Whether you are a solo entrepreneur, or, a seasoned pro, you must be able to convince your prospects that there is a positive return on their investment if they deal with your company. In simpler words, they must be able to see the absolute benefits of using you. Your sales pitch will not cut this mustard alone. Nor will your brand image. It’s a never-ending exercise that you need to perform with every prospective client. This should be a quintessential aspect of your small business marketing strategy.
I wrote at length about this within a context of web-marketing mix for your web business. Here is what you should be prepared to answer to assure a return:-
- Is the overall experience going to be memorable? How?
- Is the service/product worth the money they will spend? Why?
- Does your product/service truly satiate the desire that triggered this action? How?
- Do you have a track record of satisfied clients? Show.
- What do you understand about my problem that your product/service claims to solve?
The list might seem like an after-sales survey questionnaire to some of you expert market researchers. But you MUST communicate this to your clients BEFORE the sale. This is thousand-times more relevant for online businesses. Here is why you MUST have these ‘assurance’ answers:-
- Explaining these questions will help you in defining your USP i.e. Unique Value Proposition. You need a USP to differentiate from your competitions. It defines your online business.
- Integrating this though process in your sales copy on your website/email shots will answer so many doubts automatically. This will screen and qualify lot more visitors into sales. Remember, in online transactions your customer does not have the opportunity to raise doubts via phone or face-to-face meeting, generally speaking.
I look forward to hear how many of you think this is absolutely vital and how many consider this going too far with sales theory. In my experience, successful businesses by luck or by default find the answers and relay successfully to their prospects to turn them into loyal clients. This is not optional , is it?
- Image Courtesy Flickr:Yourclimbing.com
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