|
Why you should explain
what you sell in detail Traditional marketing advisers say keep your sales message short. People don't want to read lots of information about your product. They haven't got the time. And they are not interested.
However, many market tests over many years have shown that the very opposite is true.
You should tell as much as you can about your product, in every piece of marketing you put out.
Think about the last time you bought a product. Isn't it true you were interested to know as much as possible about that product before you bought it?
Customers like and need to have information about what they are buying because they are interested and want to be informed and educated before they decide to buy. In addition, the more interesting, factual information the customer discovers about your offer, the better value they perceive it to be.
Why should this be so?
The majority of sales messages fail to produce the highest response possible because they fail to include a reason why. You must provide substantiation.
If you don't include a reason why, your sales message is simply a bland generalisation. It has no real substance or persuasive reason for anyone to believe you. What you are actually saying is “Here's my product, trust me it's really good; I haven't made the effort to tell you exactly why it's just right for you, but you should buy it anyway!”
But would you buy anything on a trust me and see basis? Of course you wouldn't! So don't expect you prospects or customers to either.
Why should your prospects prefer your offering rather than another supplier?
Why does it meet my requirements, solve my problems, make me look good? Why? Why? Why?
Always explain the reasons why people
should believe what you are saying ... Your enquiries and sales will improve dramatically if you do Your customers are intelligent, curious people. They are interested, but choosy.They will naturally ask questions about any messages they are presented with.
The more you can satisfy their curiosity, feed their intellect and answer their doubts with reasons why your service will deliver what you say it will, the more you will convert to your company.
You want prospects to fully appreciate the experience and expertise that goes into providing a level of service that is not delivered by other suppliers. Too often buyers are credited with a far greater understanding of exactly what work takes place than is actually the case.
An informed and educated prospect is a prospect ready to buy.
The psychology of buying cycles --
understand this and you will understand your customers First: the customer has to be in the market for the product or service that you're offering. Everyone is not your potential market, even if you had an everyday product. Your prospect first sees your print ad, sales letter, insert or flyer, or hears your radio ad, telemarketing call or sales presentation, and decides whether it is a relevant message or not.
Second: your prospect judges your offer, and compares its value with competing products or services. Is it in an affordable price band? Does it provided benefits he or she wants, needs, desires and aspires to? Third: many people buy on an emotional basis. Buyer emotions affect nearly all purchases by some degree or other. Most people will first decide to buy based on emotional factors, and then look to justify their urge to buy with logical reasons. Fourth: the need to justify the purchase decision extends beyond the customer himself. The buyer often has to justify the decision to buy from you to other people: family, friends, colleagues, in order to feel good about the purchase him or herself. You persuade prospects by providing logical, supporting facts, justifying the purchase by making it seem a smart decision. The more your prospective customer learns about your offer, the more he or she can judge its suitability, become emotionally attached to it, and be able to justifying buying from you. |
Common-Sense Marketing
You've just found the most powerful source of free marketing strategy, marketing plan and small business marketing ideas and tips on the internet
My Tools
Top Navigation
Sign up for the "Common Sense Marketing Revealed" Newsletter
Sign up now to receive your FREE subscription to Richard`s Marketing Tips newsletter. It`s packed full of innovative ideas you can use to grow a wildly profitable business. Worth £79 - yours FREE!
Privacy Policy:
Your details will be held in the strictest of confidence. We will NEVER share this information - for any reason whatsoever.
