Question 2: You’ve convinced me I need this product/service. Why should I buy it from you?
One of the most famous ads of all time came from McGraw-Hill. It featured a bespeckled man in a brown suit sitting in a chair staring into the camera. The copy read:
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now, what was it you wanted to sell me?”
Nobody ever got fired for buying IBM. But you’re not IBM
If you’ve got a software program that meets my needs and costs $20.00, sure, I’ll try it. I’ve a lot to gain and little to lose.
If you offer a complex software program that costs $250,000 and requires integrating new hardware into my network, extensive IT and departmental training plus a shake-out period to eliminate bugs—all from a company I’ve never heard of—you better be damn convincing.
You better offer reputable testimonials from people I respect, proven performance and sales to companies I know, and then maybe—maybe—I’ll consider it.
If I’ve been using XYZ Temps and you want me to switch to your company, you have to overcome my inertia. It’s much easier to continue working with someone I know, even if I’m not completely happy with them. You want my business? Convince me to change.
How do I convince thee? Let me count the ways
If you want my business you’ve got to earn my trust.
Convince me that you can deliver what you say you can. That it will work the way you claim. That the benefits I’ll receive meet or exceed your promises.
Convince me you’ll take care of me. That your technicians and repair people are available when I need them. That deliveries will be on time. That your customer service acts like I’m their only customer. That you’ll still be in business next year.
Convince me I’ll be better off with you than without you. That you will help my company:
- Improve productivity
- Lower costs
- Improve profits
- Provide better customer service
- Maintain a competitive edge
- Enjoy peace of mind
If you can’t convince me of all, then you better convince me you’re IBM.
Agree or disagree?
Next: Question 3: What’s in it for me?
Image: Michelle Meiklejohn
Alan Graner is Chief Creative Officer of Daly-Swartz Public Relations.