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Sales psychology: he makes aware of the need

Copyright 1999 Francisco Segura

This week, 26-Ago-99, we have an article about a few very ancient but very effective beginning for the sales. Often, for every day we are not capable of putting ourselves in the place of the potential client to see that it is what impels us to buy something, that is what touches us the "sensitive fibre". In this article we analyze the question: benefits or characteristics.


Article: Sales psychology: he makes aware of the need.
Copyright 1999 Francisco Segura.

We are going to see some of the beginning applied in the letters of sales and direct marketing, as well as in commercials.

The people us like that they provide us - they sell things that try a benefit to us but what REALLY we want is that bad things avoid us.

This is one of the oldest secrets in sales psychology. We like obtaining good things, but we would do what was for avoiding an important problem.

This beginning is one of the most powerful in publicity. The announcements have to always indicate a problem and offer to solve a little the problem.

Make sure that you begin your marketing creating a need. Show to your potential client the problem that it has, this calls itself to create "he makes aware of the need". What is the bad of a problem? The worst of a problem the problem is not in itself, it is the future consequence of the problem. Our mission since "marketeros" is to make to see to our potential client the consequence of the problem. And show him how his problem will turn into a BIG problem.

Example. - Let's Suppose that we sell salvers for cats which innovation is that they take an air freshener to avoid the bad smells.

In our publicity we might say:

"Escape from the bad smells"

But the message would be more powerful:

"Escape from bad smells that make you stay in evidence (you can be accustomed, but your visits will notice it)"

And even better:

"Escape from the bad smells (You will feel completely calm when you have visits and know that they will not notice bad smells)"

These two last ones take emotion load to sensitize more the potential client. The last one is still perhaps better because it is positive, focuses in the positive part of the question.

It is not a question of naming typical of a product: A characteristic is what a product IS. An advantage is what the characteristic DOES. A benefit is what a characteristic and an advantage do FOR YOU.

Let's show benefits on having described our product, not mere characteristics.

Another example:
"If you are like most of the people like whom it does not have enough hours in the day to do all the work, this be able to take to works way facts, unsatisfied clients, loss of sales and even the defeat of your company"

If our product or service helps to which the client does more work, more easily and in less time, it is a solution to the problem. We have to make look like this REALLY BIG problem in the part of "creating conscience of the need". Once done this, the sale will be almost made!

Let's not try to name only the characteristics of our products. Let's describe the benefits.

All this beginning of sales "of the whole life" we have to now apply them to our sales strategy online. We are tired of the fact that try to sell to us products that only present characteristics to us, many of unimportant them for us or even difficult to understand. Why do not we explain in a more detailed way like our product or service will solve the problem of the potential client?

_________________________________________________________
Francisco Segura.
Manager. http://www.internetmarketingtest.com You Design, advices, skills... to obtain more sales and visitors in your web.

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