Optimizing Profits

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Advertising Secret Number 1 – Sell the benefits to the client

Many articles on marketing start with defining your target market, but I would suggest that it starts well before that. Know your product! How can you create a positioning paper, market place strategy, advertising program, or sell your product or service to anyone without knowing your product completely?

Your business success revolves around knowing your product and understanding what your customer needs are. The customer is much more savvy than they ever were and much more informed. Information about almost anything is at their figure tips. By having this knowledge, it instills faith, trust, and respect in the customer. It also provides a much easier and faster way to connect with prospective buyers. Finally, it allows for a higher conversion rate for your salespeople and easier closing.

It sounds very simplistic and basic, but that is why it is so important. Most people won’t do it because it is too simple, too basic, and too easy. By not taking that first step you are likely going to fall flat on your face and not have as many sales as you could have. Back when I was playing football, at the beginning of the season we would all spend hours practicing the basics, stuff you learned in high school. If you couldn’t perform the basics as a team you certainly would not be winning any league championships.

Let’s start, because no matter how good your product or service is no-one will buy it if they don’t want it or don’t think they need it:

What is your product or service?

What will your product or service do for your customer?

What won’t it do?

What problem does it solve, why do your customer need you?

What colors or options does it come with?

Why do people need or want your product or service?

How long will it last?

If there are others products or companies that does your service in the market, what sets yours apart?

How can your prospective client purchase your goods?

Are there any special manufacturing processes? 


Why should the client buy from you? 


Is it a good investment? 


Is it safe? 


Is it environmentally responsible or socially acceptable? 


Servicing, warranty and repair information. 


Would you buy it? 


Why wouldn’t you buy it?


What does your competition offer? 


You must be the totally invested in your product and its number one champion. 



Why are these items so important? 


How can you be enthusiastic and believable if you don’t believe in your own product? 


Having all this knowledge at your fingertips allows you tell your prospective client the benefits and know the triggers that tips the balance towards buying from you.


Your customer wants answers and wants them now. They will have much more confidence in you if you can answer them immediately. You build trust faster. 


How do you get this product knowledge? 


Beside reading the literature the company produces, you can talk to the manufactures, designers, repair personnel, and field people. Try out the product or service yourself. If you can’t try it out, go talk to people who used your product or service.


If there are more salespeople in your company, ask them to describe the value your products and services deliver. Finally, if you already have customers ask what their opinion are. If you don’t have customers form focus groups. Regardless of how small your business is, you can always have a focus group or mentor table.


What now?


Product knowledge is an essential marketing tool. Understanding your products' features allows you to present their benefits accurately and persuasively. Customers respond to marketing tools that are sincere and tells them to buy your product or service. 


 A defined product means a defined business. 


Chuck Groot’s CPA, MPA, MBA credentials as an author, teacher, business coach and entrepreneur are noteworthy. His clients credit their success to his uncanny ability to get right to the root of any challenge that they put in front of him.  He credits his success to his clients and their willingness to being open to new ideas and desire in pursuit of excellence. 

As an entrepreneur, his enthusiasm and innovative approach have garnered him both professional success and the recognition of his peers. But his greatest delight is being able to share these skills with others and enabling them to be successful on their own.


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