Nowadays, customers are becoming more demanding and aware of their needs there as well, before they require a different approach than in the past. Thanks to the opportunities offered by the Internet, customers have extensive knowledge of both the product and the company. So, how to react when customers already know almost everything about the product that you offer? Is it possible not to act as a "talking" label? What do you present to customers to convince them that your product is the only one that can fully satisfy their needs?
Focus on emotions, create desire. Emotions are the door to making a purchase decision. People usually base their buying decision on emotions, and then justify it with logic. Therefore, refer to their emotions by applying the language of benefits. Features - the language of logic. Even people who claim they buy logically do so because it makes them feel better. Even the longest attribute list will not help if you do not support their benefits.
How do you learn to speak in terms of customer benefits? Create your offer on the model "Feature - Benefit". Using the language of benefits will allow you to connect your audience with your product. This is because your customers only care about one thing: “What's in it for me?”. As a starting point, learn to distinguish four basic levels:
- Features - this is what belongs to your product or idea. This feature is nothing but information, product description provided by the manufacturer. For example, this car you want to sell is equipped with a 220-horsepower V8 engine, anti-lock brakes, traction control, and front and side airbags.
- Benefits describe intangible assets associated with the product, not the face: the car is fast, safe and convenient
- Benefits are what these functions mean for your audience. This is a direct response to the customer's need and prompts him to make a purchasing decision. For example: a car is equipped with four airbags that ensure that you and your family are safe in the event of a collision. In addition, an attractive price allows you to allocate the money saved for a luxurious vacation with a loved one. Gray color means that you will have fewer visits to the car wash, which saves you time and money.
- Motives / Imagination: when you offer your service or product to a client, often refer to his subject world, touch his main motives and desires. You can create images in your mind so that he can experience how his life will change with this purchase. Use phrases like: “Just imagine ...” “You can imagine ...”
Your success in sales depends largely on what you say. Using arguments that relate directly to customer needs will prompt your customer to buy. Speaking in terms of advantages and focusing on the strengths of the product that are most important to your customer, will increase your chances of closing sales with a positive result.
So let your language be the language of benefits!
