Do you like the idea of natural skin care products but actually purchase traditional products? Most of us do, including me. Sometimes the cost of natural skincare products makes us buy quantity over quality.
Make it about them
As you decide on product selection for your shop or blog, you’re thinking of the user, your future client. Thinking about your client shouldn’t stop at the buying level.
Every email you write, voicemail you leave and meeting you attend should place the focus squarely on the buyer. Constantly ask yourself the three Ws. Why me, What’s in it for them, Who cares, and customize each interaction accordingly.
Asking the three W’s
When you take the time to answer these three questions, you’ll also do your research.
- Why me? – asks about your brand. Does your brand resonate with the buyer?
- What’s in it for them? – asks how is your brand relevant to your buyer?
- Who cares? – If they don’t, you need to review your brand messaging, perhaps your services, pricing and other factors that may be impacting the buyer’s decision to not care about your brand.
Build Rapport, Tell a Story
If a customer enters your shop, you usually greet with, “Hi, how are you today?” and then, “What brings you in today?” Use “you phrasing” when you write your blog and emails.
And in a selling context, stories are a powerful way to illustrate the value of your solution to your prospect. Examples of stories can be testimonials, referrals, and case studies.
Don’t Over-Personalize Your Campaigns
Most marketers and salespeople believe the more personalized your outreach, the better your results. But you may be surprised to discover that highly personalized outreach isn’t as effective as less time-intensive personalization.
In a recent B2B personalization study, it showed that personalized emails had a higher open rate. However, while people may initially open an email that appears to speak directly to them, they feel let down when they discover it’s only a clever gimmick to grab their attention.
Introduce Unconsidered Needs
We are creatures of habit. We will base our sales message on the needs prospects tell you they have. When you do that, you’re then inclined to connect those identified needs to the specific capabilities that respond to those needs. You are now selling a standard solution, service or product like your competitor.
“If I’d asked customers what they wanted, they would have told me, ‘A faster horse!’Henry Ford
Here is the problem. You are delivering commodity messages that will not differentiate you from your competitors. Your competitors are selling a similar value brand message because they too are listening to the customer.
And because every service and product sounds the same, your prospects become indecisive. To create the urgency and to overcome the status quo bias, you need to introduce prospects to unconsidered needs, those unmet, underappreciated, or yet unknown problems or missed opportunities that are holding back their business.