Benefit Approach To Marketing – Regardless of your media, to make your marketing concept work in advertising messages you must analyze each product and service in relation to these two elements:
Product point – Those features built into the product or service. Product points are usually highly touted in advertising messages, but they are relatively ineffective unless they are integrated with the second ingredient.
Benefit – The advantage a customer receives after purchasing the product. Your advertising should promise benefits and make those promises believable by naming the product points that will produce the benefits. For example, “You’ll feel better about your family’s safety (benefit) when they are riding on the new steel-belted radials from Armstrong-thanks to the interwoven blankets of steel embedded deep in the tread (product point).”
Media – Consider many types of media in your promotional campaigns.
- Direct Mail
In summary, the importance of promotion in the overall marketing strategy suggests you devote time to its written plan and constantly monitor the plan’s performance. Be creative but avoid cuteness. Stick to the benefit approach, and your customers will respond.
Your business’s success will depend on your ability to persuade others to take actions that will help them while also helping you. This is referred to as a win-win situation. Both parties in the transaction must receive a benefit in value or in satisfaction.
The key to successful selling is to determine which motives brought the customer to you and then develop a sales presentation that will convince the customer that you and your product can meet those needs. This process can be broken down into a series of steps:
Prospecting – This is the activity of identifying potential customers or running ads to entice people into your store.
Pre-approach – This includes planning what you will say to customers and what evidence or displays you will need to enhance your presentation.
Approach – This may include a greeting, statement of objective or series of questions to determine exactly what the customer wants. Learn as much as possible about the customer and his or her buying motive before you begin your presentation.
Presentation – This is the opportunity to tell customers everything they need to know to make an intelligent buying decision.
Dramatization – Show enthusiasm for your product or service.
Proof – Words may not be enough. You may need to show facts and figures, endorsements, testimonials or other means of backing up your claims.
Visualization – Help your customers visualize the satisfaction they will derive from buying now.
Demonstration – If possible, let the customer experience the product. Many items are difficult to sell without a test drive.
Trial close – This is a statement or question designed to let you know how close the customer is to making a buying decision.
Uncover objections – Find out why the customer is not ready to buy.
Meet objections – Go back over your presentation to clear up misunderstandings or doubts the customer may have.
Final close – Ask a question that causes the customer to make a buying decision in your favor.
Follow-up – This includes all the steps you take to write up the sale, arrange delivery, receive payment and ensure customer satisfaction.
The above process may be inefficient in many selling situations. The genius and creativity of advertising is its flexibility in preconditioning the customer and answering some objections. Certainly your reputation, attitude and the atmosphere of the selling situation can do much to alleviate fears or concerns in the mind of the customer. Your best prospect often is a satisfied customer or the friend or relative of a satisfied customer.
For many products or services, direct mail and telephone selling can be used to complete the sale or to qualify prospects for a personal follow-up.
Motivation is an essential ingredient in persuasion. You and your employees must maintain a positive mental attitude. You must learn to sell yourself, your company and your product. And your attitude must be one of serving the customer first, with the realization that your success depends completely on your ability to serve the customer.