Before a Customer Will Buy Customers buy from you because they expect to get something more valuable to them than the money they pay for it. You can assure them of getting that value by answering 7 important questions. Prospective buyers usually don't ask these questions. They may not even think of them. But they won't buy from you until all 7 questions are answered in their mind. 1. EXACTLY WHAT ARE YOU PROPOSING? Prospects won't buy unless they know exactly what you're offering them. Make your proposition simple and easy to understand. 2. WHAT'S IN IT FOR ME? Prospective customers don't really care about you or your company. They only care about how they can personally benefit by using your product or service. Tell them what they want to know. Describe in detail how their life will improve when they buy your product or service -- and why it's worth the price. 3. HOW FAST CAN I GET IT? The faster you can deliver your product or service the more sales you'll get. Consider offering an option for overnight delivery if you sell something that cannot be delivered immediately after being purchased. One Internet marketer told me her orders increased almost 30 percent when she added the option for overnight delivery -- even though she charged the additional cost to the customer. 4. WHAT IF I DON'T LIKE IT? People are reluctant to risk the chance of not getting what they expect after buying your product or service. Offer the most liberal guarantee you can afford. An unconditional, money back guarantee will produce the most sales because it completely eliminates all of the customer's risk. State your guarantee prominently and in detail. Clearly reveal any conditions that apply. 5. WHY SHOULD I BELIEVE YOU? A prospective customer will not buy from you until you remove all doubt in his or her mind that you can and will deliver exactly what you promise. Testimonials are a powerful tool you can use to accomplish this. They provide proof you've already delivered satisfaction to other customers. TIP: Avoid using any claim that sounds exaggerated ...even if it's true. A bold claim creates doubt in your prospect's mind and jeopardizes the sale. Reduce any bold claims to a more believable level. 6. IS MY DECISION TO BUY A GOOD ONE? Customers usually make an emotional decision to buy. Then they look for logical reasons to prove their decision was a wise one. That's the time for you to talk about how long you've been in business, how experienced you are or how much research went into developing your product or service. It provides the logical reasons your customer needs to justify their emotional decision. 7. HOW DO I GET IT? Did you ever walk out of a store empty handed instead of waiting in a long line for somebody to take your money. I have. Many buyers abandon their orders at online shopping carts instead of trying to figure out the confusing instructions. It's a total waste to lose sales from ready buyers because the buying process is too complicated or lengthy. Don't let that happen to you. Make sure your buying process is simple, easy and fast. A prospective customer won't buy from you until all 7 of these questions are answered in his or her mind. Take some time now to review your web site and other sales tools. Do they clearly answer all of these questions? If not, revise them so they do. You'll see an immediate increase in the number of sales you get. ============================================== Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled "How to Build Your Small Business Fast With Simple Postcards" and several other publications to help small businesses grow and prosper. For more information... Email: [email protected] Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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