The Importance of Educating Your Customers
An indispensable and fundamental basis in your marketing goal
should be to educate your customers. You should first educate
them to your products or services.
Let's assume you sell houses. There are so many things to know
about owning a home, such as signing the agreement, inspection,
closing costs, title, tax advantages, city tax, home
appreciation, type of loans, PMI, credit history, how lenders
use individuals credit, how to improve credit, down payment
etc... that you should include all that in your advertising
material. You could have a report on how to buy a home, how to
improve credit, how to invest in real estate and that you could
give for free.
In other words you educate them on your services and your
company. You educate them so that they have a better
understanding of the many benefits that an individuals has when
he/she becomes a homeowners, which has the effect of endearing
you to them.
One of the most terrible mistakes I personally see is how many
businesses fail to educate their customers about the unique
advantages offered to them. May be you offer a better quality
product, may be you have a longer warranty, may be your support
is 24/7/365 days, and how about all the features you offer. What
comes with the package? You must state something that
differentiates you from your competition and that will allow you
to build your credibility.
Once you educate your customers you will notice that your
profits increase. Just think about how you make a purchase
decision. When you considering making a purchase decision you
most likely do not know much about the product or the service
and if you have unanswered questions you are less likely to buy
that product or service. If you educate your prospects on your
offer and show them all the benefits you will gain their trust
and they will most likely buy from you. Think about it. How can
you possibly make a buying decision if you do not know anything
about a product or service? Remember that when it comes to
spending money people want to make sure they are making the
right decision if not they will regret their purchase. Why not
helping them make that decision by educating them and comforting
by showing them that they are making a wide decision and it will
be good for them and their family.
Do not hesitate to show all the benefits and less positive
aspects of your offer and you will see a dramatic increase in
sales. Few companies realize that they must lead the customer to
action and to a decision. People need to be what to do to obtain
the product and service they inquire about. Therefore it is
extremely important that every sales letter, call or advertising
you do should include some kind of education on your offer. The
amazing thing is that people need to be led to action of buying.
If there is a difference in price between you and the
competition you must clearly explain it to the customers if not
there will not understand why. Individuals rarely question why a
price is higher or lower. They should question a low price for
something and consider the negative aspects of a product or
offer but remember that it is always tempting to buy something
cheaper as it translate in saving money which is a value to any
prospect who want to make a purchase.
An other important way to help prospects make their decision is
to give them some kind of guaranteed satisfaction on your
product or service. If for example you give them 30-day
unconditional money back guarantee you will dramatically
increase your sales. All benefits of you offer should be clearly
spelled out so that customers make an informed decision on your
offer. Make them feel comfortable, become their friend look for
their true interest not yours. Do not hesitate to tell someone
that your offer may not be good for them. I have no problem
advising businesses on not using a particular service if I think
they won't have any ROI. This type of attitude will greatly be
appreciated and in the future they won't hesitate to come back
to you for another service or product you may have or they may
as well refer someone to you.
Educate people to appreciate the value of what you have to
offer. You can't appreciate cookware until you are educated
about it. One of the best way to educate people is to give them
something for free. free booklet, free sample, free seminar,
free report etc...
Three effective communication vehicles include person-to-person
communication (seminars, conference call), through the mail
(direct mail advertising), or on the Internet (email
newsletter). The goal to educate your customers should also be
to position yourself as an industry expert. Reposition yourself
as the expert in your industry and you will be amazed to see
your profits soaring. Also keep in mind that educating people is
to show your true interest in seeing them satisfied with your
offer. If you do all this you will definitely set yourself apart
from your competition.
Andre Plessis
Andre Plessis Author & Marketing Consultant Savings4Merchants
http://savings4Merchants.com Big Marketing Ideas Without The Big
Spending! Copyright 2004