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Help customers make an
easy decision to buy
Is there an easy way
to make
the competition irrelevant? In an age with so much
access to information, bombarded by advertisements and
commercials, is it possible to keep the attention of your
potential customers? What is the secret to help customers make
an easy decision to buy? There is
a secret formula
that works for
retail solutions,
e-commerce, bids and
proposals. It is a simple
formula that has worked since the days of bartering beads, beans
and burrows.
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Create
Differentiation
Create differentiation
within your own products or services. If you have an assortment
of products or services to offer, you may have identified your
differentiation already. Common examples of
competitive differentiation for
products may be based on size, speed, color, components,
combinations or accessories. Common examples of differentiation
for services include speed, performance, quality,
responsiveness, availability, ease or integration. If you are in
the unique position of having only one product or service to
offer potential customers then you should consider accessories,
partners or other options to create a variety of levels from the
perspective of your future customers. If all else fails, you can
offer different levels of shipping speed or delivery.
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Focus
on the Moment of Truth
Focus on the moment of
truth, the place or position that your products or services will
be offered to the customer. In a retail environment this may be
the end-cap, a wall display, shelf space or a counter display.
On the Internet
this may be an on-line store, e-bay or your
personal web site. It may be in a catalog or a brochure. It
could even be part of an email communication.
Occasionally the
moment of truth may be in the form of a bid or proposal after
several months of discussions with a potential client. The
moment of truth is the moment that the customer has a an option
to make a purchase decision, to buy your products, invest in
your services or hire you. This is the moment that you need to
put your good, better and best foot forward.
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