Don’t sell what you can’t explain
One of the major sales barriers for engineering and technology products is their potential customer’s lack of in-depth understanding of how the products work. We’ll explore both why this is, and how you can improve your offering in a way that will boost not only customer satisfaction but your bottom line as well.
Why understanding sells
You may have developed a better performing product, your engineers know the product inside out, they’ve optimised it perfectly. They could tell you what percentage efficiency increase it delivers, what its processing speed is, or how it utilises the latest CSR chip.
However, your customers do not know the product like your engineers do. Even if they happen to be engineers in the same field, it’s unlikely that they will understand your product without some form of guidance.
As a rule, there should be a full explanation to aid the acceptance of the product, understanding of how it works and how the product solves the problem that the customer has.
This last point is key to sales of course. Customers buy things that fulfill a need or desire. If you can’t demonstrate how your product’s advantages translate into savings, or better quality images, or an experience they’ll enjoy, then they won’t buy it.
But those other points are often overlooked. Even if it does claim to solve their problems, customers – especially discerning, well-informed tech ones – want at least a big picture understanding of how.
Customers go through a process when buying, as you can see below, and information at the consideration stage highly influences the decision to purchase.
The more information you can give your customers during these stages of purchasing, the better.
Going the extra mile will yield massive returns
Without this understanding, you’re peddling a magic bullet. Unbacked by acceptance, baseless claims lead to skepticism, and skepticism does not sell.
Going the extra mile to help customers understand your product will yield massive returns.
A deep understanding of how their products work has enabled Enjoy to achieve incredibly low return rates.
The tech company not only schedules their deliveries to suit you, their staff will come inside to demo your phone, tablet, speaker, or drone, help you set it up, and even recommend apps that they think you’ll find useful.
Compared to the average tech industry of 22% returned items, Enjoy get just 1.4% of their products returned. Their customers have a deeper understanding of the products and are more engaged with, and loyal to, the brand.
What you can do to build understanding
Now that you’re sold on the idea of delighting your customers, lowering your return rates, and polishing your brand image, how can you help customers to understand your product?
After all, not everyone can offer a personal delivery and set-up service like Enjoy. But there are plenty of other ways you can aid understanding:
- Provide detailed data sheets
- Give quick comparison charts or extra data when choosing a product
- Include product guides that cover set-up and use
- Record and post video demonstrations
- Include a link to video set up guides in your packaging
Some of these occur before the sale, where you want to show that you are trustworthy and knowledgeable. Don’t always push the most expensive product.
Give a range of options, even if that just means price anchoring by starting with a premium option before recommending something else.
Once they’ve decided to buy from you, ensure you provide as much information as possible on how to use their purchase. Are there hidden or obscure features some users might not notice? As cool as these ‘Easter eggs’ are, the more people use your product, the better.
The more value they can get out of your product, the more likely they are to buy again.
In conclusion, when your customers understand your product properly, you will see more sales and fewer returns.
Going the extra mile to help customers understand your product has many more advantages. An in-depth understanding means they will make decisions they’re comfortable with, have a more fulfilling experience, and trust your brand.
Think about the different ways you explain how to install, use and make the most of your products. Provide detailed data sheets, comparison charts, product guides, video demonstrations and set-up guides as an example to improve product knowledge.
How do you aid product understanding? Let me know in the comments below.