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Every customer looks for 3 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
Prospective customers may take a long time deciding whether
or not they will buy from you. But once they decide to buy,
they expect instant results. When people buy a car they want
to drive it home today. When they sign up with a health club
they expect to look and feel better by the end of the week.
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
Customers want products that are easy to use and services
that produce results without disturbing their daily routine.
You can increase your sales by stressing the "easy to use"
characteristics of your product or service in all your
promotions. Convenience and ease of use are often more
important to customers than price.
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.
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