Great service. Huge stock. Quick delivery. Best prices.
The response you’ll hear 9 times out of 10. The four things every customer is looking for, right?
Service – nobody tolerates for poor service
Choice – we won’t simply buy the first product we see
Speed – we want it and we want it now
Price – we love a bargain
The problem is this is the stock answer to the question ‘why should I buy from you?’ The answer your competitor will respond with too.
We need to be smarter in how we phrase our response. That response needs to be engrained into the heads of your team around you and how you market your business.
Your answer should be unique to you.
That’s what differentiates you.
Try answering a different question. Answer ‘why should I buy into you?’ It will help you rethink your own proposition.
Remember your customer’s decision making is emotive. What’s the hook that will drive an emotive response from your customer? The promise of good service? I don’t think so.
I like what Mahabis offer their customers. They’re “on a singular quest to create simple products that help you relax”. A quest? It tells you that thought and effort goes into the design of their slippers. It creates intrigue. We like simplicity. We like to relax.
That quest will form the backbone of Mahabis’ marketing. The articles they write. The product descriptions they craft. The imagery they present.
Sometimes you’ll find the golden nugget response in the reviews of your products from others. Mahabis create ‘slippers for people who don’t do slippers’ says Wired magazine. That sentence creates identity. Think slippers are uncool? Wrong. Wear Mahabis.
For retailers and makers we need to understand the value of our own response to the question ‘why should I buy from you?’ We need to take ownership of that response and make it so damned clear to our website visitor that we aren’t simply fulfilling a duty ( service, price, delivery & choice ).
Why should I buy from you?
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