Some products (or services) are easy to sell. There are obvious benefits to talk about, clear points of difference to focus on, and a strong desire from the customer to have/buy/hire.
Unfortunately, you may not have this luxury.
Your product or service may be mundane, embarrassing to talk about, even ugly. You may be in a market that’s saturated, or even regulated – so it’s hard to stand out from the crowd. How on earth can you come up with some unique selling points when you really can’t think of anything positive to say?
Here’s a tip:
Think of all the reasons why a customer wouldn’t buy your product or service, and turn these into why they should buy.
Turn their fears into a motivation to buy. Put their concerns out there, then dismiss them. Confide that you’ve had the same thoughts too. Be open and honest.
You’ve probably heard that there has been a problem in the past with xyz product. Well luckily the issue has been identified and none of the new range of xyz have been affected. We are so confident that we have a money back guarantee.
Yes, we know that it’s embarrassing to go to the doctor to talk about having this test. That’s why we’ve developed this free information pack so you can be better informed at your next visit.
You may be tempted to choose your insurer by price alone. But make sure you check that you are comparing apples with apples. Even though we seem a little more expensive than Budget Bob, our package covers you for a lot more…
See what I mean? There isn’t much that you can’t turn into a positive.
If you are struggling to come up with some unique selling points for your product or service, contact me at email@example.com to find out how I can help.