Is the glass half empty or half full?

This well-known proverb says that an optimist would say a glass is half full, while a pessimist would say it is half empty. Which are you? Businesses need to seriously review how they market, sell and communicate to their customers because customer behaviour has changed.

Many people still have money to spend, but the way they spend it has changed and businesses have to communicate to their customers more effectively

So how do you get customers to spend with you? There is one question that all customers ask both consciously and subconsciously. And that question is, “What’s in it for me?”

The key to communicating the benefits of your product or service is to look at them through the eyes of the person you are selling to. The more you know about your customers’ needs, the easier this will be.

Businesses and consumers don’t buy on price alone. If you want proof, look out the window at the cars that drive by, or look at the clothes that people are wearing, or the mobile phones or electronic devices that people use everyday – they are not all using the cheapest goods and services on the market.

The challenge for businesses is to ensure that their marketing and advertising for their products and services communicate the real benefits to their customers. Benefits tell people what results they can get from using your products or service. ¬†They explain how people will feel when using your product or the time they’ll save from buying from you instead of buying from your competitors.



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