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Do you know what your customers really want? I mean REALLY want?
I'll get to the point. Have you ever heard of the radio station WIIFM?
It Stands for "WHAT'S IN IT FOR ME?" It's what your customers always think of first when listening to you talking about how wonderful your product, widget or service is.
It doesn't matter what you are selling? you have to cater to the customer's self-interest.
Put yourself in their shoes. Don't you do the same? When some boring website / sales person / leaflet goes on about how wonderful the company is or how long it's been in business I just switch right off.
Who cares?
I want to know how this is going to do one of the following:
make me more moneysave me timemake me more beautifulmake me feel fittermake me more attractive to the opposite sexmake me live longeretc?Are you starting to get the idea? People do not care about you or your company - unless you can appeal to their self-interest. We are at heart quite a selfish bunch.
Appeal to people's emotions and desires rather than using cold hard logic. When you talk about your product or service always let people know what THEY can get from it.
Remember we buy what we WANT, NOT WHAT WE NEED. Otherwise there would be no Porsche cars, designer labels, caviar or large fancy houses.
Have you done or experienced this before?
A couple of years ago I wanted an iPhone. My mentors had one, my friends were getting them, I was seeing them everywhere. But I had a perfectly good phone - I didn't 'need' an iPhone.
However every time I met someone who had one I would ask them what it was like and what was good about it. In truth I was gathering data to justify it. This lasted a few months.
At the same time my business was growing and I needed support in managing my diary. And I had to relinquish my much loved paper based diary, which I lived by - and move to Google Calendar. (This was a big deal at the time).
But of course I couldn't be getting my laptop out to book a sales conversation with someone I met at a networking meeting, could I?
So as soon as my wonderful VA told me to get an iPhone - that was it - I had the justification I needed to get one. I then did a bit more justifying - that it wouldn't cost much more than I was currently paying, it would allow me to check emails on the move, etc, etc. So I got one!
I wanted it - then justified it as a need.
And that is what we all do - whether you are conscious of it (as I was) or not.
The truth is we buy what we want and then justify it as a need.
Knowing this one piece of information will get you a lot more sales.
Not knowing it will cost you dearly.
Take a look at most business websites. They are just plain boring. They contain things like press releases, pictures of the company directors, buildings. They tell you how long they have been in business, how many combined years of experience they have, details of their products, etc, etc.
But how many of them tell you what they will do for YOU? Very few!
Please, please do not do this with your website. Appeal to your visitor's self-interest. Tell them what's in it for them.
In a nutshell, whenever you discuss your product/service let your prospect?
Know what's in it for them. Nobody cares about your qualifications and how pretty your building/office is.That you fully understand their problems and that you can solve them. Give them testimonials.Know that you have done things for other people just like them. Be specific and give examples. That way any suspicions that they have will be laid to rest.There you have it. Always remember to tune into WIIFM. Best of luck.
Melina Abbott helps small business owners get new customers and more sales. You can download her popular free bulletin - How to Attract New Customers in 7 Easy Steps - at http://www.businessbyresults.com/free-marketing-resource/
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