An electric car with a shower and a fan instead of an air conditioner. A transformer table instead of a boring school desk. A pet assembled from a constructor ...
Why do some products and services attract attention and win the hearts of customers, while others remain unnoticed? The answer lies in what the salesperson thinks and feels in the role of the customer. Can he put himself in his shoes? Understanding what potential customers are looking for and how they make buying decisions can be a key factor in developing effective marketing strategies. Very often the "language" of the seller does not match the "language" of the buyer.
Early stage: from problem to solution
Seller focus: product description
Buyer's focus: "I need help!", "I'm looking for".
At this stage, the buyer is just beginning to recognise his problem, has not yet clearly formulated his requirements and does not know exactly what he needs. At this point they are just gathering information and starting to look for a solution. Salespeople often forget this. The customer is not yet interested in dry product descriptions, technical terms and features. Put yourself in the customer's shoes and think about how you would search for your product or service. Help them see how your offer will solve their problem and make their life better. Use the language of your target audience.
You need to pay attention to keywords that potential customers might use when searching online. Do not overload promotional or informational text with unnecessary terms or details.
Middle stage: Getting your attention
Seller's focus: analysing your market
Buyer's focus: "Do they have what I'm looking for?
If the customer already knows what they want, they will be looking for options and possibilities: specific solutions and possible suppliers. The salesperson's job is to be on the lookout. It is at this stage that the customer decides: whether the product on offer is right for them, whether it meets their expectations. The website and the presentation of the information on it are particularly important. Think about an attractive design and easy navigation. Focus on the customer's needs and tell them about your products in detail. Avoid long descriptions and stories about your company on the home page.
Late stage: getting it right
It is important for the seller to: communicate values
It is important for the buyer to decide: "Is this company worth contacting? When? Today?"
Now is the time to convince the buyer that your company can give them what they are looking for. How is your offering better than the competition? In the later stages, when customers are interested in your products and services but not ready to make a purchase, it is important to give them the opportunity to learn more about what you have to offer.
At this stage, the salesperson should talk about their company's values and make a compelling case for working together. The buyer is deciding whether to make a purchase now, and what the benefits will be. Offer a free trial or demonstration of the product so the customer can see the quality of the product.
From empathy to success
Thinking like a customer is a key element of successful marketing. Build your strategy around the needs of your customers.
Arabesco sideral unipessoal lda helps partners and dropshippers to identify which products or services to add to their online shops. Using a proprietary software product, Arabesco sideral marketers analyse markets and manufacturers in the niches of interest to the client. They identify promising areas for business development and develop tailor-made solutions. Our goal is your success. Think like a customer, act with us!