Client Magnets Blog

What does your product offer your clients? You might answer “better techniques” or “improved processes”. But the reality is that what a client wants to feel is that she’s achieved a desired end result. Whether your product is business coaching or hypnosis, the end result is all that matters to your clients. To successfully market your product, you must package it in a way that reaches the client’s desired end results.

Sell Results, Not Techniques

Let’s use the example of cold calling techniques as a product that meets many people’s needs. They may need better techniques for making cold calls, but what they want is to feel good at the end of the day that they’ve been successful.

To package your cold calling techniques in a way that sells, therefore, you must emphasize the desired end result—the confidence that they’ve done a great job. Do you see how that would change your marketing?

How do you know what result your target client hopes to achieve?

You must begin by really getting to know them. To successfully package a product targeted toward end results, you must know what motivates, excites and disappoints your target market. Until you’ve spent the time to get to know your target market, your marketing efforts won’t achieve the success you desire.

Using our example again, what motivates someone who regularly makes cold calls in order to sell? What does that person fear most? What could you promise them they’ll achieve by using your product?  Being able to answer those questions means stepping in close, observing and talking to people in your target market, learning what they read and where they shop. There is no substitute for the kind of information you can gather when you decide to learn more about your target audience.

Packaging an Intangible

One reason you might be having trouble selling your product is that people don’t know what they’ll get until after they buy it. For intangible products such as coaching or training services, it’s difficult to know how to package them toward an end result.

You could find yourself in a stalemate with your clients, in which you’ve generated lots of interest for your product, but no one will commit to buy. How to break that stalemate? By repackaging the product as something tangible, instead.

Here’s an example: Suppose your hypnosis clinic isn’t booking enough sessions. One of the tangible end results of hypnosis is smoking cessation. Instead of focusing your marketing on selling individual sessions, bundle sessions together into a “Smoking Cessation Package” instead. You’ll be surprised how full your schedule will be once you’ve packaged your product into a tangible end result.

By packaging your intangible product as something tangible, your clients know what results to expect. Rather than selling a process, sell the results of that process. Instead of booking sessions, sell groups of sessions targeting a specific result. You could even build a package of information products that clients can purchase off the shelf. Any way you make your product and its results more tangible brings you closer to success.

So, if you’re struggling with prospects who won’t commit, ask yourself “What can my target client expect to happen by using my product?” Then package your product, and your marketing, toward that goal. When you do, you’ll see the kind of business you’d always hoped you could have.