You probably think that
your product line is the best one out there. After all, that’s why you sell it!
And it’s easy to fall into the trap of thinking that because you understand the
benefits, the value is obvious to everyone. But that’s usually not the case.
And simply reciting a long list of features and benefits will likely lose you
the sale. It takes a skilled salesperson to highlight products in a way that
make them seem valuable and desirable to customers.
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Here are some tips to
make your products feel more valuable and desirable for your customers:
1.
Get people talking. The more you can get others talking about your products, the more
valuable and desirable they will seem. So when your customers are happy with
your products, ask them to tell a friend. Provide them with the “above and
beyond” service experience that makes them want to jump on Facebook and tell
all their friends to shop with you too. Record videos of your customers using
your products (or ask them to provide videos) and feature them through your
social media profiles. Post testimonials from happy customers on your Facebook
Page and website so people see how great your products are. Run contests where
people submit pictures of themselves using your products, and share those
photos with their friends. It’s a human trait to want what others have and
like. Capitalize on that to build the desire for your products.
2.
Skip the long features list. Presenting too many features and benefits can bore your customer,
and cause them to become overwhelmed, so they buy nothing at all. Instead,
listen carefully to your customer and ask questions that help you find out what
is important to him or her. Then you can highlight just the features that are
most relevant to that specific customer, which makes your product seem most
valuable to him or her.
3.
Highlight ease of use. The easier you can make your product seem, the more valuable it
will be in the eyes of your customer. Of course you don’t want to in any way
misrepresent your product, but educating your customer on how to use your
product so that they don’t have to struggle to figure it out later will help
your customer make a purchasing decision. Rather than having to rely on the
instructions that come in the box, they’ve already had an educated salesperson
who has taken the time to explain the product, and shown how easy it is to use.
That beats a nameless, faceless big box store with uneducated employees every
day of the week, and makes it more likely you’ll get the sale.
4.
Offer a test drive. People love to “try before they buy,” so when possible, give
people the chance to test out your products risk-free. Offer a money-back
guarantee, or have samples they can use before they purchase. When you
let people use your product first, they can see for themselves how valuable
your product is, which increases the likelihood that they will buy it, because
they’ve integrated it into their routine.
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When customers have a
chance to use and understand your products, they are more likely to purchase
for themselves, and tell their friends. How do you present your products so
that your customers find them desirable and valuable?
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