You’ve heard the saying, “customers don’t buy products they buy benefits.” It’s all about learning the language of your target market, “What’s In It For Me!”

So how do you begin speaking the WIIFM language and keep customers for life? Here are three areas to start with:

1. Economic Potential. Attract good customers.
Give worthwhile but truthful reason to knock on your door from a financial perspective. Most people and businesses buy products and services to improve their lives which directly relates to improving their financial condition.

This is very easy to do. You can add a money back guarantee to your sales page or presentation. You can talk about results expected from using your solution or you can talk about gaining more time with family. It will all depend on what you’re selling and who you’re selling to. It all starts with attracting the right market with words.

But the words and economic potential are not the end of keeping customers for life. You have passion, you have the best sales page ever or the best presentation, wonderful prospects are knocking on your door but then something happens…that excitement leaves you because now you have to service those wonderful prospects that became clients.

Not only do you have to back up the economic potential with good quality solutions (value + price), but you also have to bring the knowledge.

2. Knowledge. Give your customers what they want.
Theories are fine but without experience and proven results your knowledge can be useless for the end user. Now that you’ve gotten your target to knock on your door and for some they actually became clients, you have to tell them how to work, use, and/or implement your solution.

For example, I recently invested in a service to help with marketing a particular product. The sales page was long as ever and made tons of promises with testimonials and all. They hooked me in based on the (economic potential) and I decided to try it out since it was a small investment.

After about a week trying to figure out how to use the program that contained outdated instructions with language I’ve never heard of, I asked for a refund. So in the end the company did not provide adequate knowledge for me to use the program. They’ve lost me forever.

This is a basic example and you might be thinking, “I provide instructions, that’s nothing.” Well, this example is not about instructions only - it’s about providing knowledge to your customers on a consistent basis and that knowledge must move beyond theory and on to proven results, how to’s, and updates as new things happen.

By the way, that software company never returned my calls or emails asking for help, they didn’t provide the most crucial element of keeping customers for life, support.

3. Support. Turn your customers into advocates.
This one is easy…this is where you’re focused on the original need and you support that need with customer service, quick response to problems, viable answers to questions, and most importantly just help people.

Don’t be stingy and don’t nickel and dime your customers. A good business person knows that people work for money, but live for acknowledgement. So acknowledge your customer and let them know you support them.

These three areas are what I live buy when it comes to keeping my customers coming back and turning them into advocates for Effició. The most important lesson I’ve learned is that I’m human and I make mistakes just like everyone else. I fix my mistakes and make sure I support my customers. I guarantee your customers for life if you implement these strategies.

by Sherese Duncan

© Effició, Inc. Sherese Duncan

About the Author:

Sherese Duncan, is the ‘The Entrepreneur’s Strategic Partner.’ Get her FREE Award Winning weekly eZine, Tactical Growth. It’s for small biz owners who want actionable strategies to grow their small business. Sign up for your free growth package at http://www.tacticalgrowth.biz

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