DON'T OVERLOOK THE 3 SPECIAL BENEFITS EVERY CUSTOMER WANTS FROM
YOU
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.
3. PERSONAL ATTENTION
Every prospect and customer wants personal attention. One way
you can provide it is by giving them an opportunity to ask
questions.
Only interested prospects will take the time to ask questions.
Many will buy from you if they get valuable information from
your answer. You can often include a promotion for your product
or service as part of your answer.
Answering questions is not time consuming. The same questions
will be repeated over and over again. But you only have to
answer each question once if you save your answer to a permanent
file. Copy it into your reply whenever you get that same
question again ...and revise it slightly to personalize your
response. You can answer questions quickly and your prospects
will appreciate your personal attention.
TIP: If you find yourself personally answering a lot of
questions, add a Questions and Answers page to your web site.
Post the answers to your most frequently asked questions. It
will reduce the number of questions you have to answer
individually. But remember, it also deprives you of an
opportunity to impress prospects with your personal attention.
Every customer wants fast results, easy procedures and personal
attention. Most won't ask for these benefits. But they won't buy
from you unless they get them. Make sure you provide all 3 of
these special benefits ...and look for ways to improve the
quality of each. Then watch how quickly your sales increase.