Valueless Messages Companies continuously try to “force” people into buying their products. They don’t know how to do anything else. They’ve got a product, they need it sold, so they’re going to take the most direct approach and keep trying until they find someone who agrees to buy. But is it a matter of sell at all costs? Selling shouldn’t be painful.
In order to make the sale, small businesses must answer the question: why you? Why should
your prospect choose you as the company to do business with? What have you offered them that others can’t?
your prospect choose you as the company to do business with? What have you offered them that others can’t?
Usually, the answer is “nothing”. Whatever you are willing to give, another person is willing to match.
For example, if one dentist gives away a free toothbrush with every visit, another dentist gives a toothbrush and toothpaste. Still another hands out a toothbrush, toothpaste, and a two-minute egg timer. And so it continues, because none of the dentists are differentiating themselves or offering what other dentists are not. None of them are really offering anything of value. They are not giving their prospective patient the “why me” answer they so desperately want. “Choose me, because I’ll give you a free toothbrush” is not an adequate reason for picking a dentist.
Prospects are searching for value. Value they usually don’t find in typical
marketing messages. Value that small business owners are neglecting to
include and therefore failing to differentiate themselves.
When it comes to spending money, if you don’t stand out, if you don’t give the prospect a real reason to buy, they won’t. Despite the money Americans are willing to spend, you, as the small business owner, must draw them in and convince them that your business is the place to spend it.
The following three sections provide you with three conversion techniques
that do precisely that.
© 2008 By Clate Mask
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