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Previous: Is Your Trusted Employee a Thief? by Janet Attard Whether you're selling drills, new cars, or dental services, your products or services usually aren't what your customer wants to buy. What they want are the results they'll attain by purchasing your products or services. For instance, the person who buys a drill doesn't want the tool, itself. They want a way to produce the kind of holes the drill creates. The new car buyer doesn't want a new car, per se. They may want a means of transportation, but depending on their budget and state of mind, they may want prestige, comfort, or to make their friends or neighbors envious of their purchase. The dental patient usually isn't too interested in dental health or cavity repair. They want a nice smile, freedom from pain or maybe the elimination of bad breath caused by dental disease. Remember, logic seldom drives sales. Emotion nearly always does - even for customers who think they make well-thought-out, rational decisions. To improve your sales, take the time to listen to your customers and understand the underlying emotional needs they want the product or service to fill. Then sell to that underlying emotional need. More >> Touching the Prospect's Emotions in Your Sales Letter Posted by Janet Attard on July 8, 2008 at 8:40 PM | Comments (12)Comments Your have stated it well. That is very true that emotion drives the sale. I sew and sell welding caps and my customers want comfort in the fit and protection from the flames by the materials it is made of. Posted by: Rhonda Jackson on July 9, 2008 at 10:29 AM Excellent! Posted by: Mike Champion on July 9, 2008 at 11:54 AM Great article Janet. It's always about them and the benefits they will receive with the product we offer. Ken Varga Posted by: Ken Varga on July 9, 2008 at 11:58 AM Hi Janet, Your point about buying results is absolutely true. It's always good for us to hear this again. However, you mixed an analogy??? Screw driver do not make holes. Drills make holes. A carpenter may miss your point because of the flawed example. Just of a bit of mid-week humor. Thank you. Posted by: Al on July 9, 2008 at 2:17 PM Hmm... I wonder if some of you are seeing an older, cached version of this post? I took the Fourth of July weekend off, and we kind of snuck in a re-run this week to get caught up. The version I'm seeing has drill in it (not screwdriver) but it's possible when I first wrote the post I accidentally used the word "screwdriver." Posted by: Janet Attard Hi Janet, Your idea work well for individual customers. How about business clients ? I sell advertising service for a website. Our clients are FMCG companies. I see that they are completely logical when choosing our service. Posted by: Anh on July 9, 2008 at 9:43 PM I don't *know* what your customers are telling you or asking, you but since we sell advertising on BusinessKnowHow.com, I can guess. They are probably asking about/looking for the lowest possible CPM, high volume, demographics that match their target audience and possibly very short out clauses. Depending on their sophistication and tracking ability, they may also be looking at conversion rates. If you're selling through agencies (instead of direct to the companies), what the agencies really want is to look good to their client, They want to be able to show that they are getting good deals on ads from sites that will convert well for the client. You can play to their needs by tacking something extra for free (value add) onto the proposal (say, extra cpm, or an ad in a newseltter or something for free), and by pointing to past successes - any known CTR or conversion rates. A good description of your audience will also help if it's the right audience for the advertiser. Posted by: Janet Attard We just figured out where the error (using screwdriver instead of drill) was. It was in the email version of this blog that went out. It was corrected on the web, but we didn't get it corrected in email. Sorry for the confusion! LOL.. and this bit of information will tell those of you who use tools a lot why it was easy for me to make that error to begin with: The tool I use most often when I have to tighten or loosen a screw is the end of a butter knife - or sometimes a dime. Umm.. and an old dull pair of scissors sometimes doubles for plyers to untwist things. Anything I can't get done with those tools gets left for my husband to take care of. Posted by: Janet Attard I love todays article Posted by: Isaac on July 10, 2008 at 4:04 PM Dear Janet, Good day Ma’am. I enjoyed reading you article on ‘Understand What Customers Want’ but I still have problem tailoring this principle to fit my product. I am involved in direct sales and I sell mobile tyre inflator which is capable of giving motorists quick inflation (in less than 4 minutes) in the event of flat tyre as opposed to the motorist changing the flat wheel. Please could you advice me on how best to structure my presentation to reflect all befits and enjoyable end result to my prospects. I will greatly appreciate your contribution. Thank you. Chibuzor Posted by: Chibuzor Awah on July 21, 2008 at 4:10 AM I see this happen so frequently in marketing. Companies find a new tool, social networking, for example, and then look for a problem to use it on. To build on what you said, Janet, it's really a matter of looking at the company challenge or problem, developing a strategy to approach the issue, and then determining the correct tool to fix it. Thanks for concisely summarizing a common situation in marketing. Posted by: Joy Levin on July 21, 2008 at 10:08 AM |
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The information compiled on this site is
Copyright 1999-2012 by Attard Communications, Inc. and by the individual authors. |
Whoever wrote today's entry might want to learn the difference between a screwdriver and a "drill."
Posted by: Joseph Krueger on July 9, 2008 at 10:29 AM