Selling The Solution, Not The Product
Customers Buy Benefits
Positioning is the technique of marketing and advertising your products or services in such a way that it groups your competition together and sets you apart as something better at the same time. It's a very powerful technique. So why do customers buy what they buy?
Think about the last time you bought something. What solution did the product or service provide? Would you have paid more for the same result? As a small business, you will want to take a good look at your products and services. First, list the benefits of each product or service first, then come back and list the problems you solve.
Buying What Makes Us Feel Good
You’re probably thinking, "We buy things because we need them." Oh really, so you really NEED that new jacket? You NEED the fancy wheels on your car? Are you getting the message?
We buy things because they make us FEEL something. When emotion and logic come into conflict emotion always wins. “I need the new jacket to make me look good. I need the fancy wheels to increase the value of my car.” We make emotional decisions and then create logical arguments to support them. As much as we would like to think we make logical well-informed decisions - we don't.
How Does This Impact Sales?
When customers buy things, they are often looking for the solution to a problem. The old "find a need and fill it" thinking. Positioning a "solution" to your customer allows you to solve the customer's problem and eliminate your competitors at the same time. You can do this by not only presenting the product solution but a "package solution" that only you can supply. It might be a combination of products and services that your competitors can't deliver in quite the same way. They might be able to do something similar but not exactly the same way that you can.
When you solve a problem in a way that others can't you can establish a real (cost) value for that solution. If you can offer the customer a way out of their painful emotional problem they are more than willing to pay a premium for the remedy. When we go to the doctor and we are referred to a specialist is there a perception that we are going to have to pay a little more for that service?
Another advantage of solution positioning is that it makes price shopping harder for the customer to do. It focuses the customer on finding the solution to the problem rather than dwelling on its price. Solution positioning decreases the number of resources the customer can call on to solve the problem. The real value to the customer is solving the problem in the customers mind. If you can do that, then there is no reason for the customer not to buy from you.
If you can solve a problem with your solution, and it eliminates their emotional discomfort, in most cases, we would pay more for that. In summary, always remember prioritize the SOLUTION (outcome) to their problem, rather than focus purely on the product. Your customers will thank you with a sale!