Identify and Satisfy
To sell benefits, you must first
understand conscious and unconscious
customer needs, preferences, interests. and
If you sell a
radically new customer value, you may need to
create new customer needs and emotional drivers.
deep customer insight is the
first step in building a meaningful dialogue with your prospects and
creating campaigns that are so relevant that your target audience
will consider your marketing communications a
differentiating, value-added service.
Ask your customer questions that will uncover their both
conscious and unconscious needs for your products.
Listen to theirs emotions in order to understand the needs and
risks perceived by customers better and to be able to tailor the
benefits you sell to what your prospects really want.
Surprise To Win:
You must also understand
what makes people buy and know how to prompt their action. Focus
on emotional drivers. Be
persistent. Send periodic follow-ups to prospects and remind
them of the advantages of buying your product.