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Your Customer’s Goals Come First
Understanding your customers wants and needs is the only viable way to build their trust and lead them through your sales cycle. Forget about trying to sell right away. Prospects need to be slowly educated to the benefits of your products and services.
Demonstrating how your products can help meet your prospect’s goals may require you alter your current core marketing message. Stop focusing on selling and start thinking of how you might educate your prospects. This can be done by offering free downloadable product guides, tips sheets, problem-solving case studies, and periodic newsletters.
Making sales is obviously critical to your business success, but understand that your chances of making a sale are low if you haven’t done enough preselling. Preselling warms up your prospects and places them in a buying frame of mind.
Focus on Benefits, Not Features
One big mistake is to talk about your product’s features as opposed to the benefits. When talking with prospects or creating your marketing brochures, make sure you bullet point the benefits of the product right at the very beginning. Show them how your product or service will solve their pressing problems.
Give Stuff Away
One of the best preselling strategies is to simply give away relevant and compelling information that helps your prospects solve a difficult business issue. Think of what you can create to help presell. Examples include short ebooks, product selection guides and relevant industry information.
The more quality stuff you give away, the more trust and credibility you’ll build and the more clients you’ll attract. Some aggressive marketers give away 95% of what they produce in order to sell the remaining 5%. This may sound like a poor strategy but it has literally made millionaire after millionaire.
My personal recommendation is to give away information in the form of ebooks, tip sheets or white papers. On the very last page of your download, you can add a little commercial about your products and services as well as your website URL and complete contact info.
In addition, you should require web visitors to enter their name and email so that you can start building an online list of interested contacts. Be careful to not ask for too much information at this stage. Most people will not fill out long forms even if the information is free.
Work to Develop a Winning Guarantee
There are many ways to stand out from the crowd that don’t rely on a particular product or service offering. Another way to do this is to create a compelling guarantee that no one else in your industry offers.
So what constitutes a compelling guarantee? How about a lifetime guarantee or a double your money back guarantee? Sure, you may get a few people to take you up on it, but you’ve now greatly reduced the friction to purchase as the prospect has nothing to lose.
Take some time and think about these four simple strategies. Taken together, they have the power to drastically increase your prospect to customer conversion rates.
Corte Swearingen has been marketing products for 18 years and is the creator of the Integral Marketing System eBook. His website, SmallBiz Marketing Tips, provides strategy articles and product reviews to help business owners grow their profits.
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