How do you sell something to someone?
I mean, how do you really get their attention & make them want what you have.
How do you land the sale?
I know & I’m gonna tell you how you can do it in 3 steps. Keep reading!
1} It’s All About Relevance
You have to start off by knowing your customer & knowing your product. It’s called market research & if you want to grow a successful business you’d better get used to it because it’s going to provide the most insight to you.
What is your customer struggling with right now? What will help them with their struggle? Does your product meet their need?
Forget value. You know you’re supposed to provide value to your customer, but it’s still not happening. What’s going on? Instead, think in terms of relevance instead of value.
Is your product relevant to your customer & the need they have. If it is then they’ll pay attention. If it’s not, than you either have the wrong customer in mind or the wrong product for your customer. Go straight to the studio, do not make a sale, do not collect money.
In essence, you have to start your research back over.
Once you know your customer & what they need & you have a product that meets that need, you can move on to #2.
2} You need a tiered product line
You may know who your ideal customer is & you may be getting your business in front of those ideal customers, but that still doesn’t mean that they’re going to buy your products.
Again, the term value comes into play. You may sale beautiful wedding jewelry, but when a bride comes across your shop it doesn’t mean she’s automatically going to buy something from you because she’s looking for bridal jewelry.
Your products may be very expensive because you’re using quality materials. You’re reaching out to brides with large budgets, but what about the bride that has a small budget when it comes to her bridal jewelry? If you only offer high-end pieces you may lose some sales. If you’re okay with that then forget the rest of this step & go straight to step 3, but if you want all the sales you can get, keep reading.
Why not think of how you can offer products to all brides no matter the size of their budget.
It’s called tiered pricing & it’s pretty simple. You have low-range, mid-range, & high-range of product pricing. Here’s where you get creative when it comes to your products. You don’t want to product cheap junk. You want a good quality product, but you have to cut costs somewhere.
For instance, if you have a pearl necklace for sale & you want to do tiered pricing with it you can use fake pearls & silver plated hardware for the low-range piece, you can use fresh water pearls & sterling silver hardware for the mid-range piece, & you can use real salt water pearls & real silver hardware for the high-range piece. That’s tiered pricing.
Now when a bride comes to your shop, you have something to fit her budget no matter what that budget may be.
3} You need to know what to highlight when it comes to your product.
The last step you need to focus on when it comes to nailing a sale is to know what to tell your customer about your product.
Every product comes with features & benefits. Features are the tangible things your product has to offer while benefits are the intangible things it offers.
Going back to the pearl necklace.
Some features of your necklace may be the materials you used, the length of the necklace, the great price, or the fact that it comes as a matching set complete with earrings & a braclet.
The benefits of the necklace would be that you now have the perfect piece of jewelry to wear on your wedding day, it will make you feel beautiful, or that it will become a family heirloom.
Do you see the difference?
Now, how do you know which one to talk about to your customer? Both maybe, but think about what I’m about to tell you below. I think it will make it easier for you to choose just one.
There are 3 things to consider when it comes to selling your product based on it’s features or it’s benefits.
Price, commitment, & need.
If your product is low price, low commitment, & fills a great need, then you’d sell it based on it’s features. Here’s why.
Features are factual & basic. If your customer isn’t investing a lot of cash or time into your product & they really need it, like now, then all they need is the basic info. If it’s a good fit then they’re sold. There’s not beating around the bush or taking a day or two to consider it. They either know it’s for them or it isn’t.
Now if your product is high priced, requires a lot of commitment, but the need isn’t all that great, then you’ll want to focus on the benefits.
Benefits are the things that entice you. They make you want them in your life. If you customer doesn’t really need that expensive necklace then chances are they aren’t going to buy it… unless… Unless you entice them through the benefits they’ll get from purchasing your product. If they buy your necklace they’re going to have a priceless family heirloom to pass down to their children & grandchildren. What a way to be remembered! Or, they will have a stunning piece of handmade jewelry full of love to make them even more beautiful on their wedding day.
Come on! Who wouldn’t want one of those two things!
Do you see the difference here?
It’s all about knowing your customer & what they need. It’s about knowing your product & what it has to offer potential customers. It’s about having options for your customers & it’s about presenting them with the perfect information to make them buy.
Which of the above steps are you struggling with the most? Share your story with me in the comments below & let me help you move past it!
My friends Tracy & Robin of Flourish & Thrive Academy just announced a new 3-Part FREE business training series for jewelry designers. You’ll learn how to beat the feelings of stress and overwhelm and create true FREEDOM in your life! Register now so you don’t miss a thing!