The 3 Special Benefits Every Customer Wants From
Every customer looks
for 3 special benefits when they do business with you. They may not
specifically ask for these benefits. But you're losing sales if you
don't automatically provide all 3.
1. FAST RESULTS
Prospective customers may take a long time
deciding whether or not they will buy from you. But once they decide to
buy, they expect instant results. When people buy a car they want to drive
it home today. When they sign up with a health club they expect to look
and feel better by the end of the week.
Look for ways you can reduce
the time your customers have to wait after a transaction before they can
start enjoying the results of their decision to buy. Try to deliver your
product at the point of sale. When that's not possible, look for creative
ways to provide a benefit your customer can start enjoying immediately.
For example, a publisher I know recently created a special package
combination of his latest "how-to" book in print and several eBooks on the
same subject. When customers order his new book, they can immediately
download the eBooks on their computer. They don't have to wait for the
hard-cover book to arrive before they can start enjoying the benefit they
2. EASY PROCEDURES
Customers want products that are easy to
use and services that produce results without disturbing their daily
routine. You can increase your sales by stressing the "easy to use"
characteristics of your product or service in all your promotions.
Convenience and ease of use are often more important to customers than
Simplify your buying procedure too. Make it easier for
customers to buy from you and you will get more sales. For example, many
online shoppers are impatient and won't tolerate a lengthy ordering
process. Minimize the number of times your customer has to click to
another screen when ordering online. Use a simple order form instead of a
shopping cart if you only offer 1 or 2 items. And don't ask them to give
you more information than you need to process their order.
3. PERSONAL ATTENTION
Every prospect and customer wants
personal attention. One way you can provide it is by giving them an
opportunity to ask questions. Only interested prospects will take the time
to ask questions. Many will buy from you if they get valuable information
from your answer. You can often include a promotion for your product or
service as part of your answer.
Answering questions is not time
consuming. The same questions will be repeated over and over again. But
you only have to answer each question once if you save your answer to a
permanent file. Copy it into your reply whenever you get that same
question again ...and revise it slightly to personalize your response. You
can answer questions quickly and your prospects will appreciate your
TIP: If you find yourself personally
answering a lot of questions, add a Questions and Answers page to your
website. Post the answers to your most frequently asked questions. It will
reduce the number of questions you have to answer individually. But
remember, it also deprives you of an opportunity to impress prospects with
your personal attention.
Every customer wants fast results, easy procedures and personal
attention. Most won't ask for these benefits. But they won't buy from you
unless they get them. Make sure you provide all 3 of these special
benefits ...and look for ways to improve the quality of each. Then watch
how quickly your sales increase.
Copyright 2001 by Bob Leduc. All rights reserved.
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... mailto:BobLeduc@aol.com?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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