Have you ever wondered how you can sell more of your product? Below are six key ways to help you do this immediately.
People buy People, Feelings, and Experience.
Think about the products you buy. These might include the cologne you wear, clothing labels, skincare products, club membership, the restaurant, pubs or hair salons you frequent, etc. Think about what led you to try the products and then about what led you to buy the products. Perhaps you think it was because they are superior to others or maybe it was because they were the most inexpensive. There are many reasons why people think they buy products.
Now let’s look at why people really buy products. To illustrate we will look at two scenarios, whereby cologne is promoted in two different ways, both via a TV advertisement.
The cologne is shown to be contained in a plain white plastic bottle and on the front, displayed in faded red, is the word Cologne. The advert features an unshaven scrawny man with greasy scruffy hair and he is wearing dirty clothes. He holds the product to the camera and in a slow monotone voice he proceeds to tell you how amazing it is and how lovely it will make you smell. His posture is limp and he looks somewhat depressed.
The same cologne is shown to be contained in a crystal blue glass bottle and written on the front in clean metallic font is Forever Fresh. The ad features a clean-shaven, strong attractive healthy man. He is well dressed and his posture is confident. He looks happy and portrays that he is enjoying life. Instead of talking to camera, a confident voiceover expresses the core message toward the end of the advert.
Based on the above scenarios do you think there would be a difference in sales, even though the exact same product is being promoted in both adverts? There shouldn’t be, right? After all, product is product, irrelevant of good marketing. Of course there would be a difference! Logic might tell us that it wouldn’t matter what way the product is presented, but the reality is, and research supports this time and again, people buy because of positive association, not because of logic. They buy people, feelings and experiences that make them feel good and that are associated with the product being sold. Make sure there is a positive association with your product at all times.
Let’s take another example. I want to sell a three bed semi-detached house. My prospects are a young outgoing couple.
Scenario 1: I talk about the child-friendly set up.
Scenario 2: I talk about how great the open layout is for parties and how great it would be to have barbeques on the garden lovely terrace in the evenings etc If presenting the same semi-detached house to a couple with young children, I might decide to focus on the open layout being great for child observation purposes and how great the terrace would be for playing on. I might also choose to talk about the safe enclosed garden etc.
Look for what your prospective buyer wants and create the positive association with what you are offering? Look for what motivates them to buy and give it to them. What experience is your buyer looking for?
Find the Need and Fulfil it
Work out what your customer wants, not what you think they should want. What gap needs to be filled that your competitors are not filling? You can identify this by listening to your customer. Take the time to engage them. Ask them questions and let them tell you their wants and needs. This might be as simple as asking them what they would change/improve about an existing similar product. Find out as much as you can and deliver!
Clarify your mission
Understand your business niche. What makes you better than everyone else in the industry? Who needs what you do? How do you best approach these prospects?
How much are they willing to pay? Clarify.
Perceived advantage is built on factors like convenience, speed, prestige, exclusivity, etc. Look for a way to make your buyer’s life easier and more enjoyable. People have become creatures of convenience and speed and we like to impress by prestige and exclusivity. Look at the average person’s choices: They choose a computer over a type-writer, a mobile phone over a static phone, a microwave over a slow-cooker, take-outs over hours at a stove following a hard day at work, designer labels over a high street equivalent etc. Convenience, speed, prestige and exclusivity help people to buy. Make your product’s benefits obvious!
Create Belief in Your Product.
Portraying belief in your product is very important. You can have the best sales presentation in the world, but unless you portray belief in your product, you won’t sell it. Let your buyer know that your product is worth buying. Create excitement by being excited about it. It is human nature to match other people’s emotions. Make sure the emotion they experience is positive belief!
Offer a FREE Sample
Everyone loves something for nothing. We love FREE. Give people a free sample of your product. If your product is good enough, which I assume it is, the amount it will cost you will be miniscule in comparison to the return you will get when they buy your product. Law of averages is that if people like a product, they will buy it, no matter what. For example, a smoker may complain that they can’t afford many things in life but when it comes to buying cigarettes the money always seems to be there. People find money if the desire is big enough. Make sure your product sample creates that desire!