If you want your business to be a success, you will need to be able to answer a simple question.
It is a question that every single customer is asking themselves when they see you, your brand and your products and services.
They are all asking it…even if they don’t say it aloud.
That question is,
“Why should I buy from you?”
Not…
Why should I buy what you are selling?
But…
“Why should I buy from you?”
From you in particular
We live in oversupplied times. We all have many competitors.
Unless you can answer that question, you aren’t giving your customers a reason to switch from their current suppliers – to you.
If you cant give them a reason, they wont switch.
So…ask yourself
What makes you special as a business?
No,…it isn’t price (seriously, you never want to compete on price – it brings the wrong kind of customers)
Why Should I Buy From You? 4 Powerful Reasons
To give a compelling answer to this question you need to know what makes your business different from the competition.
You are looking for something that truly separates you from your competitors.
How are you different?
There are only four real answers to this question. Take a look at the list below and choose which one describes what you are best at.
You must be adequate at all of them but you can only be truly amazing at one.
By building your marketing and sales message around your key point of differentiation, you will find it easier to give your potential customers a compelling “Why to buy”
How To Differentiate Your Products And Services
Most Technically Advanced Product
You offer a market-leading offer in terms of what you do and this is the core of your marketing message. Well-known brands that use this differentiator include Tesla Motors, Huawei, and Bosch.
Consider:
- What competitive advantage do I offer through the improved performance I help my customers get?
- What does your advanced product enable your customers to do that they can’t now?
Best Customer Service
Your offer centres on the quality and depth of the relationship you have with your customer. This could include a bespoke service or one that offers solutions built on customer input. Well-known brands that use this differentiator include Zappos Shoes, Saville Row Tailors, and Netflix.
Consider:
- How can I build value for my customer using increased convenience or personal service?
- How will the relationship you develop with your customers add value to their business?
Best Operations
Your offer centres on the method you have for sourcing the best deals from suppliers and using that relationship with suppliers to offer huge choice and ease of purchase. Well-known brands that use this differentiator include Asda, Amazon, Comparison websites for insurance, travel etc.
Consider:
- How can I best show my clients my huge range of products, ease of purchase and delivery?
- What does my operational excellence give my clients that they don’t have already? Time saved? Improve their own services? Lower prices?
Best Brand Story
Your offer centres on delivering extra value for your customers via the prestige or value associated with your brand. Well-known brands that use this differentiator include Rolex, Apple, and The principality of Monaco.
Consider
- How does buying my product of service give my customers bragging rights or status?
- How does buying my product add value to my customers’ brand/business/identity?
Being clear about why your customers should buy from you will help you have MUCH easier conversations with your customers and help you understand what to say when it comes to the selling process
This will make your marketing messages clear and ensure that you have an answer for every question you are asked in a sales meeting.
What To Do Now
Put a little time aside and really consider what makes you special as a business. You might want to ask a couple of your closest customers what they think is special about what you do. The time spent at this stage of your process will make everything a LOT easier down the line.
Getting this right can be a little tricky.
Which is why we would like to help you.
If you are planning to start a business we could offer personal business support, from developing your initial idea to registering your business with Companies House, making everything is simpler and easier to manage.
If you are considering setting up a business and are unsure where to start, drop us a message via our contact page and we will get back to you as soon as is humanly possible.
