Features and Benefits (Part 2)
Every customer looks for 3 special benefits when they do business with you. They may not specifically ask for these benefits. But you could lose sales if you don't show that you can provide all 3.
1. Fast Results 2. Easy Procedures
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 hi-fi system they want to take it home today. When they sign up with a gym, they expect to look and feel better by the end of the week!
Look for ways that can reduce the time your customers have to wait after a transaction before they can start enjoying the results of their buying decision.
Try to deliver your product immediately. When that's not possible, look for creative ways to provide a benefit in the shortest time possible.
Customers want products that are easy to use and services that produce results with as little effort as possible.
Stressing the "easy to use" characteristics of your product or service in all your promotions will make the customer more willing to buy. 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.
Notice, for example, how easy it is to get a loan or mortgage these days, very often all that is required is a signature as all the paperwork has been filled in by the loan company on a telephone questionnaire.
3. Personal Attention
Every prospect and customer wants personal attention.
When selling a house or a car for example, it is the most attentive salesperson who really gives time to the prospective customer, who most often lands the sale.
One way you can provide it is by giving them an opportunity to ask questions.
Many will buy from you if they get valuable information from your answers
So most prospective customers want
· Fast results,
· Easy procedures
· 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 and you will find that extra business!
