Why Is It Important?

People may willingly pay more for most products or services as long as they understand and appreciate the value they’re receiving. Not knowing, not being aware or not understanding can slow up the buying process.

Sometimes an idea or information provided by a business can stimulate a desire to buy.

Many of your potential clients certainly do not know as much about your service as you do and it may be that they don’t fully understand and appreciate

• how it could benefit them
• how it works
• the opportunities that exist
• how you can help avoid problems
• how to maximise the benefits once they have used your service
• the full level of service they can expect from you.

 

The more people understand and appreciate how a product or service can benefit or improve their life or their business, the more they’ll want it and the more closely connected they’ll become to you if you help them to find this out.

Your Challenge

Your challenge will be to make yourself aware of what a customer needs to know. You will also need to choose the best and most effective method of delivering that information.

How Can You Educate Your Customers?

There are a number of ways in which you can do this:

• Write articles
• Give demonstrations
• Run talks
• Offer training or awareness days
• Offer samples
• Write a book
• Free consultations
• Frequently asked questions on your website or brochure
• Information CD
• Tele-seminars or teleconferences
• Online demonstrations or presentations
• Exhibitions

 

If your customer education is presented in a relevant and interesting way it will attract more people.

Customer Education – Special Response Checklist

• Howdoyou currently educate your customers?
• What don’t yourcustomers know about you?
• What do you think they need to know in order to buy?
• Find out from your customers by asking what questions they have.
• Consider the best way to deliver that information to them.
• Be creative in your approaches.
• Consider how much detail they need.
• Monitor how well whatever you choose to do works.
• When you provide education, create a system that allows you to capture customers’ details. Keep a record of that customer information.
• Make sure that you create a follow up continued education process.

How To Use This Information

Use this information to make a plan to improve the education of your customers. You may find more ideas about how you can do this as you read the sections on newsletters, events, conferences, article writing and exhibiting at conferences.

48 Using Events And Talks To Sell Your Business

What Are Talks And Events?

A talk is when you speak about a subject of interest to your target audience at either your own or a host’s event. An event is an occasion that either you or a host creates to connect with target customers and offer an opportunity to build relationships and for those customers to learn more about your products and services in the process. Some examples of an event might be speed networking, a conference, a party, wine tasting, an exhibition, dinner with a guest speaker, a debate, a teleconference or a demonstration.

Why Are They Important?

Special events can give you great distinction and connection with your customers and they can be a lot of fun! You offer your prospects or customers a chance to come to you to learn and be stimulated.

A special event gives you the opportunity to attract potential customers through giving them something of value. This needs to be something that ultimately connects with you and your product or service. You could share some up-to-date research data, provoke a discussion, demonstrate a product or service. If this is run well, it will provoke interest in you and your service without you having to sell it.