DON'T OVERLOOK THE THREE SPECIAL BENEFITS EVERY CUSTOMER WANTS FROM YOU
Whether They Ask or Not, Customers Are Looking For Three Things.
c2010 by Bob Leduc
Every customer looks for three 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 one or two 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 question 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 Frequently Asked Questions (FAQ) page to your website. Post the answers to these frequent 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 form you unless they get them. Make sure you provide all three of these special benefits...and look for ways to improve the quality of each. Then watch how quickly your sales increase.
Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a totally new edition of his best-selling manual, HOW TO BUILD YOUR SMALL BUSINESS FAST WITH SIMPLE POSTCARDS and several other publications to help small businesses grow and prosper.
For more information, contact Bob at:
Bob Leduc 7575 Rome Blvd Las Vegas, NV 89131 Email: BobLeduc@SierraNV.net Phone: (702) 658-1707 after 10 AM Pacific Time Website: http://BobLeduc.com
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