... continued from Cover
impressing other people. That is the desired outcome that matters.
2.
IS YOUR PRODUCT OR SERVICE DELIVERING ON THAT OUTCOME? In other words, are you providing enough value?
Can you add more value with additional benefits, like free list maintenance (one of our perks at Newsletter Pro) or prioritized time slots for Invisalign patients? How about eliminating barriers between your customers and their goals? The more you can align your service and your deliverable with the customer’s desired outcome, the easier it will be for you to sell. ARE YOU MARKETING
3.
YOUR PRODUCT OR SERVICE BASED ON THE OUTCOME YOUR CUSTOMER WANTS?
Simply aligning your service with your customer’s desire isn’t good enough. You have to communicate that you’ll fulfill that desire. Most businesses just hope their customers understand their value proposition and try to sell on price, but that doesn’t work. If you want to sell more, you need to
perceived value. That’s where they mess up. Value matters an insane amount! If you want to find a better value proposition for your product in today’s market, you can do it by answering these three questions. WHAT OUTCOME ARE YOUR CUSTOMERS AND CLIENTS BUYING? Start by looking at the basics: Do they want more time, more money, or better health? Or do they need this thing to survive and keep their family together? Then, get specific. What is the core reason people buy from you? Let’s look at a B2B example. Here at Newsletter Pro, the basic reason our customers work with us is to make more money and save time. But the core reason is that their customers aren’t buying enough, aren’t referring enough new business, and aren’t sticking around, which means their lifetime value (LTV) isn’t good. You can easily do this for a B2C company, too. Take a dentist who sells Invisalign. The basic reason their customers come in is to improve their health and beauty. The core reason is that they want straighter, healthier teeth and to rake in compliments at that next wedding, family reunion, or Christmas party! They’re really focused on transformation and 1.
focus your marketing on the outcome for the customer. How will they feel? What will they experience? How will you help them achieve that? Instead of promoting the price of your Invisalign, for example, you should paint a picture of the splash your patient will make at that Christmas party. If you follow the formula I laid out, you won’t have a problem selling. In fact, you won’t be “selling” in the traditional sense at all. You’ll educate and inform, and people will buy without worrying about your price because when a customer really, truly believes you’ll give them the outcome they desire, money is basically no object. They’ll find the money to pay you. People who’ve told you in the past they can’t afford you will suddenly work harder, do overtime, and cut other spending to get what they want. Getting this right will make selling almost effortless. It will allow you to generate more revenue, get more business, and close more deals without putting in more effort OR lowering your prices. Next time you’re tempted to ask for less, think about this article and examine your value instead.
- Shaun
2
www.newsletterpro.com
Made with FlippingBook Ebook Creator