You’ve created a brilliant service, product or program and you cannot wait to get it out there!
Let’s face it you are an expert at what you do. You know people need your service. In fact, it could help most people to lead a better more fulfilling life!
It’s a success story just waiting to happen!
So you decide to ‘eat that frog’. You face your fear of selling and do it anyway. Even if doing so feels a bit…..icky.
You create an event. You set up Facebook posts. You even invest in some paid ads. You post in Facebook groups. You put it out there. You put it everywhere!
But then. Nothing. Zilch. Or very little.
It is so frustrating! You cry out to the universe?? Why, why, WHY???
It may just be that you are selling too soon.
Human beings have simple needs, but they are complex creatures.
We go through quite a process when it comes to making purchase decisions.
The process leading up to purchase is:
Awareness
We become aware that we have a problem. We can be in this phase for quite a while! We may start Googling the issue to find out more about our problem or condition.
Consideration
We decide we need help. We start to consider our options. What types of treatments could help us? We research and explore. We evaluate the service providers, and people offering to help. Do we like them? Do they suit us? Are they trustworthy? There’s a lot to consider here.
Preference
We’ve narrowed it down to a shortlist. We weigh up the pros and cons of our treatment options or solutions to our problem.
Purchase
We’ve made our decision. The price is right! The solution is right! We are confident in our decision. Time to hand over the money.
Why selling too soon can backfire
If you are trying to sell someone your product, but they don’t know they need it yet, it may fall on deaf ears. They won’t be ready to receive.
You need to educate them first to arouse their awareness. Then once they are aware, they need to know the options that are available. You can help them by explaining these clearly. This can apply to the range of options on the market, as well as the multiple products or services you offer.
But, if you are just flogging your event, product or service, without considering where your market is at, you’ll be missing their sweet spot.
So what’s the answer to selling at the right time?
As a health or wellness practitioner, you are in an advantageous position. You can use education and information to promote your product. You don’t have to hard sell anything!! BUT, you must appeal to their most urgent needs right now!!
BUT, you must appeal to their most urgent needs right now!!
Trying to sell something without a deep felt urgent need or desire will make your job difficult.
Helpful marketing is healthy marketing.
The key is giving people what they need now (education about their problem, their question answered, a solution option) – then what they need next (your product). Too often we just try and give them the product, overlooking the first part.
You need to demonstrate that you know your customer, their needs, their concerns, their objections and their preferences!! Ignore this at your peril.
Accept that they may not buy until they have a real reason to do so and that all of these things must be addressed.
How do you do this? Some ways to consider include:
- Explain signs and symptoms.
- Answer frequently asked questions.
- Do product reviews.
- Share case studies and testimonials.
You can do this through blogs, video, images and social media.
Your customers are looking for what you offer – help them to find you and navigate their purchasing decision!
Include your most important call to action. Make it easy for them to make their purchase decision.
Once they’ve become a customer, you can nurture their loyalty, and they can become advocates!
Want to learn more about health marketing?
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Great blog Krishna!
It’s a tempting thing, to offer what you know in your heart people need. But to offer it before they know they need it, is a tragic waste of all the effort you’ve put in to creating it. Those extra steps, of creating awareness and positioning ourselves as the expert, are so often missed.
Thanks for the excellent reading!
Alex x
You are a wonderful example of this Alex. I know you have always responded to a need you see in your market, and there is so much joy in delivering something that you know people actually want! It’s a great way to grow your business, and feels good too. xx