Helping Customers Understand Your Products or Services

Conversion is one of the greatest challenges most businesses face when selling, whether that’s in person, over the phone or online (virtually).

That flickering moment of indecision before clicking the buy button is the difference between proceeding through the checkout and abandoning the cart. A frustrating moment for many on both sides of the sale.

To be successful in online selling you must address every aspect of your product or service, so that doubt or indecision is completely avoided.

Let’s start with an easy question… what do your customers value?

For anyone who immediately thinks “low prices”; you may be underestimating what it is your customers “truly desire” and value.

The rise of “shoppertainment” and “influencers” is proof that people want and need a lot more information and emotional persuasion from products and services today for them to buy.

What people value about your products or services will likely differ from person to person. You may not even know what many of them value beyond the usual suspects –

Today’s buying decision-makers spend a lot more than their cash when investing in products or services. It’s why they take so long to decide and can be easily dissuaded from the purchase.

There are considerations such as -

So if you’re having challenges with people abandoning your shopping cart to explore other possible alternatives, ask yourself “have I really helped customers to understand our product? What more could I be telling, showing or doing to increase their understanding of its value?”.

And for service providers, if you are giving away a lot of intellectual property with free whitepapers, ebooks and blogs. Ask yourself “have I given people a way to do what I do, or am I inspiring them with new ideas that build on what I do? How does what we do create value for them they haven’t even thought of yet?”.

Too often people think that selling needs to use some clever “mind trick” or “sneaky technique”. In reality it’s actually very simple – by communicating in a way that helps others recognize value (that is meaningful for them) you can help them make a firm buying decision. One without doubt or hesitation.