Getting New Customers Through Education
Educating your customers, both new and old ones, can be a huge benefit for producing more sales. Many if not most businesses rarely do this. They do not understand the real embedded value of doing it. Here is a gold mine waiting for the canny entrepreneur to dig for gold. If you look closely you can see why. Before a customer buys anything they have to be convinced the purchase will make them better off. To be sure of this the customer must have enough knowledge about what they are buying to be able to make the right decision in their own mind.
It follows the more you can explain your offering in words that they will easily understand the better. Do not blind them with science. Just explain in language understand what your offering is all about. Doing this will bring them much quicker to the ultimate buying decision. Obviously all other things must be in place before they will part with money, but the more relevant information you give them which helps them realize they will be better off owning what you have to offer the better. So education is a good way to help customers buy.
Educating them long before they even think of buying your offering is even better. It is a great way to position yourself as the right vendor for them when they are ready to buy. This way you get to be in pole position. You are then already one step ahead of the competition. So start to think in terms of education.
First look at the general aspects of your offering before the specifics. The detail is more important at the time of actual purchase when the different options are considered. For instance if you make a study of the little known aspects of your business and what you produce or offer, this can make a big difference to the end result in a buying customer.
For instance think about what your industry knows about but your target prospective customers are unlikely to. Often businesses get so Caught up in their work that they think everyone knows all about what goes into the product or service. They do not. Just because it is obvious to you, does not necessarily mean your customers think the same way. So to bring out the little known facts, figures and benefits you take for granted. Explaining them can make a big difference to winning more sales from your customers.
Dig around in all the corners of the work you do, and try and find something interesting or little understood. It could be a technical thing with a funny name attached to it. Write it down and explain how the name came about and what it means. Go on and explain how relevant it is in the overall system or plan or product or service that is the end finished article.
If you are a lawyer it could be an important but obscure law with a major impact in certain cases. If you own a restaurant it could be the ingredients of the dish that has some special quality. In an engineering company maybe it is a small component buried deep inside an engine that is invisible once the machine is finished, but it has a vital part to play in safety or something like that.
Just delve into everything you do and find it. Then simply write a report and send it out into your marketplace and explain the significance of it. Your future and existing customers will appreciate your information and will pay your back with their custom now and later.