Happy day after Christmas. Hopefully you all had a wonderful time with family and friends yesterday. Today we are going to cover some more simple marketing techniques to help promote your business opportunity. For the last several days we have been covering simple, but effective marketing techniques and are going to continue this trend for a few more days. To date we have discussed promoting the values and identity of your business. We also talked about how you need to show your customer how much happier (getting them emotionally involved) they would be if they used your product or service. Today we are going to continue the ideas of getting your customers emotionally involved with your products.
As you are talking to people about your business opportunity, you do not want to give them too much information up front. You want to briefly touch on the benefits of your product, but do not want to get into the nitty-gritty details of the benefits of the products. Usually this is the first time your customer has seen your products, and too much information will cause their eyes to glaze over. They end up with information overload. The best technique for promoting your business opportunity is to touch on the biggest benefits and then, at the end of your presentation, summarize the benefits.
Summarizing the benefits at the end will help to organize the prospect's thoughts. By giving an overview, you are helping them to think clearly again. If you have been able to get your customer excited about your product, they may not be thinking clearly, summarizing the benefits will help the to focus again and feel better about their decision. You want your customer excited, but you do not want them regretting their decision once the excitement wears off. Your customer will appreciate you all the more for summarizing the benefits and helping them to think clearly before they make a major decision.
There also may be situations where you encounter a customer who is angry or frustrated with someone else who offers similar products to you. They may come to you complaining about either the products or how they were treated. This can be turned into another great marketing technique by answering that customer's complaint without bad-mouthing your competition. You will be hard-pressed to find a businesses that doesn't at some point or another does something to annoy their customers. It is your job to find out what was done to anger the customer and focus on not making that same mistake. By not doing what your competitor does, you may win the respect of that customer.
Again, I cannot stress the importance of NOT bad-mouthing your competition. It may be tempting, but it will not pay in the long run. Remember, no matter how good you think you are, you will at some point do something to annoy your customers too. If you do not say anything bad about your competition, you are again reinforcing your business values and identity. Your customers may actually like your competitor, but may be angry just this one time. If you say something bad about your competition, you risk angering your customer even more. If you listen to what they are complaining about and if you can repair the damage, that person will remember your good deed down the road. Even if they usually go to your competitor, by giving them a good feeling after talking with you, they may opt to come to you with their next desire.
If you focus on doing the opposite of what the competition does that aggravates customers, you will end up getting more business. Again, you are not saying bad things about your competition, you are just saying that you DON'T do that particular thing your competition does.
In our waterless business, what we do is take out the product the customer is interested in and let them work with the product before they make the purchase. We also try to get them to use the products on their specific vehicle. That way, the customer knows exactly what our products are going to do on their vehicle. There is no worry that we may have prepped our vehicle so that the product works better than it would normally. Some of our competitors will pre-treat the items they are demonstrating on, so the results are more impressive than they would normally be. By us using the customer's vehicle, we show that our products really do work without special work and the customer is more confident that what we tell them is really what will occur.
In summary, it is important to listen to your customer. If they are angry, don't get on the bandwagon and help to say bad things about your competition, listen to the customer's frustration and focus on not doing what the competition has done to irritate the customer. And, before you have the customer walk away, be sure that you have summarized the benefits of your products so the customer has a clear picture in their mind of what you and your products can do for them.
Until tomorrow...
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