How To Show The Value
I am currently working with a client who has designed and engineered a new high quality product. When discussing how his product has been selling and where his struggle points are, it came down to this:
When he could physically place the product in peoples hands, they bought it straight away. When people would look at photos and/or read about it, the sale was much harder to get across the line. So what's the difference?
Jacob’s Ladder Boating - Presentation Poster
When you can experience a product, feel the durability, the weight and the quality, people are more likely to buy right there and then. However there is a lot more resistance when people are buying online and cannot feel it for themselves, especially if they have never bought, heard or interacted with your brand before.
So how on earth do we SHOW the value when they cannot physically touch and feel the product? And what about service based businesses? I hear from my clients all the time "how can I show them the awesome service I provide before I provide it?" Here's how!
Put Your Money Where Your Mouth Is
Quality products are designed to last. Quality services are designed to solve a problem and provide a result. This is what people pay the extra dollars for. The resistance comes from fear, the fear of paying more for something and then being let down by a cheap knock off or poor service and lacklustre end result. You need to reassure your customers by putting your money where your mouth is.
- 30 day money back guarantee. This puts the customer at ease when making a buying decision. As long as your product or service is quality, you should have nothing to worry about. Just ensure the conditions of this promise are made clear from the start and prevent anyone from taking unfair advantage of the offer.
- A warranty. Warranties carry a lot of value and can even be the decision maker when picking from a line-up. Like the money back guarantee, make your conditions clear and fair for both the customer and yourself.
Provide Social Proof In A Number Of Different Forms
- Gain a collection of reviews and testimonials. It is becoming more and more common for people to look up reviews for websites, brands and services through Google to gauge the quality, reliability and authenticity. You will seem more trustworthy if others have tried your service or product to great success.
- A neat trick that works well for websites is a live purchase plug-in. This is a feature that pops up when someone has just made a purchase. If this is a little complex, a simple number count of the amount of people that have purchased the product can work a treat! People feel more comfortable if they know others are buying the product.
Partner With Credible Brands
Where applicable, partner with credible brands that your market is already familiar with. This can add an enormous amount of value to your brand and the product/service you are selling.
At the end of the day, business is about trust between brand and consumer. Gain the consumers trust and you've already won half the battle.