Statistics show that 68% of the people who call and then don’t purchase do so because they feel you don’t care enough about their needs—they perceive you couldn’t care less whether they purchased from you. In other words, they perceive you’re indifferent toward them.
Does your business operate in a highly competitive market, where some competitors might be slashing prices only because they can!
You know that they simply don’t have the costs you carry because your business offers greater professionalism or experience and so on.
Well If you don’t show your customers that then they won’t understand why it’s important to choose you. You have to differentiate your business from your competitors.
Fact: Customers buy the differences they perceive about your business
Given that, it is critical that customers understand the differences between you and your competitors. Specifically, why what you offer is better than your competitors.
In fact, it is pivotal to tell every potential customer, in a benefit-oriented way, what your business does AND explain the way your business does it, so customers can spot those differences more easily.
The complete range of the products, services, expertise, and experience available through your business should be documented in a way that reminds current clients of the value of your service and lets any potential clients know why your business is better.
One great tool to assist in this process is the ‘6 Questions Test.’ (In fact, it could be 9 or 12 questions.)
This is a checklist, if you like, for your potential customers to work through. As they do that, they begin to understand the importance of some specific aspects, even technical aspects, of buying from your type of business.
By answering these questions, your customers will learn what it is they need to watch out for when making their buying decision—and, subtly, why yours is better.
They begin to understand why buying from you, despite a higher price, might be important. They begin to understand the value offered by your business.
They begin to understand technical aspects of your business or your work that really will make a difference to them in the long run. They start to believe you offer them more protection and less risk of losing their money or making the wrong decision. They begin to feel more confident in buying from you and, conversely, less interested in buying from your competitors.
In short, it helps them make the right decision—to buy from you!
And that’s simply because it’s a very powerful positioning tool. It really will help them understand the differences between you and your competitors.
You see, statistics show that it is NOT so much price that makes a buying decision (in fact, only 15% of the market shops on price alone). Rather it’s a lack of any other means of differentiating you over your competitors!
When someone calls your business for the price and gets it without any other benefits or information, they then call the next person and the next and have the same experience. Finally, they call someone who gives them a different price. Sure enough—they decide to go with the lowest price. At this point, though, have they been given ANY other reason to buy? Do they have anything OTHER than price to differentiate you from your competitors?
No. Of course not.
But things might be different if they were to call someone who asked them some questions, explained a few things, gave them some material to read, clearly showed them the differences, the real benefits, of their products or services, (or business itself), and only then gave them a price. That person would be able to make a decision on something other than price, wouldn’t they?
Of course they would.
In fact, they’d be far more likely to buy at that point. Your potential customers would finally be happy that someone had taken an interest in them and their needs instead of treating them with indifference.
This ‘6 Questions’ test is just one tool to help you persuade customers to buy from you
Better yet, you will have created a greater confidence in your business and your products and services without having to denigrate your competitors or actually say ‘we’re better.’ From a customer’s point of view, this is a far more appealing approach. And by using this tool, potential customers are simply better able to make that decision for themselves.
This ‘6 Questions’ test can be created in such a way that you explain what is important for making sure potential customers receive the greatest benefits from your type of business, products, or services.
It could be titled:
‘6 Questions you need to ask your [type of business] and how [your business name] answers them.’
‘6 Questions you need to ask your [type of business] before you commit.’
This information can be packaged in various ways, use it on your website, a brochure, a follow up email or maybe a flyer. As a tool, it can be used at various points in the sales process.
Ideally, this information should be technical, or at the very least talk about detail. It should explain issues your customers, or a ‘layperson’ would otherwise not know. It should also deal with any Frustrations customers have in dealing with your industry/business group.
You see, when you use this tool to educate potential customers about issues they otherwise simply wouldn’t know—the more detailed or technical it is— (a) the better value it has and (b) the more believable it is. It no longer feels like a piece of marketing hype. It is actually valuable information and really could help someone new at dealing with your kind of business or at buying your product or service.
Plus, being detailed, the answers to these questions can clearly show the difference between you and a competitor.
Bear in mind, you don’t have to limit yourself to just 6 technical questions and answers. Use as many as possible to make your potential customers question the services and products or standard of business they should be dealing with.
When you do this well it does two things: It nurtures your potential clients and gives your products and services a higher perceived value.
Better yet, by educating your clients, you’ll come across as the leader in your market, the most professional. Potential customers will appreciate the information and feel you care about delivering a quality product or service.
Our way of doing things is unique and it’s why it produces unique results for our clients…
We would love the opportunity to help you clear your head on what is the right way for you to accelerate your business…
We highly recommend you watch this step-by-step case study of how we grew Beefy’s Pies into a Famous Aussie Icon from a small stressed out bakery into a family owned chain. Click here to get all the insights into their success…
Or if you have heard enough about how we work with our small business owners, then let’s have an off the record chat about your current situation and see what we can do to immediately guide you…click this link to see what time best suits you.
P.S. Ask if our Boardroom Program intake is open for enrolments…It works best for business owners who see the benefit of having us on as their ‘external partner’ so that they are not alone in the day to day decisions of their business.