When you are sharing information about your product or service, people are bound to have questions, lots of them. Your job is to know the answers! You have to know what you do inside and out to help others better understand what you’re selling. Some products and services clearly have to have demonstrations and explanations, but don’t assume because it appears simple or straightforward people won’t ask more questions. Inquiring minds want to know.
Example: I was at a networking event talking with two business owners. One introduced the product he was launching, a lotion, asking us to try it. Before trying the product, the other business owner asked a pretty simple question, it would seem: Does it have xxxx in it? She was allergic. The response: I’m not sure. Ooops! This gentleman was immediately discredited because he couldn’t answer yes or no to what should have been a very simple question. The next series of questions and statements revolved around who made his product and why he didn’t know what was in it. Instead of questions that might lead closer to a future sale he was getting questions about his manufacturing. Trust me. Those are not the questions he wanted. He soon left the conversation, after which the other business owner turned to me with this appalled look commenting, He doesn’t know what’s in his own product?!
You know the saying, when preparation meets opportunity . . .
You have to know what you’re selling.
This is just as relevant with a service. Part of your role in knowing what you’re selling is to help others understand the who, why and what. To do that you have to anticipate questions, look outside yourself and take someone else’s perspective into consideration. The problem is that most of us are too close to our own products and services to do a comprehensive job of that. We know we offer the best products and services so all anyone really needs to know is how do I get it, sign up, purchase, etc., right? Wrong!
When you think of introducing your product or service, consider the questions that might be asked. Here are a few:
- How do you work with your clients?
- What kind of results have you gotten?
- How can you help me/us specifically?
- Who else is using it?
- What are your rates? The cost?
- What’s your process for getting started?
- Why should I buy your product/service?
- How is this different from xxxxx?
- How do I use this?
- What’s in it?
Keep in mind when someone is speaking to you, reading your materials, visiting your website, etc. and being introduced to your product or service for the first time, they are looking for information to help them make a decision. Ultimately they want to know, Is this a good fit for me? It’s your responsibility to help them decide. And it all starts with buy-in. Make sure you can answer their questions and provide them with enough information to get them intrigued, interested, and/or invested.
Biz Practitioner
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