Hot Button # 1 – Product
1. Options, variety, and selection
2. Quality, results must match expectations
Hot Button # 2 - General Customer Service
1. What you do in addition the sale (value add)
2. Education, advice and knowledge
Hot Button # 3 - Price
Hot Button # 4 - No hassles follow through
The ease of purchase is the focus for the retail model. This model is best developed with the idea that comparisons are the focus. Your prospects need something. They want to make the best decision, and have information concerning the product, but desire more.  The prospects are feeling confusion as to who is actually any good at providing the items sought for. It may be difficult to decipher the information concerning the solution. There appears to be little reliable information. There is a fear of getting an awful deal or product and they are skeptical. There might also be a lack of time in which to make a decision. Every retail situation deals with the same emotions and decision making process, the difference is only in frequency. The less frequent the purchase the more intense the emotion - especially if the value is high. Your marketing challenge is to overcome these issues in a very credible, easy-to-understand way, so your sales people’s primary function is to close sales. The most important factor to the prospect is results and education. The prospect wants the item that they purchase to match the expectations they have developed. Plus the prospect wants to be educated about the item and what options are available. The important factors center around selection or options and this also applies to niche businesses. |
The biggest problem for the prospect is a lack of information, or not trusting the information that is coming from a sales rep. Not having enough options and selection can be a problem to the prospect. The typical experience is mixed, but generally positive for the retail industry. Any objections will be of the "Educate me..." type. Tell me a story and then prove it. The prospect needs to get a story they can validate. They need to see the options and selection and then to be educated about the product. The prospect expects results - the ultimate selection with education to facilitate a good decision. Your marketing needs to convey this if they are ever to set foot in your store or click to your e-commerce site, let alone make a purchase when they arrive. Contact us today to arrange a free assessment of your marketing requirements. |
