Deciding who your audience might be
Have you often wondered who you are supposed to be selling to or even what they want?
I am sure many of us have pondered the question more than once. We are told to target your audience and you think, “I don’t care. I just want to sell to whoever will buy from me.” This is true, but being generalized you end up with no one feeling any connection to what you are selling.
If a potential customer gets lost during the selling process they will feel the product is not for them. If you can’t find a way to make it about them, your marketing plan is lost. They may actually be your ideal client but unless they see the connection of what they want or think they want you lose the sale.
Presenting your product
How you present your product or your service is crucial if you are to make a sale. How you relate to your ideal customer in fulfilling their needs and desires will make the biggest impact as to if they buy from you.
Your ideal customer is not interested in the features of your product. Even if your features are so important to the function, the mechanisms of the product might be what drives the running and performance of the product. Sorry to say but your customer is only interested in the benefits.
Benefits will persuade the art of buying. Will this product supply the customer with the right emotion? Will it perform to a desire or a need for the customer? Only when a product fulfills the core emotions that drive the desire to own the product then they will part with their money.
I want a product not because I can’t live without it, but because my life would be easier or more rewarding with it. Whether it fulfills an image desire or an ease of doing a job or task more efficiently will all play in the factor of buying a product or service.
Not the features
You may think the features of your product are highly important and they could very well be. Once you have convinced your customer that the benefits are exactly what they are looking for, then you can solidify the deal by presenting the features, which will justify the purchase.
They may have tried a similar product before and know that when it worked it was great. This is where the feature comes into play. Maybe that the product is made with metal fittings and not plastic will be a convincing feature to sell your customer on your product. With better parts in the manufacturing of a product can justify the price tag over a cheaper model. Features are important but benefits are what convinces the customer to buy.