What do we mean by this? It is generally common knowledge in the marketing world that people love to buy, but hate being sold.
So what’s a salesperson to do if someone is shopping for a mattress, meaning they’re walking out of that store with one unless an absolute customer service catastrophe happens?
One of two things will happen:
- 1. The customer will be self-serving and read the descriptions until they come upon a mattress they like.
- 2. The customer will ask for help, and grow ever impatient the longer it takes to come.
The questions is:
HOW DO WE KNOW WHICH CUSTOMER IS WHICH !?
The answer is:
These questions we’ve all heard before in retail, most people have just never thought to connect the dots.
The dots? They’re all using the same script!
A. “Do you know what you’re looking for today?”
B. “Oh no, this one’s a far better bang for your buck.”
C. “Let me know if you need help finding anything.” (Said to be a less intrusive version of #A)
D. “I’d personally buy this one, but I just work here.” (Don’t be that sarcastic, but this one is obviously meant to build trust and authority)
And so on…
Focussing on the benefits a feature provides for the customer such as ‘A Good Night’s Sleep’ helps them overcome that pesky decision making process that goes on every-time we buy something. (Even if we need it)
While features have the potential to benefit customers, they’re not, in themselves, the benefits. Benefits result from the feature. Answering the customer’s most crucial question: ‘What’s in it for me?’
At the end of the day, the right sales, and copywriting techniques, when properly applied, can command their own customer demand in almost any industry.
So long as you are there to supply it!
THE BLOCK BARD
Author | Head of Copy
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