Educate your customers to improve your sales results

People buy what they understand and when they do not understand, they buy based on price. Ask yourself - what convinces you to purchase a particular product or service? Would you spend thousands of dollars on something you did not fully understand especially if there were a lower cost alternative? As products and services become increasingly complex, while remarkably becoming more commoditized, you have a real opportunity to increase your sales by educating your customers.

Several years ago, the sale that started my career was simply a result of providing a short training session that reduced the complexity of the product I sold. I provided training that would help my customer regardless of the vendor they selected and when I asked for the order, the customer simply returned the favor by awarding me the business over my competition.

You are probably thinking that this strategy can backfire and you are right. The customer can take your education to your competition for a “better deal”. However, most sales strategies can backfire and of all the sales strategies I have used, educating your customer will provide the best sales results. To educate your customer and improve your sales results, try these suggestions:

Ask yourself - what are the key things that our customers need to know about our industry or the products and services we offer?

• Does your industry provide a service that could make your customer’s lives easier? Do you sell a technology that could really benefit others if they understood how easy it is to use and how your technology could ultimately save them time and money? Think about it and you will identify the primary objectives for the education you can provide.

Ask yourself - what are the various opportunities we have to offer the customer education?

• What are the interactions with the customer that provide the best opportunity to provide the education that they need? Does your customer education need to occur on the customer site before and/or after the purchase of your product or service? Does education need to be a “special event” or can you add just a bit more to what you already provide the customer? Think about it and you will identify the appropriate times and places to offer the education you can provide.

Design customer education to meet the objectives of the customer.

• Customer education is NOT about sharing every single detail of the product or service that you offer. Customer education is about providing the relevant information that will help your customer make more money and/or make their life easier. Ask your customers what they would most want to learn from your company. You might be surprised by the answers you receive and you will be in a much better position to give your customers the information they are looking for.

In summary, educate your customers to improve your sales results. People purchase products and services that they understand and that can provide real value to them. As products and services become increasing complex and more commoditized, the providers that take the time to educate their customers will have a competitive edge in the marketplace. Take the time to find out what information your customers need, provide the information through some type of customer education and watch your sales results soar.

Bob Riess is the President of The Customer Connector and can be contacted through www.thecustomerconnector.com or at (859) 240-2550.