Last month we talked about the concept of Education Based
Marketing. We shared with you the fact that your target
market consists of people at various stages of the buying
cycle and the importance of addressing each of those
different needs, depending on where they are in the cycle.
Do this well and you gain a big opportunity.
This month, let’s talk about what all buyers want.
It doesn’t matter what the product or service is, as
consumers we all want the same thing.
We want to feel like we made the right decision about what
we bought. We want to feel like we bought the right product
at the right time at the right price from the right business.
Let’s work on that point. How do buyers know they have
made the right decision?
By being informed consumers of course! And today, it’s
pretty easy for consumers to be informed if they want to
look. Just about anything you want to know can be found
quickly by reading the right magazines, talking to the right
people or by browsing the internet. It’s a pretty good bet that
if you want to spend the time looking, you will find more
information than you can practically deal with, on any subject
that you care to think about. But all this available information
can be overwhelming.
So, how does this help us as business owners, sell more
products?
By being the one who provides the information (education)
to the buyer, helping them become better informed and
making it easy at the same time. In your marketing you
should be providing key decision making information about
your product and your company so that consumers don’t
have to go elsewhere to find it. Make it as easy as possible
for your prospects to become informed!
What are the differentiators that you have to offer? What are
the pitfalls of buying your product or service, what are the
tips that will help consumers get the best out of their
purchase?
Several things happen when you do this. First of all, you
instantly become the expert. Whenever we see articles,
presentations or reports about anything, we automatically
assume that the person providing the information is an
expert…until proven differently. So by providing expert
information, you can gain instant credibility with your target
market.
Secondly, you are making it easier for your customers to
buy. This is a key ingredient to making them want to buy
from you! By giving them all the information they require to
feel good about their purchasing decision, they will tend to
want to continue dealing with you.
Another key advantage of providing consumers the
education they need to buy your product or service is that
you begin a relationship with them much earlier in the sales
cycle than if you are simply providing that product when they
are ready to buy.
Let’s say you provide a short ad in the paper offering a free
report on why it is important to regularly have your furnace
serviced and the trouble one can avoid through regular
maintenance. Now, I as a home owner may not be ready to
buy your service, but I may be interested enough to order
your report because I think I should be informed on this
issue. I get the report and learn some interesting facts,
making a mental note to get my furnace serviced before the
winter arrives.
Some months later, when the winter is approaching I decide
to get the service performed. Who do you think I call? You,
of course, the person who made the effort to educate me on
the issue. You caught my attention before I was ready to
buy, and when I was ready to go…you were the one I
thought of and spent my money with.
There are many ways to provide valuable information to your
target market to help them move along the buying cycle.
Look for our next article in this series for thoughts on how to
develop your relationship with suspects and prospects. In
doing so, you’ll convert more of them to customers.
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
Marketing. We shared with you the fact that your target
market consists of people at various stages of the buying
cycle and the importance of addressing each of those
different needs, depending on where they are in the cycle.
Do this well and you gain a big opportunity.
This month, let’s talk about what all buyers want.
It doesn’t matter what the product or service is, as
consumers we all want the same thing.
We want to feel like we made the right decision about what
we bought. We want to feel like we bought the right product
at the right time at the right price from the right business.
Let’s work on that point. How do buyers know they have
made the right decision?
By being informed consumers of course! And today, it’s
pretty easy for consumers to be informed if they want to
look. Just about anything you want to know can be found
quickly by reading the right magazines, talking to the right
people or by browsing the internet. It’s a pretty good bet that
if you want to spend the time looking, you will find more
information than you can practically deal with, on any subject
that you care to think about. But all this available information
can be overwhelming.
So, how does this help us as business owners, sell more
products?
By being the one who provides the information (education)
to the buyer, helping them become better informed and
making it easy at the same time. In your marketing you
should be providing key decision making information about
your product and your company so that consumers don’t
have to go elsewhere to find it. Make it as easy as possible
for your prospects to become informed!
What are the differentiators that you have to offer? What are
the pitfalls of buying your product or service, what are the
tips that will help consumers get the best out of their
purchase?
Several things happen when you do this. First of all, you
instantly become the expert. Whenever we see articles,
presentations or reports about anything, we automatically
assume that the person providing the information is an
expert…until proven differently. So by providing expert
information, you can gain instant credibility with your target
market.
Secondly, you are making it easier for your customers to
buy. This is a key ingredient to making them want to buy
from you! By giving them all the information they require to
feel good about their purchasing decision, they will tend to
want to continue dealing with you.
Another key advantage of providing consumers the
education they need to buy your product or service is that
you begin a relationship with them much earlier in the sales
cycle than if you are simply providing that product when they
are ready to buy.
Let’s say you provide a short ad in the paper offering a free
report on why it is important to regularly have your furnace
serviced and the trouble one can avoid through regular
maintenance. Now, I as a home owner may not be ready to
buy your service, but I may be interested enough to order
your report because I think I should be informed on this
issue. I get the report and learn some interesting facts,
making a mental note to get my furnace serviced before the
winter arrives.
Some months later, when the winter is approaching I decide
to get the service performed. Who do you think I call? You,
of course, the person who made the effort to educate me on
the issue. You caught my attention before I was ready to
buy, and when I was ready to go…you were the one I
thought of and spent my money with.
There are many ways to provide valuable information to your
target market to help them move along the buying cycle.
Look for our next article in this series for thoughts on how to
develop your relationship with suspects and prospects. In
doing so, you’ll convert more of them to customers.
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
What all buyers want…
and how you can make sure you’re the one
giving it to them.
and how you can make sure you’re the one
giving it to them.
**Attn: eZine editors
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
| Feel free to use this article |