The bane of the 21st Century, with its technological advancements and global advantage, is that life is so much easier for me as a buyer but that is not so good news for you the seller. The reason is this: I can get virtually everything I want and need online, so I do not have to exercise myself outside my comfort zone to get what I need; plus, there are many sellers to make my choice from, so if you are not giving me a reason to stay, I will not hesitate to check the next store. Essentially, the one thing that will make me excuse the vast opportunities that abound and get my things from your store will be your selling point.
- What’s your selling point?
It is the niche or gap you are filling as a seller. It could be you bringing a product/service closer to the buyer, it could be you delivering a product/service based on your understanding of your target customer’s needs, it could be your customer service, or the quality of the products you offer, or the passion you bring into what you do, or your online presence. Anything! Just give me something unforgettable, something that leaves a mark in my mind, a reason to come back another time. I do not care much about your business or what you are selling or how it matches what I need, but that one thing about how you do what you do that makes you stand out and makes me feel at home; your competitive advantage.
- How do you know your selling point?
Understand what you are doing as a business and why you are doing it
Familiarize yourself with your target market. Ask, “who is my product for?”
Ask yourself: “what makes me different from the seller down the street or the online stores that people buy from?”
The answer to your question in number three is your selling point.
- How do you use your selling point to market yourself?
Put your selling point at the fore of every marketing strategy, and advert. When you introduce yourself, don’t just tell people what you do, tell them how you do it, why you do it, and how your services can complement their needs. Don’t try to talk about what the other sellers don’t do, or don’t have; capitalise on what you do, and why you think you do it so well.
To be a successful seller, you must first see yourself as a buyer, and understand your reactions and the reasons behind every choice you have made as a buyer. It helps you appreciate the things that you need to place more focus on in designing your marketing strategies and leveraging on your selling point. In summary, the following are things you may want to put in mind:
You are not the only seller offering that product or service; and as a buyer, I have competing needs. Bottom line, make me need you.
- Who are your customers?
Your product is not for everyone so do not try to get everybody’s attention
Focus on your niche, your market, your buyers and how to make them come back with their families and friends. A successful customer base starts with one satisfied customer.
The world is going digital and mobile. What are you doing to make your services and products more accessible?
So, when next you think of marketing your product or service to me, don’t just serve me what you think I need, serve me an experience, a memory, a reason to stay.