There are a whole range of reasons why customers buy a
product or service. They usually buy to solve either real or
perceived problems. They want to move away from pain and
towards pleasure. They want to feel better after having made
the decision to buy a product or service than they did
before.
Customers will buy from you if you meet these criteria.
However there are other reasons they will buy from you
rather than your competitors.
1 – If they think you’re an expert and a specialist
2 – If they think you’re product or service is better
3 – If someone tells them to
Let’s look at each of these in turn –
#1 Customers want to know that you understand them and their
business. It therefore makes a great deal of sense to
specialise. Work in a niche and become known for it. For
example – If a customer is in the hospitality industry and
they know that you specialise in the supply of hygiene
products to that industry; then you’re more likely to
receive a call from them. They know that if they raise a
particular problem with you then you’ll understand.
#2 It makes sense to say that, people will come to you if
they think your product or service is better that your
competitors; so you’ve got to make sure they get that
message.
And it’s not all about selling – customers will form an
impression of your product or service by the image you
project.
I’m sure you’ve heard the saying – “you never get a second
chance to make a good first impression.”
If you want to draw customers to your business rather than
your competitors then everything about it must make a good
first impression. You – your business name – business cards
– your people – vehicles – stationary – web site – leaflets
and brochures – everything and anything about your business.
I recently passed a delivery truck from a local bakery. It
was the oldest, dirtiest vehicle I’ve seen in a long time. I
don’t thing I’ll buy any of their pies.
#3 Customers will come to you if someone else tells them to.
That someone will be one of your unpaid sales-force who say
wonderful things about you and your business to other
people.
They may be someone who has met you, has been impressed with
you and what you have to say. Or they may be an existing
customer or client who has experienced your superb customer
service. They might just be someone who has heard about how
good your products and service really are.
Discover how you can generate more business without having
to cold call!
Alan Fairweather is the author of “How to get More Sales
without Selling” This book is packed with practical things
that you can do to get customers to come to you .
Click here now
