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People are all consumers of goods and services. We thrive on things that make life easier for us. But with everyone wanting to try their hand at commerce and dive into the business world, it has created a lot of competition. Companies have to step it up a notch in order to stay afloat. It gets harder and harder if you don’t know how to market your business properly. Geoff Slater shares his views on how to make your way to the top. Influential Factors When people go to Australia’s shopping malls to purchase an item, they usually find shelves lined up – an array of the same product with numerous brands to choose from. If the customer is unsure of what to buy, or doesn’t have a favorite or a preference, he or she is more likely to go for something that he or she knows or has heard of before. Their decision is influenced by many factors. It could be the personal style and taste of the person, or perhaps the price of the item. Some go for cheaper ones while others value quality and don’t really mind if they have to pay extra. Sometimes, they go for a product because of the person selling it. If the salesman is able to convince them, then they try it out. Most are influenced by media, advertisements, and the popularity of the brand. Importance of Branding The brands in Australia that have already established a name for themselves and have gained popularity over the years have an edge over other not-so-popular or new brands. When consumers hear the brand name, they automatically associate it with something – usually what the particular brand is famous for, what people can get from it, what makes it stand out from other brands and why it’s the best choice. You also have to consider your target market. Who do you think are most likely going to use your product or service? Are you meeting their needs? Are you content with your target group? Do you think your product or service will sell with that specific target group? Your brand can only stand out if you select the perfect customers. If you think all the answers to these questions are going to be positive, then expect your brand to be recognized in no time. Selling Uniqueness and Truth According to Geoff Slater, a product or service is only as good as the person trying to sell it. This is a reality for many companies and sales people. Of course, you have to have a pretty good product because you can’t just say things that aren’t true. That would be lying to the customer. And when they discover that the product or service is not what you so proudly advertised, your reputation as well as your company’s reputation will go down the drain. Honesty is, after all, the best policy. Many companies go overboard in selling. What you should be doing, according to Geoff Slater, is concocting a scheme that can convince customers. How do you do that? First of all, tell the truth, and nothing but the truth about your product or service. Next, show people something different, unique, creative, and innovative. People are curious beings. When they see something new on the market, they try it out. It is important to put emphasis on the very thing that makes it special. Lastly, show people how significant your product or service is to their lives. Put this thought in their heads: What impact does this have on me and how will I benefit from this? And make sure to answer their question confidently and truthfully. Putting in a Little Extra After giving the customer exactly what they want, you should not stop there. Of course they are already satisfied, but more than giving them satisfaction, you can give them pure happiness and also more admiration for your company. You can do this by putting the cherry on top of the cake. What’s meant by this is that your customer didn’t expect you to make the sale even better, but you did. Take for example, buying something in a department store worth a hundred dollars. You are already content with it since it’s what you wanted all along. When you pay for it, they tell you that you’re entitled to a free item with the same brand worth twenty dollars. Don’t tell me you won’t be pleasantly surprised by something like that? Of course you would. Every chance to give more than what is expected should be taken. Whether it is through the product itself, the sales representative giving more customer service than required, or the selling and marketing strategy used by the company, it can make a tremendous impact on the customer.
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