A puzzled prospect will not buy.
If you’d like to grow sales and increase your average customer value, you’ll want to read this.
It’s about an opportunity that too many businesses miss out on. And all it requires is to utter a simple 3-word phrase.
First, a quick story to illustrate…
I recently had an eye exam, kind of standard annual deal.
It was with a somewhat high-end optometrist. These guys are for the most part total professionals every step of the way.
So, they’re going through the whole process of dilating my eyes… taking measurements… running routine tests on various machines and whatnot…
(Including that little eye pressure test. You know… where they squirt a little puff of air into your eye?)
Anyway, at one point, the optometrist goes off to do something else. So, now I’m talking to a technician who pulls out a little chart to show me. I have no idea what it is. It looks a little like a Rorschach test, only in color — pretty abstract…
She says, “So would you like to have the ‘Optos’ today?”
Now, having NO idea what that is, I ask, “The what? What is an Optos???”
And she says, “Well, it shows, lets us see what your eye looks like, kind of like this.”
And again she shows me the picture she’s holding. As if that explains everything. Which it didn’t. Not for me anyway.
So I say, “Okay… Let’s see… Does it cost something? What does it cost?”
“Well, yeah, it’s $39.”, she says.
“Okaaay…”, I muse out loud… “And ah… so why might I need that?”
“Well, it’s so we can see what your eye looks like on the inside.”
So I say, “Okay… And why exactly do we need that?”
Finally, she gives up on me and says, “I think I’ll let you talk to the optometrist.”
So, aside from seeming like an episode right out of Seinfeld…
Can you tell what she missed in that whole conversation?
You see this often where busy and otherwise excellent professionals get so excited about their craft. They forget to explain the benefits of what they’re doing to the person they’re supposedly doing it for.
The point is, you’re great at what you do. Just don’t forget your customers aren’t nearly as knowledgeable or experienced as you are.
So if you want more sales and a higher average customer value, here’s what to do:
Any time you explain a feature of your product or service, just do simply tag the end of whatever you’re saying about it with this simple 3-word phrase.
“So you can… ”
And then of course, you follow that up with the actual benefit to your customer — or your prospective customer.
Stamp out dumb marketing — share with a friend! 🙂
