Sharing important information about your business or organization, with the people who are most interested in what you are offering, is crucial if you want to increase sales. The trick is in deciding what information is the ‘need-to-know’ information. This can be established by asking yourself 4 basic questions. Provide your target audience with the answers and you will be rewarded with their continued patronage.
1. Who are you?
Let them get to know you and begin to earn their trust by sharing your history. Background information such as, how long you’ve been in business, your education, how experienced you are in your industry or profession, or whether it is a family-run venture – helps people become more familiar with you. Familiarity breeds trust in the minds of your potential customers. Once they trust you they are more likely to turn to you when they need your services or products.
2. What do you sell?
You may be providing an exceptional service or a high quality product, but you need to tell people about it before they will buy it. It’s not enough to say that you are a consultant or that you sell shoes. Describe the unique qualities of your consulting services or the shoes in your store. Tell people what your service or product will do for them and how it is better than what your competitors offer. This is your chance to really shine! Educate them about how your organization, your product, or your service works. Once they feel knowledgeable about what you’re offering they can make an informed decision, and you make a sale.
3. How do clients purchase what you are selling?
Your customers need to know your sales process. Explaining how to buy your products and services is an important step towards making a sale. Invite them to visit your store where they can make a purchase in person. Direct them to your website where they can buy on-line. Ask them to call you for an appointment or fill out a message form on your website and connect to your business. Regardless of the process, you need to be very clear about the step(s) required so that consumers can make their purchase.
4. Where can they find you?
Make sure that you include contact information so that customers can readily connect with you to make a purchase. Have your phone numbers, email address, website, and address prominently displayed on all of your promotional projects. Where there is space, such as on your website or print materials, like catalogues, posters, and brochures, include a map showing your exact location. Make it convenient for customers to find you and they will bring their business to you.
Knowing what information your market requires before they will buy your products and services is key to making more sales and enjoying greater success. The next question is, how do you deliver that information to the consumer? But, that is the topic of the next blog. Stay tuned…