Three “Virtual Products” You Should Be Selling
Marka scribbled more on the whiteboard:
Be the safe choice
“Never forget that we're in the business of making promises and keeping them,” Marka said. “It's really this simple. Like us, our prospects are afraid of blown deadlines, dealing with new vendors and dreaming up ways to consistently please their customers. In today's job market, they're perpetually afraid of making wrong outsourcing decisions. Let’s discover our prospect's source of fear and position FEI as the safe alternative.”
“Makes sense,” Zoot said.
Marka scribbled more on the whiteboard.
Peace of mind
“When we sell convenience and safety, it's up to us to deliver!” Marka said. “Kept promises are the peace of mind our prospects simply can't put a price on. In the fire industry, the key to success is the ability to forge and maintain long-lasting business relationships. Companies that continually prove their value will develop a roster of happy clients that see no reason to do business with anyone else, even for a few Drachmas off.”
“Marka, you’re brilliant!” Zoot said. “This pep talk was just the cure I needed for my ‘buying on price’ blues.”
“Good,” Marka said. “Now we just have to do something about the way you dress!”
Next week: Marka introduces the concept of “demand generation” to the tribe.
Today’s FIRE! Point
Positioning your printing company as the provider of three virtual products—convenience, safety, and peace of mind—will help you erode buying objections and win more work.
FIRE! In Action: Guitar Center Sells Convenience and Peace of Mind
Every Guitar Center location has a separate Website aimed at positioning its sales staff as experts who have answers to all of their customers’ guitar questions. By helping to erode buyer fear of choosing the wrong instrument, this campaign led to nearly 12,000 new sales leads for Guitar Center in just its first eight weeks.