5 Tip Tuesday: 5 ways to sell results
Each industry has unique challenges and solutions to convince customers that a business can deliver on its promise. Here are 5 ways each industry can "sell results" to potential clients and appeal to customer feelings rather than to their reason. Selling feelings not features is the key to success.
Makeup artists, cosmetic brands, nail artists and hairstylists are all in the visual art business. They are selling customers a dream of feeling great and looking even better. Beauty businesses thus, have to sell the photos and videos of their previous work. YouTube, Snapchat and Periscope videos of customers looking amazing and living fun and happy lives are the best ways to attract and sell beauty products and services to new customers. Beauty businesses must invest in fun, happy and beautiful videos to sell results.
If you're in the business of life coaching, business coaching or any type of development and instruction you know that your results aren't always clearly tangible. As a result of your coaching people are able to change their lives for the better, but it is a gradual process . Because your results aren't achieved overnight a quick video, photo or sound bite won't suffice. Let your customers describe the results of your work in their own words in writing. Testimonials included on your website and other marketing materials are key. Quote your previous clients in addition to showing their smiling faces. Show and TELL us what your services have done for them. Coaching businesses are ideal for long-form stories that tell us the results that have been achieved over time.
3. Catering, Nutrition, Food
Nothing can replace the taste of something delicious. People must taste and sample your food to believe how great it is. For businesses in the foodservice industry, tasting is believing. The best way for people to experience the results you promise is to give them an opportunity to taste your food. Offer classes, networking opportunities where your food is being served, special tasting events for potential clients. If you cannot produce these events on your own collaborate with one or two event companies and look after the food portion. Work out an arrangement that benefits you both and is for the purpose of giving your potential real clients a taste of what you can do.
4. Real Estate
My stylist is a realtor, so is my neighbour and my mother's Avon lady representative. Realtors are everywhere yet clients working with you will have a different experience from working with someone else. Stay away from generalizations, you are the brand and your services are the product you are selling. Do you sell houses faster, for more or in a specific gentrified area of the city? Your website should feature photos and statistics of the houses you are selling. Include photos and videos of yourself in your listings. Help potential clients imagine what they'll experience when they work with you. Images of you doing your job and descriptions of what you have done for other clients will put potential customers at ease. Your website should recreate the selling experience for your customers and getting media stories about your work in the community you sell in will help you too. Your website is your business home and you must invite your clients to step into it.
You would think a necessary service sells itself but doctors, dentists, chiropractors are aplenty. What makes your practice better than the next woman's up the street? Location, location, location is not only important in real estate but in medical practice too. Patients go to specialists they have been referred to and specialists who are conveniently located near their home or workplace. The product you sell is your practice and the brand you sell is your expertise. Are you sponsoring a local team? Get on it! Are you involved in a local church? See you next Sunday! The best way for people to see what you do is to meet you in person. Your most likely new clients are the people who live in your community. Get involved in community groups, local businesses and neighbourhood programs for people to see, meet and experience you and your staff on a personal level. They will eventually be comfortable enough to come to you with their personal medical issues.
These suggestions will give you an excellent start in creating a experience your customer can feel comfortable in. Once people feel comfortable with you they are more likely to feel ready to invest in your business too. For more analysis on your current marketing and what you can do to improve marketing and public relations for your business book a one-on-one coaching session with me. I will walk you through tips and techniques that are specific to your business and what you are trying to achieve.
Let's work together because success feels so good!