This Is An Advanced Marketing Concept
Question: Is your product something your customers mostly buy on its own merits, or do is it more something that they “comparison shop” for?
Here’s Why That Matters:
Psychological tests have shown that when people are selecting (buying) something they’re looking at its positive factors, but when they’re rejecting (ie, comparison shopping, figuring out which one NOT to buy), they’re looking at its negative factors.
In other words, if you’re focusing on one mode in your sales pitch but your prospects are in the other mode, you could be losing a ton of sales.
To clarify: If your product is promoted as an impulse buy or it tends to be something that buyers judge on its own merits, having one or two EXCELLENT features will probably maximize sales.
But if potential customers tend to hold your product up side by side with a competing product (they’ve narrowed down their choice but now they’re deciding which NOT to buy), they’re looking for any NEGATIVES in your product so they can discard it as a choice.
What Can You Do With This Information?
Ask your customers how they selected your product, and whether they considered any other alternatives before buying.
Create different paths in your sales process for possible buyers to use in evaluating your product – One featuring your best key features (for those in “buying” mode), and a second with a solid “laundry list” of less important features (for those in “rejection” comparison mode).
It’s possible that your current sales process is approaching it from the wrong angle.
Food for thought – Tim Gross
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