Give Your Customer The “WOW” Factor!
You are passionate about your Avon business.
Of course you are! The opportunity is fantastic, and Avon has always been known for providing quality products at value pricing.
Avon is the king of innovation! Many of the skin care technologies available today were first created by Avon!
So you get to work learning everything you can about the product.
After all, you want to have all the answers if you are posed a question, right? Wrong!
Your customer doesn’t want to know everything about the product.
They’re not interested in where it is made, or how it is made, or many of those other features.
What they really want to know is actually quite simple…
Mostly, they just want to know two things:
Will it work, and will it work for them.
If they want to know more, they will let you know. And then you can answer their questions.
Focus on Product Benefits
Understanding the subtle differences between your product’s features and benefits can trigger an important shift in your sales success.
The difference is slight, but it is there:
Product features are what the product does – actions like reducing fine lines, removing stubborn stains, adding fragrance to your home or providing good nutrition.
Product benefits are the advantages your customer obtains from your product – advantages such as convenience, looking younger, improved health or appearance, etc.
When you concentrate on things a product does, you are leaving it up to your customer to figure out for herself how the product will make her life better or easier.
Busy people don’t have time to work that hard!
You want to make the connection for her, and make it so completing that she thinks, “Wow!”
The reality is simply this: Your customer doesn’t care how your product does what it does.
She wants to know what is in it for her.
How will it make her life better, add value, solve her problem, or make her feel WOW!
I mean, think about it… When you think about what motivates you to buy, isn’t it what the end result will be when you use the product?
After all, when a man buys a quarter-inch drill bit, he doesn’t want a quarter-inch drill bit. He wants a quarter-inch hole!
He’s only buying the drill bit to achieve the result.
The Secret Formula
Lead your customer through the four stages of learning your product to get her to the bottom line – what’s in it for her.
Use language she understands and she’ll respond even more quickly.
Facts and benefits are the first two stages.
They are available in the Avon catalog and the customer can read them or ask you questions if they want to know about that.
Focus on the third stage by learning the benefits of your product and make a list of all the solutions it provides.
And for the fourth stage, come up with a WOW! Factor.
Let’s Look at an Example
So, let’s take a look at our new Isa Knox Anew Clinical Collagen Booster™ Rejuvenating Serum Ampoule
The easiest way to do this is to get the Product Information Sheet from Avon U. I downloaded this one for you to demo, so you can download it here.
I love Avon’s product sheet because they give you bullet points and they even have a “Why we Love It” Section.
Just be sure to break it down into words that tell your customer “What’s in it for them.”
Let’s take the information from the Avon Product Information Sheet to determine the 4 Steps:
Product: Isa Knox Anew Clinical Collagen Booster™ Rejuvenating Serum Ampoule
Fact: Helps skin boost natural collagen
Benefit: Boosts elasticity and improves firmness
Solution: Helps your skin’s natural collagen production, so your fine lines and wrinkles will start to disappear. And as an extra bonus, even your pores will start to shrink.
Wow! The individual ampoules make it so easy and convenient to use, and soon people will be wondering if you had cosmetic surgery!
Put it into Action
Increasing your sales can be boiled down to this simple process.
Remember, most customers don’t care how your product is made, where it comes from, or the process they need to follow to get results.
They’re typically not interested in ingredients either, unless they’re allergic to something or have heard about a particular ingredient. And in that case, they will ask.
They only want to know what is in it for them!
Know the solutions you offer or the WOW! Factor.
Those are enough.
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By Lynn Huber
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