The term "customer" is often related to the purchaser of a product. So what do I mean by Customers Shop For Information, Not Products.
Customers usually do not know what product they need. They know what they need a product for. They have an issue, and they need a solution. Sometimes, they do not even know of an issue, until it is presented to them through some source of "information".
The fact is, if you are trying to sell a product, it is not going to do any good to just put it up on your web site and wait for the sales to come pouring in. You must offer plenty of information about the solution this product is going to provide your customer.
Some merchants will highlight the features of a product, and let it go at that. While listing the features is important, it does nothing for the uneducated shopper. A person looking to buy a television is not going to buy one just because it is HD compatible. First, they need to understand what this is going to do for them. Explain why they should spend more money for something that is, seemingly to them, no better than the cheaper model next to it.
Many times, I have seen a salesman rejected, not because he did not have a quality product, but because he did not have a quality solution. Perhaps, the seller of the HD television never even presented the problem of a less detailed image, lower quality sound, or that they are missing out on an exciting cinema-like viewing experience. Then, without the issue being put in front of the customer, tried to sell the expensive TV as, it is just better. That hardly sounds convincing enough.
The merchant offering information about an item, as it relates to the customer, stands a much better chance of making the sale. This seller tells the prospect of a great new product that is going to get rid of the fuzzy picture, and sound, that is common with standard televisions. This has just peaked the customer's interest, now they are shopping for information. The seller gives this to them in the form of features, and not just how, but why each feature affects their viewing. Result - SOLD. They have not just sold a product, but sold a solution. In this case, the customer was unaware of the issue, and might have bought any other TV. It would have been no special experience to them. Now, you have impressed them, and built trust in this person.
If the seller with little, or no information is fortunate enough to score a sale, it probably will not result in repeat business. Customers tend to remain loyal to those with the information and solutions to their needs. They also recommend other customers to the best source of solutions.
Keep this in mind while you are blasting ads all over the place, in hopes of selling a "product".
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About the Author
Are customers turning away from you, never to be seen agian? That is a question Jason Rudolchick, of
http://www.keystoneedge.com, works to provide solutions for. Author has 10 years of professional sales and marketing experience, and strives to offer a valuable resource for those in need of online business tips. Click here and see!
