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Advertising, Sales and Marketing
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Don't Overlook the 3 Special Benefits Every Customer
Wants from You Every customer looks for three special benefits when they do business with you. They may not specifically ask for these benefits. But you're losing sales if you don't automatically provide all three. 1. Fast Results Look for ways you can reduce the time your customers have to wait after a transaction before they can start enjoying the results of their decision to buy. Try to deliver your product at the point of sale. When that's not possible, look for creative ways to provide a benefit your customer can start enjoying immediately. For example, a publisher I know recently created a special package combination of his latest "how-to" book in print and several eBooks on the same subject. When customers order his new book, they can immediately download the eBooks on their computer. They don't have to wait for the hard-cover book to arrive before they can start enjoying the benefit they paid for. 2. Easy Procedures Simplify your buying procedure too. Make it easier for customers to buy from you and you will get more sales. For example, many online shoppers are impatient and won't tolerate a lengthy ordering process. Minimize the number of times your customer has to click to another screen when ordering online. Use a simple order form instead of a shopping cart if you only offer 1 or 2 items. And don't ask them to give you more information than you need to process their order. 3. Personal Attention Only interested prospects will take the time to ask questions. Many will buy from you if they get valuable information from your answer. You can often include a promotion for your product or service as part of your answer. Answering questions is not time consuming. The same questions will be repeated over and over again. But you only have to answer each question once if you save your answer to a permanent file. Copy it into your reply whenever you get that same question again ...and revise it slightly to personalize your response. You can answer questions quickly and your prospects will appreciate your personal attention. Tip: If you find yourself personally answering a lot of questions, add a Questions and Answers page to your web site. Post the answers to your most frequently asked questions. It will reduce the number of questions you have to answer individually. But remember, it also deprives you of an opportunity to impress prospects with your personal attention. Every customer wants fast results, easy procedures and personal attention. Most won't ask for these benefits. But they won't buy from you unless they get them. Make sure you provide all 3 of these special benefits ...and look for ways to improve the quality of each. Then watch how quickly your sales increase. Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales Consultant. Bob recently
wrote a manual for small business owners titled "How to Build Your Small
Business Fast With Simple Postcards" and several other publications to help
small businesses grow and prosper.
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