Marketing Solutions No One Told You About
Marketing Solutions No One Told You About
Solutions are more than a product or service. A solution often has little to do with the product and everything to do with the sale of the product.
For instance, take the product at two different Ford dealers that are the same in every detail, including the price, but you are going to buy from one dealer and not the other. Why?
Your choice is going to be motivated by the whole solution that was provided for you by one of the dealers. That whole solution, in part, is the information one dealer provided that the other didn't.
Creating a solution
That information could be a lot of different things, but generally speaking, it would be in the form of questions you were asked. It may seem to you that the information is going the wrong way to be of benefit to you, the buyer. As odd as it seems the part that your mind may not have noticed is the care and concern you feel emotionally when someone cares enough to ask about how the product will fit your needs.
This is not the whole solution, of course, because there are other human qualities that can come into play when salespeople do an outstanding job of creating successful sales.
Take, for instance, the way a salesperson sets up the appointment time to test drive the car. It is a human oddity but when an appointment is set up for on the hour, say 3:00pm, people see this as an approximate time and it is considered 3 ish, and 3:15pm becomes close enough. But if your salesperson said to come in at 2:45pm then this left no doubt that the time was important.
When 2:45pm came around the salesperson made sure they were free and could focus on your needs. The other dealer told you 3pm, and when you arrived at 3:10 they were tied up while you stood around. "They said 3pm and here we are only 10 minutes late and they've booked themselves another customer."
Does your small business web site keep your market waiting?
Does your web site provide enough information, and is that information easily found? When a web site has a "Buy Now" button with little or no information on a $75 purchase then the web site is not being a good salesperson. And if the item was priced at $200 then that button never gets pushed.
What will be the whole solution to your web sales?
You may think that you don't know the answer to that question but that's not true. You have been preoccupied with being the boss of your web site and not thinking like your market thinks.
It's really quite easy to put yourself in your market's shoes because you do it all the time without noticing the shift you make.
Think about the salesperson from one of your suppliers making a call to your shop with new promotions and new products to sell you. Now the roles are reversed and you are the market. What's going through your mind? What information do you need? There's a lot that can be learned here, and you are the teacher.
Are you still wondering what I'm talking about?
I could be more explicit, I know, but if I get you thinking and paying attention to how you behave when you are the buyer then you will learn a great deal more than I could ever teach you.
Still, if you are intrigued then I've done my job. And if you want even more business insights then I've also made this article work for me. Isn't that the whole solution?
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