Hopefully you have given the matter a little thought and decided that educating your customers is the way to go. The opportunities are almost endless but consider the following process you can follow to start educating your customers and prospects almost immediately.

 Step 1

Make a list of all the facts and details of the product or service you sell. How and why was it developed, how is it made, what materials is it made from, where are the materials sourced from and why, what colour s it and why, how long does it take to train your staff to deliver a service, why is it larger, smaller, louder, quieter, why is it better value. Write down everything you and your team can think of.

 Step 2

Start writing (do not limit yourself in length) about all these details in the form of benefits, advantages and value provided. Customers and prospects will be interested in the detail of your product or service but in the context of how it impacts upon their lives. Write in an informative interesting way. If you are not confident to write then buy a small digital recorder and have an imaginary conversation with someone where you simply tell them about your product or service. Bring your enthusiasm and passion into this “conversation” and then have the tape transcribed.

 Step 3

Take your customers “behind the scenes” of your business. Do this either literally by arranging trips or outings for selected customers, or figuratively by writing about it.

 Step 4

Write a free report about your product, service or industry that will provide prospects with valuable and helpful information which they would not otherwise have had. DO NOT make your report into a sales pitch. Simply provide good, solid, helpful and interesting information. Make your report so interesting that prospects wish to keep it forever.

 Once you have written your report give it away and use it to identify your prospects.

 Have a GREAT Day!

Stuart Lockley