People have so many choices on who to buy from, where to buy from, and so many different ways to get products and services.

How do you stand out, and not get lost in the clutter?  Let’s look at three things you can do that are so simple, but not always easy.  Certainly, the majority of people are not doing these things consistently.  If you do though, you are sure to see positive results.

For a product-based business in particular (but really both products and services), focus on the process, not the product. Here’s the thing – people can get products and services from so many different places.  They can get similar products and services, or even the same products. How does doing business with you make their lives easier or more convenient than all of the other options available to them? People want to save time… no one has enough of it.  So, how do you help them do that? Make it EASY to do business with you.

Paint a picture of what’s possible. Paint the picture of what it will be like to do business with you.  THAT is how you sell to differentiate. Do not talk about the features… talk about the benefits.  Talk about what the purchase will help them to do, or feel, or see progress.

Let’s go through some examples:

1. Buying a home – how can you connect the dots for them and show them what the home will make possible for them.  Versus simply what the floor plan is, the type of appliances, and the number of bedrooms.
2. Skincare products – how will it make you feel after a month of using it?  More confident?  If it clears up acne, imagine what it would be like to throw your hair up in a ponytail instead of covering your face.  Imagine what it would feel like to feel confident instead of self-conscious.
3. Fitness – instead of the workouts themselves, what will doing the workouts make possible for them.  How will they feel?

Layout the journey, business relationship, and transformation clearly, and make sure the actual experience matches those expectations.

Train your customers how to do business with you.

1. Resist telling people what you think they want to hear.
   • People just want to know what to expect.  Problems happen when we say one thing and something different happens.
2. Set accurate expectations and follow-through 
3. Be accountable and transparent
   • Lack of accountability is the worst.  Leave the excuses at home – no one wants to hear it. Just own it and move on.
4. Be realistic and set boundaries

After listening to this episode, you will have a few tips to start implementing right away, and you’ll start to feel more aligned with your business and more confident in your process.   

I hope you enjoy it!