If your small business sells tiddlywinks, it may be easy to assume everyone in the world knows a lot about tiddlywinks as well.

This may come to a shock to you…but they don’t!

It’s easy when we live and breathe an industry that we just assume the consumers know what we know. The brand of tiddlywinks all the professionals use and the different air resistance factors that can affect a match.

But people don’t. So you need to teach them. And if you take a pre-emptive strike and answer all their questions before they’re asked…well you might just be on your way to building a relationship.

Why

In the physical world it’s easier to explain to a client why they should choose this product over that product. And if the client trusts you they will usually take your recommendation. If you say that X brand of tiddlywinks (really I just like using the word) is going to splinter and give you nasty thumb injuries, they’ll believe you.

The same needs to apply with your website. You need to educate your visitors so they can make an informed decision with your products. They need to walk away from the experience feeling they got the absolute best result for their time and money.

And if your products aren’t suitable for them, let them know! Nothing will impress a potential client more and gain more loyalty than pointing them in the direction of a different solution that will give a better result. Because the next time they need something from your industry…who do you think they’ll come to?

How

Write guides on how to select the best product for their needs. Teach them everything they need to know about the products they’re looking at. Those that want the information can go over it in great detail, while the rest can just get what they need and make the purchase.

Have solution assessment flowcharts, have product demonstration videos. Collect questions and make the responses into a Frequently Asked Questions (FAQ).

Homework

Choose a problem your visitors face and write a guide to help them find the best solution.

    

This entry was posted on Monday, May 5th, 2008 at 2:21 pm and is filed under Advertising, Copy Writing, Customers, Mindset, Selling. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.