It is easy to get into the habit of trying to offer reasons to people as to why they need your products. You deserve it. It is a reasonable price. Everyone needs one of these. Our service is the best. We offer the best quality. You name it! This is not a bad way to sell necessarily, but what if you started offering customers benefits, rather than reasons. What does this look like in the real world?
Know Your Market and Your Customers
Those are the same thing, right? Well, sort of. Knowing your market is knowing, in general, who you are selling to. If you have a way to do so however, knowing your customers as much as possible individually is even better. This may look like a simple conversation with regulars in your shop, or a survey online that is coordinated with your customer management program.
Whether in the form of an electronic report or everyday conversation with customers as they shop with you, knowing what their stage of life and specific needs are offers an advantage is selling benefits that your product or service can offer them.
Forget How “Great” Your Product or Service Is
Of course you believe what you have to offer is awesome. You need to forget why you think that and look at it from the customer’s point of view. What makes what you have to offer great for them? Work to put yourself in their shoes and figure out what you have to offer that best benefits them. Then, don’t focus on what you think is great about your product, but what is great in reference to what they need.
Focus on the Need You Fill for Them
If you have a great product it fills a need. It may fill different needs in different ways for different customers. If you offer child care during the off-hours, you may fill a need for the single mom that works nights, focus on that for those that have that need. You may also fill a need for the hardworking dad that wants to get mom away for the night. These are two different ways you basically fill the same need for different customers.
Show Them Their Need
Sometimes customers do not realize what you have to offer can benefit them. That is because they do not yet realize their need. At this point, you have to sell the benefit by first showing them their need. Help them to see how what you have benefits them because they actually have a need they do not even realize.
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