Advertising
Creating Demand for Your Product
Possibly. Maybe. Most likely not. You’d be the exception if you did. Forget even trying to create new demand.
All of the above are my answers to this question.
Before we move forward with this topic understand that there are exceptions to the rule. But for every Pet Rock, Hula Hoop, and Cabbage Patch Doll exception, there are thousands and thousands of products that sold very poorly or not at all.
Many new would-be-business-owners (entrepreneurs) believe that the only way they can have a profitable business is to create a new unique product or service that has never been seen before. They believe their business idea must be original and one-of-a-kind.
Most of the Internet’s best marketing minds disagree.
“Don’t try to create interest and excitement in your prospect for your new product. Find an overwhelming problem or desire and solve it.”
What does this thinking suggest? Simply this . . .
Sell into current market demand. Don’t try to create new demand for your unique product.
Selling is made so much easier if your prospect is primed and ready to buy something already. There is almost unlimited demand found in many marketplaces and there is no need to try to create new demand.
If the prospect is just “window shopping” (some call them tire kickers) your chances of making a sale are greatly reduced.
The greatest position to be in as a salesman is to be offering exactly what the customer is looking to buy.
Here’s the thing about creating demand. It is mostly the private territory of very large innovative companies that have huge marketing resources and budgets and marketing departments that have long-term branding ability. Creating marketplace demand is typically an expensive, specialized, and extended time period proposition.
Most small one-person businesses don’t have the resources or expertise to make much of an impact in a global marketplace. Sometimes (not always) small businesses can impact a deep niche market of rabid buyers of new and unique products.
Understand this: as a small online business owner and marketer, you don’t have to create desire or need (market demand) – your charge is to show the active buyer why and how you can fill his desire or solve his problem right now with your product. If you can solve prospect’s problems or show them how they can fulfill their dreams and desires, you can have a very profitable business.
You might tell your prospect: “I know how you feel, I’ve felt the same way myself, and this is what I did to solve my problem.” In the prospect’s mind he’s now thinking … “I have the same exact problem and maybe I can also benefit from this same solution.”
Rather than having to “hard sell” the prospective buyer, the selling becomes a matter of recommending to the prospect the product that is exactly what has worked for you and others in similar situations.
Often it’s a challenge to discover what your prospect wants to buy. He may not divulge his desires or intentions immediately. Yes, he may give you information about what he wants – but prospects don’t always give the real reasons they buy or the problems they are trying to overcome.
The best initial approach seems to be a direct one. Ask your prospects exactly what they are looking for. Give them some incentive to share their wants with you.
Listen to the discussions in the niches where you sell. Ask for feedback, opinions, and comments on your products and those of competitors.
Remember – don’t create products that you think will sell. The Internet is littered with products that were never embraced by prospects. Ask customers exactly what they want and then proceed to fill that pent-up desire.
To your online business success,
Steve Browne
www.SteveBrowneDirect.com