By Alan Graner
If a B2C companies manufacture shoes or perfume, if they offer dental or accounting services, they don’t have to explain why customers need their products and/or services.
People aren’t too worried about buying a $20 widget.
It’s another thing entirely to buy a widget production system that costs $200,000.
Purchasers are wary. They’re cautious. Perhaps their jobs are on the line.
Your challenge is to convince them they need your products and/or services.
Commonly you achieve this by convincing them you truly understand their problems and by demonstrating how you offer the best solution.
Solving problems customers know
Every company has problems: not enough sales, poor delivery systems, inefficient inventory control poor hiring practices, etc.
If you can persuade them your solution lessens or eliminates such problems, they will listen. They won’t necessarily buy, but they will listen. They can’t afford not to.
You explain clearly and succinctly how your product/service allows customers to:
- Work faster
- Increase productivity
- Improve profits
- Eliminate overhead
- Reduce stress
- Please shareholders
- Become heroes
Solving problems customers don’t know they have
Your prospect operates in a regulated industry that requires strict compliance with state, federal and international standards. They’re unaware that a minor vendor in another state is out of compliance—which means their company is now out of compliance.
You have a solution.
Most companies have security systems in place to withstand outside attacks, but not all have systems that prevent internal attacks. For example, a disgruntled employee with a thumb drive can secretly download proprietary intellectual property onto a thumb drive and sell it to competitors.
You have a solution.
Convince prospects they have an unknown problem that can bring them to their knees (or at least cost them significant financial losses), convince them you have the perfect remedy, and chances are you can make the sale.
How do you convince prospects they need your products/services?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.