5 Steps to Read Your Prospect’s Mind And Position Your Product as The Perfect Solution
It’s an old adage in business and marketing – customers don’t really buy the product, they buy the benefits from it. What does this really mean? This only means that customers actually buy the transformation they get from the product/service.
Whether you are selling cosmetics, clothes, diet pills, insurance, or even travel packages online, making your prospects say “yes” will depend on how you can show that your products/services can help them achieve a want or solve a need.
Your potential customers are usually unhappy about something. It could be because of a lack of confidence due to weight and image problems, or lack of productivity at work because they are burnt out from working all week long.
Your job, of course, is to identify the reasons for their unhappiness or dissatisfaction and then position your product as the answer. Your diet pills can help them manage their weight, your clothes and cosmetics can help fresh up their look, and your travel packages can offer a relaxing break from their office job.
The technique here is to be able to identify the “before” and desired “after” stages of your customers. In the “before” stage, this is where you identify the problems and the reasons for the unhappiness of your target customers. The “after” stage is their desired outcome or transformation that they get from your product/service. To master this, you have to go through the 5 steps below:
Define your customer’s “before” stage.
Your customers have problems and aspirations at the same time, that’s why they tend to seek products that can address these gaps in their lives. You have to dive deep into their psyche. If they say they want to earn more money, it’s not just really about the prospect of earning money – they are aspiring to afford some things. Whether that be a college education, house, car, or a tropical vacation, there is always a more specific goal or want your customers to aspire to achieve.
Define their ideal “after” stage.
As said earlier, there is always a more specific want, goal or need that your customers are aspiring to achieve. And always remember that your product is not just a product – but it provides a service. A service that can transform your customer’s life for the better.
Try to find out any objections that they might have.
Customers will always have objections, and it’s not just because of financial constraints either. Let’s face it, many people were already scammed by organizations that claim to offer home-based industries. And even if they were not personally scammed, they might know someone or at least heard similar stories from other people online. But aside from that, your customers will have hesitations for other reasons. So get clear about those and always prepare yourself for a good response in these situations.
Come up with a customer avatar.
The basics here are to know the demographics of your target customer. Their gender, age, occupation, location, income, and educational levels. However, you should also go deeper than that. You should also know what their dreams and aspirations are, the number of kids they have, and the kind of neighborhood they live in. You have to put yourself in the shoes of your target customer to know what possible hopes, dreams, and intentions that they might have.
Join the conversation in your customer’s mind.
Again, it’s not enough to know the demographics of your target customers in order to get an inkling of what their goals and aspirations are. You have to dig deeper. What types of pages do they follow on Social Media? What do they search about? What websites or blogs do they regularly read and follow? What do they do during their free time? These types of information will give you a clearer picture of your customer’s intent, and you will be able to define their hopes and aspirations more quickly and accurately.
Focusing more on the customer’s intent will give you a higher chance of success. By knowing their intent and aspirations, you would know what they need, and then you would know how to position your product as the best solution to their desires and woes.
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