How to show customers how great their products are, to encourage them to buy.
They tell about as many virtues as possible, to avoid hearing the dreaded "That's too expensive." Or worse, "I can get the same thing at Wal-Mart or GNC, etc."
After people listed the reasons they thought their products were the best (science, patents, MD support, research, etc.) I told them about the new headphones I'd just gotten the day before - the new (Bose ones - $349)
After the wows and whistles, I asked them what they'd paid for THEIR headphones...
$20-45 was the range.
"So do you think mine are better than yours?"
"YEA!!"
"So why don't you buy them, too?"
Here's where the lights went on...
"I don't need anything that good..."
"I don't do audio work like you do..."
"The kids will trash anyway..."
Everyone agreed mine were "better" than theirs, e.g. higher quality, noise cancelling, etc.
But did they or would they buy? Even now, knowing these were way higher quality?
Here's the unpleasant conclusion for all marketers:
The better your product is, i.e. the more wonderful the characteristics are that you talk about, the fewer people will buy.
Because:
1. It will take time for the other person to get 'educated' about the what and why of your special product - time most people "dont have" if they are not already of a like mind set to yours...AND
2. Special products COST more than the run-of-the-mill ones.
People only pay more when they perceive that they need or want something really good - be it a set of $349 headphones, a professional tennis racquet for $300, or nutritional supplements or health programs that cost way more than anything at GNC or Wal-Mart.
For most high-end products, the typical world view is:
"I don't need anything that good."
Quiz: How would you talk about your products now that you know this about people?
Comment below...
Hehehe.
P.S. Another question: Would you continue leading with reasons that you yourself don't use to make a buying decision? See previous post here.
