Satisfy people with valuable additions; example: Awnings add spaces onto houses & block harsh sunlight & light rain. Awnings combine effects of shelter & being outside. Screen walls are added to keep out insects.
It's important to help people maintain or improve circumstances more than just satisfying typical needs & desires.
Customize offers for people's needs. Help people increase benefits & avoid risks of pursuing benefits. Fill in the blanks - 'People would enjoy ___ if they could avoid __.' Eliminate what prevents them from having what they need & want.
To improve conditions, what could be added or removed? Example: Will people accept awnings without screens?
Help people improve circumstances by increasing their abilities with upgraded possessions or rented products.
By offering lessons & plans with basic tools, you help people improve skills & conditions. When you accept trade-ins of basic tools, people can get advanced tools & you can offer affordable basic tools to others.
Promote your expertise to make your store a source of superior products & information about choosing & using products. It'll help people trust you & become familiar with your store.
Help people get more benefits from what they have; example: A dealer can help customers choose a propane or natural gas grill.
If somebody has natural gas service & often will use a grill, a natural gas model could be more convenient & safer.
After pipes are installed, using natural gas could be safer than disconnecting, hauling, refilling & connecting propane tanks.
Better Reputation From Beneficial Services
Build your reputation by focusing on what people need to buy instead of what you need to sell.
While big retailers cut service, increase your profits by explaining how products & services fit local conditions.
When you observe people's actions & ask about their needs & desires, your inventory will help customers & will be profitable for you.
Confirm what people need by asking questions: 'Do you have __? Do you know how _? Have you ever __?'
If you're uncomfortable about asking questions, show what people need & invite them to ask questions. You can refer them to information sources to indicate what to learn before starting projects.
By exchanging information, you help customers get maximum value. They're apt to buy from you again & give you referrals.
Extra Efforts Can Bring You More Sales.
Overwhelmed people might hesitate to buy because they don't understand things. Here are miscellaneous issues to consider:
Do people's desired results fit their circumstances or should they consider other options?
Help people learn skills (how & when to use tools & materials), so they understand what's necessary to create & maintain benefits.
Interpret product specifications to prescribe the best solutions.
Combine products & services to create the best benefits.
Show how to schedule things in time segments.
Realistic Budgets & Time Commitments
You can help people plan how much time & money to invest in tasks. If they aren't ready for the effort & expense, they might lose interest & the activity will be crowded out by other priorities.
To keep customers returning, make things interesting & easy. The novelty can wear off & products won't be used. Bored people won't be long-term customers & might say the products aren't worthwhile.
What are ways to keep products & activities interesting? People might buy accessories to change the challenge level or add novel aspects. Is there a product version requiring less time & energy?
Rentals have little risk, so people can try things. If people lose interest in a rented product, others can rent it.
People Need Facts
In some communities, groups look for activities & subjects for classes. By sponsoring classes, you'll help people keep interests alive by sharing them.
Sponsorships also help you because groups promote activities & classes.
In ads & classes, information helps people choose activities & they might prefer your store.
People might need help finding products for improving their lives because ads don't have enough information. When people do web searches for product information, they might buy from businesses that provide the best information.
If you want to sell, tell how products are special. Tell about extra value you add to products to make people's lives easier.
Advertising should help people choose & use the best products for their goals.
You can provide a wide perspective of practical knowledge about producing specialized solutions for local problems.
Create more value by tracking consumers' needs, technology & competitors' offers.
What would solve problems without overshooting people's needs & exceeding their budgets? You can help people determine if a general solution is enough or if they should invest in a specialized solution.
Promote your expertise in a solution category, so you can show how your offers fit results people need.
Invite people to ask about using products for their goals. Example: Though product packages have instructions, provide plans for achieving results. You can sell products for those plans.
Your Business's Purpose
Attract people by promoting your business's purpose. Your business's purpose should be helping people achieve specific results.
Help people adjust their environments as their needs & desires change. Help people change, then maintain their lives at desired levels.
Entice people to return to pursue more happiness. Show you have more treasures than they can experience in a short time.
Goal pursuits should be planned. As plans are formed, show how tools & materials fit the plans. Products & plans can be put together in self-service kits. For people who need more help, you can offer full-service kits.
Whether you offer full-service or self-service kits, your options should exceed what people could develop without your help.
Each kit can offer benefits for various budgets.
Show how your offers make results achievable instead of offering miscellaneous products.
Promotions Should Focus On People's Goals.
You need research to determine which resources to prepare & what to promote.
Why do people hesitate about pursuing goals? Do they need help clarifying what they need?
Would they be confident if they had lessons & could rent equipment? Are they more satisfied when they plan experiences? Are they more satisfied with things they make or ready-made products?
Do people want traditional or innovative options?
As they discuss preferences, you might suggest alternatives for better results. People can only make ordinary decisions until they receive extraordinary offers.
You can persuade people to prefer your offers as you learn what's more attractive than other options.
Big retailers compete based on products. It's important to help people get specific results from products.
As you consider which benefits to offer, think about these issues:
Do competitors offer the same benefits? How can you make benefits more specific to customers' goals?
Do competitors help customers choose the best product version for their conditions?
Do competitors help customers get maximum results or is it total self-service?
Do self-service retailers imply a lack of concern for customers?
People can be comfortable with retailers who use expertise to carefully serve them instead of just selling for profits. You might be more credible if you show concern about people & their results.
It's important to provide mental benefits. Confidence is a benefit. Some feel confident if they get step-by-step guidance & others prefer a few helpful hints.
Help people be sure they can use products well & products will safely solve problems. Guesses leads to more stresses.
Your expertise & concern for people should be part of your business differentiation.
Ask about customers' needs & conditions, so you can provide specific instructions. Guide them with details to find causes & effects, so products, plans & solutions will fit problems.
When you provide written instructions, you can include liability disclaimers (ask a lawyer).
Clear up misconceptions about what products will & won't do.
Help people be certain about what to expect & how to adjust results. When people know what to expect step-by-step, they can recognize variations & can stop to ask for advice.
As you learn about local conditions & product limitations, you'll know what to expect. As customers describe their conditions, goals & preliminary results, you can help eliminate or decrease trouble.
People Like Special Offers
Compare your offers & service with competitors in your advertising. Example: 'Do our competitors have (specific benefit)? Will our competitors help you solve problems step-by-step? Any store will sell you any product, but we'll help you find what you need.'
Show people are special by making special efforts to serve them. When competitors make dull offers, it implies consumers prefer dull products.
People are interested in details about solutions, so make specific offers, example: A window company explains why Wisconsinites need specific windows. It explains the materials, manufacturing & installation differences.
Technology changes regularly. Help customers decide if the newest technology is worth a higher price or if they should use older technology.
Help customers compare warranties & other benefits, example: A more fuel efficient car might have a shorter warranty.
In addition to product & service offers, offer your expertise as a secondary benefit. Example: 'We have what you need for (specific conditions). We provide the right products & knowledge you need for the right solution.'
Encourage people to be sure they buy the right solution. Examples: 'Before you leave any store be sure you have (checklist). Before you accept an offer, be sure you know (checklist).'
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2018 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
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