By Bob Leduc
Every customer looks for 3 special benefits when they do
business with you. They may not specifically ask for these
benefits. But you're losing sales if you don't automatically
provide all 3.
1. Fast Results
Prospective customers may take a long time deciding whether
or not they will buy from you. But once they decide to buy,
they expect instant results. When people buy a car they want
to drive it home today. When they sign up with a health club
they expect to look and feel better by the end of the week.
Look for ways you can reduce the time your customers have to
wait after a transaction before they can start enjoying the
results of their decision to buy. Try to deliver your
product at the point of sale. When that's not possible, look
for creative ways to provide a benefit your customer can
start enjoying immediately.
For example, a publisher I know recently created a special
package combination of his latest "how-to" book in print and
several eBooks on the same subject. When customers order his
new book, they can immediately download the eBooks on their
computer. They don't have to wait for the hard-cover book to
arrive before they can start enjoying the benefit they paid
2. Easy Procedures
Customers want products that are easy to use and services
that produce results without disturbing their daily routine.
You can increase your sales by stressing the "easy to use"
characteristics of your product or service in all your
promotions. Convenience and ease of use are often more
important to customers than price.
Simplify your buying procedure too. Make it easier for
customers to buy from you and you will get more sales.
For example, many online shoppers are impatient and won't
tolerate a lengthy ordering process. Minimize the number of
times your customer has to click to another screen when
ordering online. Use a simple order form instead of a
shopping cart if you only offer 1 or 2 items. And don't ask
them to give you more information than you need to process
3. Personal Attention
Every prospect and customer wants personal attention. One
way you can provide it is by giving them an opportunity to
Only interested prospects will take the time to ask
questions. Many will buy from you if they get valuable
information from your answer. You can often include a
promotion for your product or service as part of your
Answering questions is not time consuming. The same
questions will be repeated over and over again. But you only
have to answer each question once if you save your answer to
a permanent file. Copy it into your reply whenever you get
that same question again ...and revise it slightly to
personalize your response. You can answer questions quickly
and your prospects will appreciate your personal attention.
Tip: If you find yourself personally answering a lot of
questions, add a Questions and Answers page to your web
site. Post the answers to your most frequently asked
questions. It will reduce the number of questions you have
to answer individually. But remember, it also deprives you
of an opportunity to impress prospects with your personal
Every customer wants fast results, easy procedures and
personal attention. Most won't ask for these benefits. But
they won't buy from you unless they get them. Make sure you
provide all 3 of these special benefits ...and look for ways
to improve the quality of each. Then watch how quickly your
Little Things That Mean a Lot
In looking for ways to be heard over the
Internet's noise and be remembered, think subtle, personal and
realistic. It only takes small things: things that impress big and cost
little. These are the things that count.
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Here are six tips to help you choose a winning business idea. However, before you decide what business you'd like to start, be sure to research it carefully. Knowing upfront how big the market is, who your competitors are and what your competitors are offering will help you avoid costly mistakes.
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