Convincing people to buy your product or service is no walk in the park. With so many companies competing for the same sliver of pie, it’s challenging to become a go-to brand. Not to mention, the current economic situation has many consumers thinking twice before hitting the “buy” button.
You may think that relaying claims and asserting your product’s benefits is the key to success. However, consumers can read right through a pushy pitch. Instead, it can be more beneficial to demonstrate your product or service’s benefits by showing them all it can do. This tactic is a way to capture the audience’s interests, engaging them and bringing them into your story. It’s also a way to prove the value of your brand, highlighting why they should be interested in it.
The concept of “show, don’t tell” was originally a narrative technique for story development. However, this writing approach is applicable in the sales world too. Interested in learning more about how to lure in customers with this strategy? Read on for four ways to make “show, don’t tell” your secret to sales success.
1. Demos
Seeing something in action can be convincing, and demos are a great way to accomplish this. At its simplest, a demo is used to explain how your product or service works. Think of it as a brief overview, explaining its main functionalities and benefits. The type of demo you leverage depends on your sales strategy. If you work remotely, then a video demo may be your best option as opposed to a live demo, which can work well at a conference.
With any demo, you’ll want to go in knowing your audience and having your goal top of mind. Avoid going off-topic or diving into minute details by writing out an outline and script. Your voiceover should accompany any on-screen visuals or anything you’re showing live. For a video demo, you may consider using a screen recorder to capture what you’d like to show on-screen. If you’re reviewing a new app or platform, for example, going through the steps live can make for an easy-to-understand user experience.
2. Case Studies
A jazzy product description can be alluring, but it may not help in converting leads to sales. A stronger solution is a case study — data or research that backs up the use case for your product or service. When individuals see how others have benefitted, they are more likely to buy-in to whatever you’re trying to sell.
The best case studies will tell a story about a customer’s success. It should include what actions were taken and explain what was delivered. It shows potential buyers what you did for other like-minded customers rather than listing off everything you cando. Let’s say you’re selling a new task management software platform and a big tech company is currently using it. A case study would provide pertinent stats on how your brand helped from an efficiency and productivity perspective.
One more note on case studies: they must be recent. An old example isn’t going to be noteworthy and may actually be troublesome. Potential customers will see right through this and likely ask for something more relevant and up-to-date. Take the time to curate the data in a manner that is comprehensible and showcases the advantage of going with your company.
3. Customer Reviews and Testimonials
Like case studies, customer reviews and testimonials are another way to show how your offering benefitted other consumers. Users will look at reviews to see if the purchase is worth their money. In fact, research shows that nearly everyone (99.9%) read reviews when shopping online and 98% find them to be an essential resource. It’s similar to trusting family and friends for information. Knowing this, having a section on your site for customer reviews can be a way to increase sales.
Reviews can also increase customer loyalty and improve overall customer service. Engaging with a loyal fan that writes a heartfelt review is a way to show that you care about your customers. Users who see that you’ve engaged in a customer review section are more likely to think better about your customer service. It’s also a way to build relationships with your customers, starting a conversation with them and opening the door to feedback.
4. Webinars
Webinars can be an engaging and educational tactic to show potential and existing customers what you offer. Webinars were quite popular during the pandemic when many live events were canceled. They were a way to reach consumers who were likely at home and looking to be entertained. Vital Proteins, a supplement company, hosted regular webinars informing viewers about new product launches. They brought in medical experts and brand advocates to speak about the benefits of regular collagen usage for overall health and wellbeing.
For a successful webinar, you’ll want to thoughtfully plan the session to avoid over describing and narrating every detail of your pitch. Similar to a video demo, it’s best to show how the product works rather than talk about it ad nauseam. Think of how you can best engage with a remote audience. You might choose to incorporate a pop quiz with prizes or an interactive questionnaire. Bring in a host that knows the product inside-and-out, and organize a Q&A. Online events can be compelling to watch, but you have to make them interesting.
Takeaways
Helping your audience see the value of your product and your brand as opposed to making a hard sell is advantageous. You’re likely to win more customers over by proving how you can impact their life rather than dictating it to them. Through demos, case studies, testimonials, and webinars, you’ll lead your customers to the conclusion that your brand is superior.