In this quick article, I’m going to share with you the three things you need to think about when it comes to dealing with customers and clients and how to speak their language. Now, what do I mean by speaking their language?
Don’t believe me? Go online and watch TV. It’s “Hey, look at me. This is what I do. Here are my benefits. This is what you can do when you buy our stuff. This is what’s going to happen when you work with us.”
Ask yourself, has that ever worked with you? Say you went into the Footlocker and you want to buy some shoes and somebody jumps out of nowhere and says automatically, “Buy these shoes. These shoes are awesome. You need to buy these shoes. Buy them now. These shoes are phenomenal. You can jump out of the gym.” How do you normally react? If you’re like me, if you’re like most people, you probably get scared and then you leave the store and you come back later, or you do what most people are doing now and you go online and you buy it online and have it shipped to your house without having to deal with the headache.
Well, that’s what it seems like when you’re, quote unquote, marketing to your customer and client and trying to get their business. Again, you’re not speaking their language. Average people don’t talk like that. They don’t speak like that.
If you want to get customers, it’s imperative that you speak their language. It’s imperative that you speak like they speak, but more importantly, you get into the mind of your customer by thinking about what they care about, not what you care about sharing with them.
Let me share the three points here.
1) Businesses don’t want marketing services, they want sales.
That’s the problem. Right? The problem is this. When you’re talking to a business, and I’m using marketing as an example. If you’re a marketer or if you help businesses with marketing, I see too many times online, social and what have you. I don’t care if it’s social media or if it’s traditional media, advertising. People say, “I help you market your business.” Nobody wants marketing. A business doesn’t wake up in the morning saying, “You know what, I think I need marketing.” You know what they worry about every single day? You know what their biggest problem is? They want customers and they want sales. If you can talk in that way and say, “Look, working with me, I can help you get leads. I can help you get customers. I can help you get sales.” They’re more likely to listen to what you’re saying and actually experiment and try your techniques than if you were just to automatically say, “I’m a marketer. I can help you with social media marketing.” What does that actually mean? Nobody actually has the answer to that. Well, most marketers don’t. If anything, if you can think from a strategic perspective, How can I help this customer get sales? That will change everything.
2) Customers don’t want benefits. Customers want solutions.
There are only two reasons why people spend money. They spend money to get a desired result and or to solve a problem. If you’re not doing any of those things, nobody spends money. The only time they do spend money is when it’s an inconsequential purchase. When you go to the register and maybe you buy a pack of gum or you buy some lip balm, you’re not really thinking about it. You’re not waking up in the morning and saying, “I need to spend a dollar fifty on lip balm and a pack of gum.” You just do it because your buying temperature is high. You don’t want to be in that kind of business, because you know why? If you’re in the business where you care about price, and you’re not trying to solve someone’s problem or give them a desired result, you are no longer beholden to the people you work with.
Let me give you an example. If I have a pack of gum, boxes of gum at the front of some store, I can’t control who comes into the store to buy my product. As a matter of fact, I have no idea who is going to come into my store and buy my product. All I know is, whoever comes into the store, may buy my product, but if my gum solved a problem that somebody had, like a real problem that keeps them up at night, there’s a very good chance that they are going to come in specifically asking for my product and my service. That’s exactly how you want to be. You want to come from that frame and from that mindset. Too many people don’t, and as a result, they end up not selling to the right customer because they’re focused on giving the benefits and talking about how amazing their products are and how amazing their services are. You need to focus on what your client actually wants and needs. Are you solution oriented? Ask yourself that question.
3) Price is only the problem when value hasn’t been given.
If you want to speak the language of your customer, you have to understand that when somebody starts arguing with you about price, it’s only because they don’t believe there’s enough value there. Here’s a famous axiom, or here’s a famous saying that people say. When value exceeds price, people give you money.
Very simple. You don’t buy things because the exchange is even. What does that mean? Let me explain. If somebody is selling you something for a dollar, you believe the value is more than that dollar. Would you agree? Now, why you say that, Ebong? The price is a dollar, therefore, it’s worth a dollar. That’s wrong, because if the price were worth a dollar, I would keep the dollar. If I’m buying a pack of gum, there’s some limit at some point where whatever I’m about to receive is not worth what they’re asking for.
Too many business owners who struggle with price they automatically think, “I’ve got to drop the price.” What you do by dropping the price is you tell your customer or client that my product is not worth it because it’s price sensitive which means I can drop it at any time. You know what ends up happening next? You end up competing with companies like Amazon and Walmart. Then you go out of business because it’s a race to the bottom. That’s not in your customer’s mind. If you’re selling a product or service that’s price sensitive, that means you haven’t identified the right customer and client, because the right customer and client will spend a larger amount of money than those who will start arguing with you and nickel and diming you about price.
What to learn the quick way to raise your prices and your sales in the process, without losing customers?
Click here: How to Raise Your Prices!