3 Steps To Describing your Products Effectively
ByIf you’re actively selling products, you’ve probably heard the following questions before from potential customers who point to one of them and ask…
- “What is this?”
- “What does this do?”
In my workshops when I ask this question, I invariable get a DATA DUMP of what the product IS with lots of features and technical jargon, such as, “It contains XYZ, a powerful anti-oxidant”. So what? What does this mean to me or anyone else?
Data dumping will cause people to mentally shut down and go away, unless you can describe your product with the language of – what’s in it for them or, HOW IT HELPS PEOPLE.
What someone is really asking is, “Tell me how this helps me.”
There is a way of replying that paints an interesting and compelling picture that will interest and draw people into a conversation with you. You might recognize it as a customized version of The Personal Introduction Speech that I talk about in my book “How To Sell Network Marketing Without Fear, Anxiety Or Losing Your Friends!”
So here are 3 steps you can take with each of your products that will help you describe them in a way that will both educate and attract people to wanting to know more.
1ST STEP
Ask Yourself: “What problems does my product solve?”
As an example let’s take an arthritic relief/joint compound/cartilage growth product as an example. (I like this one because I use it myself!).
Remember, problems come in pairs – Factual and Personal, so we look at them this way…
1. FACTUAL PROBLEMS: Pain from arthritis. Reduced mobility, Side effects from pharmaceutical solutions…
2. PERSONAL PROBLEMS: I feel inadequate because I can’t move around like I used to. I feel sad I can’t lift my grand kids anymore. I’m feeling a lack of self-esteem from having to be dependent on others to do things for me…
Keep adding to these lists… this is your lifeline (**By the way… I’m interested in what you come up with, so if you want to send me your list, I will send to the person who I consider has the most comprehensive one a FREE copy of my “12 Ways to Start Conversation Without Fear” CD’s.)
2ND STEP
Ask Yourself: “How does my product solve these problems?”
For example…
FACTUAL PROBLEMS SOLVED: It oils the joints. It helps rebuild cartilage It helps relieve or eliminate pain or discomfort. It can increase or return mobility. It has no side effects that many pharmaceutical products have…
(Ask yourself as well, what does it do that other similar products don’t – (Unique Selling Features/Advantages… such as, works faster…more easily absorbed… has secret ingredients…)
PERSONAL PROBLEMS SOLVED: Let’s people lead an active and healthy life once again…lift their grandchildren, play with the kids, go skiing… feel good about themselves… increased self-esteem, no more feeling of dependency….
3RD STEP
Create a reply comprised of 3 Elements:
- State some Generic Problem or Problems that most people can relate to or have heard of.
- Explain how the product solves them
- Ask a Question
So in response to a question of: “What is this?” You could paint a compelling picture with a reply:
- “Well, you know how, what with the aging population, many people are suffering from arthritis and feel inadequate because they aren’t able to do the things they used to…? “
- “Well what this does is help prevent or reduce the onset of arthritis… it also provides oil for the joints and builds new cartilage so that people can lead active and healthy lives, and feel good about themselves once again.”
- “Have you ever had any challenges of this nature?”
If they have they’ll tell you, and you can open up a Natural Selling Dialogue based on their history. If they haven’t, the chances are they will know someone who has.
Regardless, EVERYONE WINS!
Now, do that with all your leading products. Learn the phrases and soon the replies will just trip off your lips without you even having to think about them!
For more in-depth training check out my latest program called “How to Have Fearless Conversations…” and get all your questions answered.
About the Author
Michael Oliver is an internationally recognized trainer, speaker and author and the founder of Natural Selling, the only sales training program designed to really eliminate rejection and objections. Visit his blog and signup free to get blog updates by email, along with the latest news, free advice, additional resources, and a lot more! Go now to http://naturalsellingblog.com. While you're at it, check out http://www.naturalselling.com.Subscribe by email and get blog updates, news, and more!
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Regarding data dumping, the most impressive ‘back- handed’ compliment, I’ve ever received was, “Frank, I believe you have an unlimited capacity for information, most people don’t.”
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Hello Michael,
You know what I peronally like in your articles ?
It’s short,dedicated,and straight to the point.
It’s always tooks me 3-4 minute to read it, and make important points in my head.
THANK YOU to all this useful information.It really helps me in daily work.
Warm regards from hot Israel
Guy Katz
Hello Micheal,
You are straight to the point about sales.
Keep flow going and thumb up.
Salute.
Hope you will visit Malaysia someday.
Why not have a training course? I can arrange.
Best regards
CK Liew
HOLA MICHAEL
GRACIAS POR TUS COMENTARIOS.
HE LEIDO TU LIBRO EN ESPANOL: COMO VENDER SIN MIEDO, SIN ANSIEDAD Y SIN PERDER A TUS AMIGOS, Y ME ENCANTA LEER TUS COMENTARIOS, YA QUE REFRESCA MIS CONOCIMIENTOS EXTRAIDOS DE TU LIBRO. (YA QUE HAY VECES ALGUNAS COSAS SE OLVIDAD)
GRACIAS POR REFRESCAR LOS CONCEPTOS
Thanks CK… Looking forward to you arranging a training course in the near future!
I enjoyed that! Thanks Frank!
Thanks Guy… i just returned from a month in Turkey and it was hot there as well. I might be returning to Turkey in September so I’ll see if I can arrange another trip to Israel! M
I always do that mistake (dumping data)
thank you for your wisdom.
this post is very usefull thx!
Hi
You wanted a list of of “by the way”
Here are some of mine
By the way…what will your life be like in 3 or 6 months if you do nothing now?
by the way how long have you been living that way
…what other problems does this create for you
…How would it make you feel if had the right answes to help achieve that?
…How would you rate how you feel right now with 10 being the worse?
…If I Could show you how to change how you are right now with your arthritis pain how willing are you to making some changes?
…by the way According to the New England Journal of Medicine in 2002 “the U.S atty General said 2/3rds of all death are caused by improper diet
…And M.D. Victor Marachione said, The top killers …heart attack, heart disease, cancer, alsheimers, allergies, asthlmas ets can be reversed or preventeby eating the right foods and getting the proper liquic vitamisn and enzymes and minerals.” Like Vibe
..what drugs are you taking now.
…Linus Pauling 2 time winner of the Nobel Peach Prize said,
“Every disease, every aillment, every sickness is caused by the lack of proper vitamins and minerals and enzymes
…The one time richest man in the world “J. Paul Getty” said aftaer 10 years in his sick bed…”Without your health…money is just mud.
At 83 years young I have Vibrant Health and abundant energy from Vibe, is something you would like to have?
…are you willing to do what I did?
What did you eat for breakfast, lunch and dinner?
..In each bottle of Vibe there are all the vitamins, enzymes and minerals found in over $1200.00 worth bought at the super market.
…Since it takes 12 to 14 weeks for a sick cell to become a vibrant cell this is not a magic bullet.
…Vibe does not cure anything. It simple feeds the cell so the immune system can repair your damaged body…are you ready and able to start on this exciting health journey. Os your street address? …is this your correct email address> I will send you a list of good and bad foods to put on a 3×5 card and paste on your refrigerator to remind you every time you open the door. …You start with one ounce to see how you detox and then go to 2 ounces daily until you feel well and vibrant….Which credid card are you using
Marige Garrison 727 392 8886 EST
Great list of questions Marige!
Great site. A lot of useful information here. I’m sending it to some friends!
Good fill someone in on and this post helped me alot in my college assignement. Thanks you as your information.