4 Ways To Make Your Product Seem More Valuable and Desirable

4 Ways To Make Your Product Seem More Valuable and Desirable

You probably think that your product line is the best one out there. After all, that’s why you sell it! And it’s easy to fall into the trap of thinking that because you understand the benefits, the value is obvious to everyone. But that’s usually not the case. And simply reciting a long list of features and benefits will likely lose you the sale. It takes a skilled salesperson to highlight products in a way that make them seem valuable and desirable to customers.

Here are some tips to make your products feel more valuable and desirable for your customers:

Get people talking. The more you can get others talking about your products, the more valuable and desirable they will seem. So when your customers are happy with your products, ask them to tell a friend. Provide them with the “above and beyond” service experience that makes them want to jump on Facebook and tell all their friends to shop with you too. Record videos of your customers using your products (or ask them to provide videos) and feature them through your social media profiles. Post testimonials from happy customers on your Facebook Page and website so people see how great your products are. Run contests where people submit pictures of themselves using your products, and share those photos with their friends. It’s a human trait to want what others have and like. Capitalize on that to build the desire for your products.
Skip the long features list. Presenting too many features and benefits can bore your customer, and cause them to become overwhelmed, so they buy nothing at all. Instead, listen carefully to your customer and ask questions that help you find out what is important to him or her. Then you can highlight just the features that are most relevant to that specific customer, which makes your product seem most valuable to him or her.
Highlight ease of use. The easier you can make your product seem, the more valuable it will be in the eyes of your customer. Of course you don’t want to in any way misrepresent your product, but educating your customer on how to use your product so that they don’t have to struggle to figure it out later will help your customer make a purchasing decision. Rather than having to rely on the instructions that come in the box, they’ve already had an educated salesperson who has taken the time to explain the product, and shown how easy it is to use. That beats a nameless, faceless big box store with uneducated employees every day of the week, and makes it more likely you’ll get the sale.
Offer a test drive. People love to “try before they buy,” so when possible, give people the chance to test out your products risk-free. Offer a money-back guarantee, or have samples they can use before they purchase. When you let people use your product first, they can see for themselves how valuable your product is, which increases the likelihood that they will buy it, because they’ve integrated it into their routine.

When customers have a chance to use and understand your products, they are more likely to purchase for themselves, and tell their friends. How do you present your products so that your customers find them desirable and valuable? Would love to read your thoughts in the comments below.

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DSEF & BBB: The “Skinny” on Weight Loss Advertising

DSEF & BBB: The “Skinny” on Weight Loss Advertising

By Melanie Alakkam

It’s almost swimsuit season, and the weight loss industry is energized! Marketdata Enterprises forecasts the US weight loss industry will reach $66 billion in 2013. Most people aspire to have that “bikini body” by summer. With so many diets, weight loss programs, and pills on the market today, which plan or program is right for you?

Advertisers should be prepared to show the facts that claims are based on. Here’s where BBB plays a role, by asking businesses to show substantiation for claims in advertising.

In its ongoing review of advertising, BBB serving Dallas and Northeast Texas recently reached out to Bouari Clinic of Frisco, TX. The clinic offers a weight loss assistance program. BBB asked for proof of these claims:

The average male patient loses up to 1 pound of fat per day.
The average female patient loses up to ½ to ¾ pounds of fat per day.
The average female may expect to lose about 25 lbs in 40 days and the average male may expect to lose about 35 lbs in 40 days.
Bouari Clinic Advantage Oral Spray regulates and improves the function of organs and glands to normalize their activity… to stimulate healthy weight-loss by way of hormonal balance and improved function.

The BBB Code of Advertising states that advertisers should be prepared to substantiate any claims before publication, and also states that claims about performance, efficacy, and results should be based on recent and competent scientific data.

Ultimately, Bouari Clinic of Frisco failed to substantiate, modify or discontinue the scientific and results-oriented weight-loss claims that were challenged by BBB in Dallas.

Similar concerns were raised by BBB serving Southern Nevada with the franchisor, Bouari Clinic, LLC, but there was no response.

With so much invested in weight loss each year, both financially and emotionally, BBB recommends doing some research on a company prior to transacting business. It’s easy to check out a business at www.bbb.org or use the free BBB iPhone app, www.bbb.org/iphone.

