Sales is is the Life-Blood of all Companies. Here are a few Marketing Messages to help you maximize your Sales!
If your doctor tells you need a new liver, you’re going to believe him, right? You’re not going to go home, mull it over, make a pros and cons list (I’m sure the old one has at least a few more years in it!), sleep on it, are you? No, you’re going to put your name on the transplant list ASAP. Your doctor is trained in these sort of things and knows what he’s talking about. If he says you’re in bad shape, you’re going to accept that and follow his advice to make it better. If you want to get a reluctant spender to spend, they have to trust you and your offer. In my case, I’m not buying into a diagnosis from my MD, I’m investing in, let’s say, a tap dancing workshop. And it’s the city’s preeminent tap teacher who has recommended that I attend. She knows my skill and ability level, knows the kind of dancer I am and when she says I’ll get a great benefit from this workshop, I trust her assessment and the 30 years of tapping behind it enough to buy in. But what if you don’t have 30 years of step-ball-change under your belt? How do you gain the trust of your buyers without impeccable and long-earned credentials? You win that kind of trust and assert that credibility by being able to speak knowledgeably and empathetically to customers about their pain points and demonstrate the thought you’ve given in making sure that your product or service is designed to meet them. For example, I regularly consult with companies that market to Millennials, because they understand what a fickle audience they’re dealing with and realize they need someone with insider intelligence and the ability to create relatable, authentic messaging that will attract this target demo rather than earn their apathetic eye-rolls over how out-of-touch a given brand is.
Reluctant buyers may have issues around parting with their cash that go deeper than just the desire to save it for a rainy day. If you’re selling something with a hefty price tag, you have to do the heavy lifting on not only justifying its value, but also granting would-be buyers the permission to spend that kind of money on something that isn’t a home appliance. You need to take a page from L’Oreal’s book and convince buyers “you’re worth it.” Your sales pitch (whether in person, on the screen or in print) shouldn’t downplay the cost, but it should play up that the buyer can afford this product or service, that the purchase will make them happy and not anxious and that only good things will come from spending. If you’ve ever seen HGTV’s Property Virgins, you’ve seen the host cannily convince first-time home buyers that they can actually up their budget that extra $10K and that having their dream home and all of the emotions attached to it is worth a few bucks more on their monthly mortgage payment. She gives them permission to spend beyond their comfort zone, which, when you’re taking about a miser, is pretty narrow in the first place.
What you’re selling has to be positioned as something that your reluctant customer can’t do, learn or achieve for themselves or can’t do it as efficiently as you can. How many of us sew our own clothes? Build our own homes? Heck, even do our own oil changes? If there’s a way for your hesitant buyer to easily do what it is you do or create or to easily learn how to do or create it, they probably will. You need to define how what you’re providing is superior to what their own efforts would yield. And that superiority has to be according to metrics that matter to your customer. The fact that your restaurant’s $85 steak special tastes better than anything a frugal home cook could whip up is not going to open any cinched-shut wallets. Create and market a unique dining experience that cannot be replicated outside your restaurant and is only available for a limited time and to a limited number of customers and you might stand a chance. Maybe.
I’m not talking discounts here. Will what you’re offering save your customer time or money in the long run? If so, do the math for them. In my case, I could take a two-day tap dancing workshop that would increase my skills to the level they would be after six months of weekly lessons. If the workshop costs $500 and weekly lesson cost $25 + an hour of my time for the lesson itself and another 30 minutes in travel, I’m saving myself $100 and six months of my time by investing the $500. This bargain become even more attractive if I can start earning money from my skills sooner. Say that workshop was about Photoshop and not tap dancing and in two days I pick up enough knowledge to hire myself out as a photo retoucher for local actors, yearbook photographers and real estate agents. Instead of gleaning the requisite knowledge over a six-month period, I learn it all in one shot, save time and money and begin earning an ROI immediately.
*When I talk about penny pinchers and cheapskates I’m referring to reluctant and infrequent spenders who will shill out under exactly the right circumstances, not folks who reuse tea bags and tip a generous 10% for outstanding service. You don’t want to cater to nickel and dimers like that. The effort it takes to get their business is not worth the headache of retaining it.
Source: J. Maureen Henderson