. She often uses language like, “while I’m here” or “I was going to buy it anyway” or “I may as well pick it up now.” Because you’re making the offer before money changes hands, she is not inconvenienced by a second, unnecessary transaction. She would much rather do it all at once. “That way I don’t have to get my Visa out again.”
She is not only likely to buy here, she’s very, very happy you offered.
(This is an offer made right after the initial purchase takes place, often but not always in the same session.)
Amy is less likely to respond to an immediate post-purchase upgrade because her wallet is back in her purse. It’s inefficient. “If you were going to sell me something, why didn’t you do it before?” She’s not annoyed, but in her mind, she’s done and she’s ready to move on to the next task, the next store, or the next exciting thing in her life.
An offer would have to be pretty good in Amy’s eyes to get her to buy here.
If you’re counting on a particular upgrade being successful, don’t put it here. Amy probably won’t buy it, and since Amy is your most likely upgrader, losing her means your sales go down significantly.
Between purchase and consumption:
(This is an offer made after buying but before receiving or using.)
This is a neutral time to offer an upgrade for Amy. Maybe she’ll buy, maybe she won’t. Your chances go way down if you interrupt her, though, so if you’re sending an email at this stage in the process, don’t send the email at peak times. (Between 11 am and 2 pm, local time if you’re local, or ET if you’re online.) Send her something in the late weekday afternoon or late weekday evening, when she’s unlikely to be doing anything else important.
This is generally a time to offer an upgrade to people who might be encountering sticker shock — we’re talking more about that later — but Amy doesn’t get sticker shock because price is not a primary concern for her.
This could be a good place to make an uncomplicated offer — yes or no. This is not a good place to give too many choices because Amy doesn’t want to get distracted from her current experience. She’ll do it for a great deal on something quick, but as soon as it gets complicated, she’s out.
At the point of consumption:
(This is an offer made while your buyer is using or consuming whatever they bought first.)
This can be a good or bad time to upgrade Amy, depending on what “using” or “consuming” means in the case of what you offer. If consumption involves or requires her doing something, then she’s busy and won’t respond to an offer. But if what you’re offering isn’t a distraction, she’s VERY likely to upgrade here.
For example, if she’s doing a home-study course or attending a teleseminar that involves assignments or homework, buying something would mean she had to stop what she was doing. If she’s getting a massage, she’s not doing anything, so she would respond very well to being offered add-on reflexology.
(As the name implies, this is an offer that is made after the rest of the stages, from a few days to a few years.)
If you’re a service provider, she’ll respond well to an email suggesting she book her next appointment now and save 10%. If you sell products, this would be a good time to send her a time-limited coupon code for something else she might be interested in. Here you’re banking on the fact that Amy enjoyed her first experience and wants to experience it again.
She doesn’t like an offer to come out of the blue here, though. You don’t want to send something that’s not VERY relevant to the first purchase, or an offer that’s particularly complicated. Twice-a-month email coupons for the Gap, for example, are just her style.
Also, Amy is very likely to become a lifelong customer. Once she finds you and likes you, she’s not going to spend time or energy finding someone else. Because of this, encourage her loyalty by sending offers regularly.
Examples by Learning Track
(This content is part of the (free!) Same People, More Money course. The course has custom learning tracks for different types of businesses, so let’s take a look at some examples for each.)
Track 1 – Repeat service providers:
These are businesses that have customers who buy from them fairly frequently, like massage therapists, manicurists, and most coaches. Here’s specific advice on how to get Amy to make more (or larger) purchases from you.
Amy loves a package of sessions because she knows she’ll use them. She also likes packages of products and services related to your initial service because she loves getting a good deal all at once. Create packages with easy to understand names and make them clearly available at the time of purchase. Once her Visa’s back in her wallet, she’s out of buying mode for a while.
Track 2 – Infrequent or one-time service providers:
These are businesses that have customers who buy from them infrequently, such as wedding photographers, astrologers, web designers. Here’s specific advice on how to get Amy to make more (or larger) purchases from you.
Give her a chance to buy everything all at once because your service isn’t one that she — or anybody else — will buy frequently. She’ll also a little less likely to refer you because she’s very self-aware and therefore probably not that social. She’s not on Facebook all the time telling everyone how great you are, so you can’t really rely on her for referrals. Once she’s decided to buy from you, she has money to spend.
Add-on upgrades work well. Photographers can ask “Do you want extra copies of your photo albums for gifts?” Web designers can ask, “Would you like to add a maintenance package, or get some graphics for social media profiles or email templates?” Astrologers can ask “Do you want a hard copy of your reading?”
Because your service requires more thought than your average haircut or manicure, she’s more willing to take the time to look at more detailed packages. You have her attention.
Track 3 – Products:
These are businesses that have customers who buy specific items – we’re talking about Etsy crafters, information marketers and catalog sellers for example. Here’s specific advice on how to get Amy to make more (or larger) purchases from you.
Keep offers simple. Two for ones. Spend $50 and get free shipping. Products that are clearly related at a discount. Accessories. Upgrades like gift wrapping or consulting. If you are selling her a necklace or a print on Etsy, she is already thinking she might want to pick one up for her mom. Make it easy. She will often buy until she runs out of budget.
If you’re selling digital products and you only have one or two, get your catalog rounded out as soon as possible. Amy wants a bundle pack.
Now that you know what makes Amy buy, let’s talk about Bob.
We’ll be talking about Bob next – what he’s like, what he’s thinking and what makes him say yes or no to your upgrade, upsell and cross-sell offers. Stay tuned, and start thinking about how you’re going to sell to Amy in the meantime.