One place to start is to weigh the claims made about a weight loss product. As the saying goes, “If it sounds too good to be true, it probably is.” What kinds of claims should you look out for? Beware of promises like these:

Lose without diet or exercise!
Eat all your favorite foods!
Instant weight loss, guaranteed!
Just take a pill (or shake or bar)!
Lose 30 pounds in 30 days!

Be leery of programs that promise you will lose weight without diet and exercise. The key to achieving and maintaining a healthy weight isn’t about short-term dietary changes. It’s about a lifestyle that includes healthy eating, regular physical activity, and balancing the number of calories you consume with the number of calories your body uses. For more tips, see “Weighing the Claims in Diet Ads” from the Federal Trade Commission (FTC).

Contact your Better Business Bureau if you find or fall victim to advertising claims that are “too good to be true”.

DSEF and the Council of Better Business Bureaus (CBBB) foster honest and responsive relationships between businesses and consumers—instilling consumer confidence and advancing a trustworthy marketplace for all.

About the Better Business Bureaus
As the leader in advancing marketplace trust, Better Business Bureau is an unbiased non-profit organization that sets and upholds high standards for fair and honest business behavior. Every year, more than 87 million consumers rely on BBB Business Reviews® and BBB Wise Giving Reports® to help them find trustworthy businesses and charities across North America. Visit www.bbb.org/us for more information.

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How To Be More Successful in Your Business

Have you ever felt like you’re just going through the motions? That you’re not really moving forward in your business, but instead just spinning your wheels? It takes a conscious effort to be effective in your business, and do what must be done to not only get the daily stuff done, but also to grow. Here are some tips for overcoming apathy in your business, and being more effective.

Realize that it’s up to you. No one else is as invested in the growth of your business as you are. So identify the growth goals that you have for your business, and write them down. Once you know where you want to go, identify the daily activities you must do to achieve those goals, and make sure you do them. No one else is going to do it for you. If you want to grow and be more effective in your business, it’s up to you to map out the direction you want to go, and do what must be done.
Get organized. Nothing saps your productivity and effectiveness more than a mess. If you’ve got piles on your desk and stuff all over your office or place of business, it’s time to get organized. You’ve already identified the goals you have and the activities you need to take to grow your business. Now make sure your workspace supports you in achieving those goals. Set up a filing system that keeps important documents close at hand. Make sure the files on your computer are well organized and easy to access. When you are unorganized, you make it a lot harder to be effective, so set up your systems. And if you need help, ask!
Surround yourself with motivated, effective people. If the people you spend your time with complain about their work, and only do the minimum, it’s going to be harder to motivate yourself to be effective. So seek out people who are as committed as you are motivated to reach their goals and go far in life and in business. Ask their advice and share your dreams with them while you also encourage them in their endeavors. Learn what they do to be effective in reaching towards their goals, and apply those principles to your business. Your success is often determined by the people you spend the most time with, so make sure the people you spend time with will encourage you to get where you want to be.
Never give up. The thing that separates successful people from failures is their willingness to keep going. To be effective, you must have in place a strategy that can help you get motivated when you feel like giving up. Maybe you have a network of people that are willing to encourage you to keep going when you are discouraged. Maybe you have a song, or a workout routine, or a motivational video or book…something that gets you pumped up and moving forward. Choose these things ahead of time, so when you have those moments of discouragement you’re ready to put them behind you and move forward.

Being successful in your business is not just about knowing the job. It’s also important to have the mental focus and clarity that helps you overcome obstacles and move in the direction of your goals. By keeping these strategies in mind, you can be more effective and successful in your business.

How do you stay effective in your business? Would love to read your thoughts in the comments below.

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4 Ways To Master Your Sales Pitch

4 Ways To Master Your Sales Pitch

When presenting your product or service to a prospective customer, there is a lot to consider. It’s important, or course, to know the features and benefits of what you are selling, but it’s more than that. You also need to be able to build rapport, and then listen well, understanding the needs of the person you’re talking with.

