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Featured
Article
Selected Articles From OC Business Executives
What
You Can Do to Increase Sales
Contributed
by Business
Expo Center
Are
you wondering why your sales are suffering even
though you've already made a few attempts at marketing
your product or service? Nowadays, making a successful
sale means creating relationships, forming bonds,
and showing your prospects how your business can
help solve their problems.
Think about how you would respond to this sales
pitch:
Our
newest dishwasher will make doing the dishes a
breeze and give you more time to do things for
yourself.
The
promise of having more time for yourself is appealing,
but the pitch is just not convincing. In all likelihood,
you would ignore it and not consider purchasing
the product.
Your
customers will react the same way if you don't
try to prove your value to them. You must show
people that they can benefit from what you have
to offer. To do this, you have to know what their
problems are, and you can't figure out their problems
until you've analyzed the smaller issues.
Let's
go back to our dishwasher example. It
is clear that having a dishwasher at home would
make things a little more convenient. But it's
not enough to just say that.
Instead of asking:
Do
you want to make life at home a lot easier?
Try
to figure out what annoys your customers:
- Are
you frustrated with the dishes that pile up
in the sink every night after dinner?
- Does
it take all night to complete your household
chores?
- Are
you tempted to dine out more frequently in order
to avoid cleaning up at home?
If you identify all the issues that make up the
root problem, you will end up with a good understanding
of what your customers want. However, you still
need to determine the root problem. This is important
because defining the problem for your customers
will help it become clear in their minds. It's
normal for people to realize that they are frustrated
with something but struggle with pinpointing the
problem. If you help them understand, you will
be more successful when you communicate the benefits
of your product.
So,
instead of saying:
Our
newest dishwasher will take away your frustration
with household chores.
You
would demonstrate your understanding of the problem
by saying:
Having
a career and taking care of a family at the same
time is not an easy task. After a long day at
work and an hour devoted to cooking dinner, cleaning
up is the last thing you want to do. All you want
is some time to spend with your family and the
rest of the night to relax and recover from the
day's workload.
By explaining the heart of the problem - the fact
that having to clean up after dinner is getting
in the way of spending quality time with the family
- you are proving that you can empathize with
your customers. In the end, if they believe that
you can genuinely relate to their problems, they
will be more likely to believe that your product
is their solution.
Now
you can present your solution. You need to show
that your product or service can help get rid
of all the annoying issues that your customers
face every day.
You
might want to explain:
The
newest addition to our line of automated dishwashers
is designed to work just as hard as you do, so
you can leave the cleaning to something else and
enjoy more quality time with your family.
By
taking the time to research the source of your
customers' frustration and then coming up with
a core problem, you have proven your credibility.
People are more likely to respond well when you
explain the benefits that you can offer because
you have:
-
Worked to identify the issues that your customers
are dealing with
- Explained
the problem in a way that customers can understand
- Logically
demonstrated that your product or service has
been created for the sole purpose of solving
this specific problem
Finally,
you need to bring all of this information together
and present it in a way that people can easily
understand. Whether you advertise with a website,
a billboard, or a flyer, your goal is the same.
You must communicate your value to people by incorporating
your research into your marketing efforts.
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The
Business
Expo Center is an event venue located in Anaheim,
CA that provides flexible and professional meeting
and event space. BEC holds networking events,
business conferences, expos, seminars, and presentations.
The center also has space for corporate or public
banquets and other special occasion gatherings.
For
more information, please call (714) 978-9000.
Authored by: Jennifer Nguyen
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