Be the Expert Your Customers Need

Advertising your product’s features and benefits is a time-honored marketing technique. You might tout the top speed, reliability, size, durability, lifetime, or the latest new task your fantastic product can perform. Many customers buy based on these high points alone.

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But with everyone’s easy access to information, video reviews, product comparisons, sites like Consumer Reports, and word of mouth, stats alone aren’t going to sell your product. Well-informed consumers can drill down on exactly the right product or solution for them without contacting a sales team once.

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So, how do you earn the right to pitch your product??

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You may have heard the quote, “People buy companies, not products.” After?our conversation with Chris Duprey of IMPACT on Episode 94, he reframed the concept as “They ask, you answer.” These similar strategies for customer service and your sales approach require you to dedicate yourself and your company to becoming the expert in your field, a reliable source of information and expertise. You’ll be equipped to handle whatever questions come your way, and in difficult or unusual circumstances, you’ll be invaluable.

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People want to trust the experts, especially in specialized fields or when working on expensive projects. With a proven history of excellence, you take a weight off their shoulders, enabling them to enjoy the solution they paid for. Reassurance, an excellent warranty, successful case studies, and satisfied customers go a long way here.

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Beyond becoming the expert, focusing the buying experience around the customer is another paradigm shift. Chris Duprey suggested a proactive approach to an in-depth sales process: being open with common objections, addressing price head-on, and building value. It might be uncomfortable at first, but people appreciate honesty, especially from someone trying to sell them something.

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Take a look at your sales processes and identify who the focus is on. Is it on the customer and the best result for them? Or is it about moving units and dealing with callbacks as they come?