Prospects & Customers Always Want To Know Why
– So Tell Them!
By Damien Parker | September 8, 2014
We live in a skeptical world and prospects, customers and the public at large are always wondering why we business people do what we do. When we have a sale…they wonder why and then possibly think that the goods are in some way defective (unless we tell them to the contrary). When we make a truly unbelievable offer…they wonder why and then try to figure out the catch.
Fact: Prospects and customers feel much more at ease when they know the why… and particularly when the why sounds reasonable.
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Take Mr Toskana’s sale in the attached photo. Sounds logical, even common place, and a very understandable reason why a sale is required. Mrs T’s lawyers have obviously gone in hard and cash is needed and needed fast! Perhaps one doesn’t need to be quite as open as this, nor indeed, the advertising efforts of an American businessman from the deep south who touted his “Going To Jail” sale, but to be fair, they explained the why. |
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And this is the lesson: Buyers are naturally sceptical of fanciful offers & think why & where is the catch. Never pass up the opportunity to tell them why.
This tactic can also extend to the display of the products and services you offer. I recollect an electronics shop I visited in Kensington, London a few years ago had a display besides each product which was headed…”The Reason Why We Proudly Stock This Product.” Of course it was a perfect features and benefits tool, but it was more than that, for it gave the prospect the inside knowledge on why this electronics expert made the decision to invest in this particular item of stock.
Could you be doing more to publicize why you do things in your business so as to answer the customer’s natural curiosity and skepticism?
Because you know they have been brought up understanding that old chestnut that “if it sounds too good to be true, it probably is”. Don’t sacrifice a possible sale on the altar of uncertainty.
Then, think about where and how you can publicize the why you do what you do in your business. Look at your website, your various marketing materials, strategic signs within your bricks and mortar premises.
Finally, make sure all staff members understand the why issues and are able to persuasively articulate it when talking to clients/customers…because you can be absolutely sure they will be quizzed by customers or worse, have to deal with their skepticism.
Here’s to more sales, profits and cash from your business,
Damien Parker
Business Improvement Specialist
www.salesprofitscash.com
Follow my Tweets: @salesprofitcash
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