Whether you own a retail business or a service business, chances are you’re selling the wrong thing.
Let that sink in.
What comes to mind? Are you skeptical? Then let me ask you this…
Do you have double-digit conversion rates? If not, I can tell you why. You’re selling the wrong thing!
Most of us have grown up surrounded by companies that show off their products features. “Open 24 hours.” “This TV is high-def.” “This meal can go from frozen to the table in 3 minutes flat.” The problem with that line of thinking is that unless your customer is looking for that specific feature, at that specific time, they just don’t care. You can’t help them. And when they do need those features, they don’t remember you. You didn’t make an impact. That’s why feature selling is wrong.
Stop Selling Your Product and Start Selling the Problem it Solves
When you sell the solution instead of the feature, you disrupt people. They pay attention. They remember you.
Rather than telling your customers that you are, “Open 24 hours” you tell them, “We’ll be here for you when your child wakes up at 2am with poison ivy. “We’ll be open when your pregnant wife wants ice cream at midnight.” By selling them a solution you’ve connected with them on an emotional level. You’ve made every man with a pregnant wife pay attention. Every mother with an adventurous child will remember you.
We Teach You to Connect to Your Customers on an Emotional Level
One of the first things we do with our new clients is to define a list of emotional problems their customers face. We test and measure these emotional problems by asking their current customers to rate their concerns. Those survey responses are then compiled to produce the top concerns their customers want addressed. Only then can you develop a marketing strategy devoted to solving your customers’ problems.
What Makes You Better Than Your Competition?
Most of the time, this question can be easily answered by selling the solution while your competition continues to sell their features. But sometimes we have to dig deeper. We have to build an emotional profile.
An emotional profile defines the prospects that have an emotional reason to buy. These emotionally driven people are the most likely customers to purchase from you over and over again. These consumers are most likely to spend more money in your business. These are the customers that breathe brand loyalty. We call them your “A-list” customers. They are better described by saying they are the 20% of your customers giving you 80% of your profits.
When you put these customers first and focus your attention on solving their emotional needs, you turn them into customers who want to buy from you rather than your competition.