The More You Tell, the More You Sell!

In order to satisfy today's information-hungry audience, K.I.S.S. (keep it simple sweetie) doesn't always apply. Prospects and customers are looking for detailed information to help them make informed decisions. Here are a few tips to help you educate your audience about the products and services you sell:

Make your marketing materials more educational. Include a product history, list benefits from a customer perspective, explain how it works, and provide comparisons of why your product is better than the competition.

Provide customized information packets neatly organized in a pocket folder full of detailed information for customers interested in a specific product or service.

Show confidence in your products by providing free samples, free product evaluations, or a discounted, no-obligation trial for customers to try your products or services firsthand and learn more about them before making a decision to buy.

Take advantages of opportunities to be viewed as an expert in your field. Write guest columns in industry publications, speak at a trade show or on a radio feature, and post your own blog.

Provide a Q&A section on your website that offers convenient answers to potential questions.

Offer educational product videos that show product highlights, key features, and tips.

Create customer forums that allow customers to discuss your products openly and educate each other.

Provide free hands-on training or presentations at your business, during trade shows, or on-site for customers to see and learn the benefits of your products firsthand.

Offer webinars, e-learning, or how-to seminars that offer educational tips and interesting information not only about your products, but your industry as a whole.

Publish a regular newsletter as a marketing tool to build relationships and offer information about your business, team, products, and industry.

Invite customers "behind the scenes." Give them a tour of your building, and introduce them to your team. Show them a "day in the life" of your company. Let them view how products are made and learn more about your quality-control standards and guides.

Remember that educating your customers shouldn't stop at the sale. By staying front-of mind and continuing to offer helpful information and tips, your customers will look to you first when they are ready to purchase again in the future.

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