EFFECTIVELY COMMUNICATING THE TRUE VALUE INCREASES SALES

The ability to communicate the true value of your product or service
will increase your sales. When you discuss your product with a
prospective client via e-mail, one on one meeting, or a cold call,
you should be telling them the long-term benefits of your product.

True consumer value equates to the benefits of what you are selling,
and you should stress the benefits every time you have an opportunity.

WHAT IS CONSUMER VALUE?

Consumer value is a business concept that evaluates the satisfaction
received by a customer from a purchase. More importantly, it tries
to analyze the likelihood that the consumer will become a repeat
customer for your business.


CONSUMER VALUE VERSUS FEATURES OF YOUR PRODUCT
Many times entrepreneurs confuse the difference between Consumer
value and the often more technical features of their products.
While explaining how brilliant and cost effective a product is, and
how many features it has, they fail to show the client how those
features will help to solve the unique problems the client may have.

CONSUMER VALUE IS OFTEN NEGLECTED

Business owners become so proficient at a single sales pitch about
the features of their products, they neglect to learn how to
identify and deliver the consumer value message.

It is easier to tell someone about the features of a product,
because you do not have to customize your speech for each
individual prospect. However, if you do take the time to prepare
a unique message for each prospect, your chances of successful
sale would grow exponentially.

Building a personal relationship with each prospect will create the
perfect opportunity to discuss the value your product or service
can deliver that is beyond the simple features of your product.

BE BETTER THAN EVERYONE ELSE

You should be striving to stand out from the crowd of competitors
in your niche every chance you get. If everyone else is describing
features, you should be ensuring that your customers are hearing the
value of your product first.

Customers want to know they can save money, and they want to
know the product is beneficial to them, but what they really need
to know is how your product will solve their problems. Yes it will
take effort to identify the consumer value for multiple customers;
yet you are here to stand out from the rest.

What better way to stand out than to effectively communicate with a
customer on issues they feel are important? Once they know you are
knowledgeable about their needs, and care about solving their
problems, they will buy from you and not your competitor.

START TO COMMUNICATE EFFECTIVELY EARLY AND OFTEN

When you begin to communicate consumer value effectively you will
see why this is important. Increasing sales dramatically is your
goal, communicating consumer value often and early is your way to
achieve that goal.

From the first meeting, cold call, or welcoming e-mail you should be
detailing, discussing, and presenting the consumer value of your
product in every form of communication you use. Proposals,
newsletters, documentation, social forums, e-mail, and phone calls,
all should be addressing the central theme of your product consumer
value.

You want to get one foot in the door, drive home the sales cycle,
and then close the deal.

THINK ABOUT THIS EXAMPLE.

If you want to make a hole in the wall, do you really want to buy a
drill? No, you just want to make a hole. The drill is just an
expensive tool that has many features that may be useful to you, but
unless you can connect those features with your goal of making a
hole, there would be no reason to buy the tool.

Once you help your customers connect the features of your product
or service to the goals your customers wish to achieve, you will
see a steady increase in your sales.