Here are four things you can do to help you master your sales pitch, and close more sales:

Do your research – Before you are ever in a position to present your product or service, make sure you’ve taken the time to learn about what people want, and why they would buy your product. Spend time finding out the needs of your target market, and the problems they have that your product or service solves. Understand what is important to your target market, and how they spend their time. By taking time to understand what your customers in general are seeking, you will have an advantage when working with a specific customer.
Know your prospect or customer – When you present to a specific customer, the most important thing you can do is ask questions to understand that customer’s specific needs and communication preferences. Begin by building rapport…ask about family, what they’ve been working on, etc…and find commonalities that help the customer feel comfortable and connected with you. Be sure also you are communicating in the way that the customer prefers…do they prefer communicating electronically, via phone, in person…make sure you know! Ask questions about problems the customer might have that your product or service can solve, and what they are looking for. The more you can learn about the customer, the better able you’ll be to customize your presentation in a way that specifically addresses what the customer is looking for.
Focus on value – After you have a good understanding of what the customer needs, it’s time to present products/services that meet those needs. Focus on what you’ve learned about their needs, and highlight how what you have to offer will bring value to the customer’s life. This could be financial or it could be lifestyle-related. For example, you can help the customer picture how much better life would be if they had your product. You don’t need to present every single feature of your product. Rather, focus on what the customer has told you they are looking for, and highlight how the customer will benefit when they choose your product.
Make a conscious effort to close deal – After you have presented the products or services that will best meet a customer’s needs, it’s time to close the deal. It’s not enough to present a list of benefits. You must ask for the sale. You can opt for the direct approach: “So, how many would you like?” or you can use an assumptive close: “Would you like me to gift wrap that for you?” But be sure you make a conscious effort to close the deal, because you can’t expect your customer to do so.

When you regularly apply these four steps, you will find that you are more likely to close sales because you are focused on the needs of your customers and prospects, rather than on a list of features and benefits. Sales is a people business, and the more focused you are on meeting the needs of people, the more successful you will be!

What advice would you give to someone looking to master their sales pitch? Would love to read your thoughts in the comments below!

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3 Ways to Make Your Business More Attractive

3 Ways to Make Your Business More Attractive

As a small business owner, your business is often an expression of yourself. And you can attract more people to your business when they feel a personal connection to you. In fact, this is what changes people from occasional purchasers to loyal customers that recommend you to everyone they know.

So how do you make your business more attractive? Here are some tips:

Be Genuine. Think about the people you know who are absolutely good. You love spending time with them, and helping them, don’t you? People love the feeling they get when they interact with honest, genuine people and businesses. Make sure your businesses practices are absolutely honest and ethical, and always choose to do the right thing, even when it’s not convenient. If you believe in a particular cause, use your business to support that cause, and talk to your customers about it. It will help them come to know the real you, and love you, and your business, for it.
Express Your Passion. There is a difference between businesses where people just show up, and the ones where people are passionate about what they do. Make sure your business is an expression of your passion, and help people feel that passion every time they choose to do business with you. Go that extra mile in service. Educate people a little more each time about why your business matters in their lives. If you love what you do, people will feel it, and passion is contagious. In an era of social media, word of mouth can spread globally, and that passion can help you grow your network and increase your business.
Invest in Others. Helping others is always good business. So find causes that your business can support, and make sure your customers know about it. For example, a local bookstore agreed to host a donation bucket for a local food pantry’s food drive. But in addition, they also offered to give an extra discount to customers that brought in more than just the minimum donation. This created goodwill in their community, and also gave the food pantry another reason to talk about their business which helped them gain more customers. Investing in others is a great way to build the goodwill that brings more business.

Making your business more attractive is simply a matter of helping people come to know what you believe in, and helping them feel the passion that you feel.

How do you attract people to your business? Would love to read your thoughts in the comments below.

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DSEF & BBB: Identity Theft on Social Media – Are You at Risk?

By Katie Burgoyne

Social media is a great outlet to engage with family and friends, but are you sharing too much in the process? Identity theft can occur with only a few key pieces of your personal information. And now, courtesy of social media profiles, that information is easier than ever to steal. For example, an average Facebook profile lists a person’s name, date of birth, and hometown. So already you have provided a thief with crucial information they need to steal your identity.

The most effective way to protect yourself from identity theft is to make your social profile private. As well, consider the information your putting on your site. Does your friend of a friend really need to know your home address? Probably not. The more personal details you withhold, the safer you will be.

Check out NextAdvisor’s infographic below that presents some alarming statistics about identity theft on social media sites.

To read the full article, visit http://www.nextadvisor.com/blog/2013/04/02/are-we-revealing-too-much-about-ourselves-on-social-media.

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Reaching Your Target Market In Different Generations

Reaching Your Target Market In Different Generations

We’re at an interesting point in history. We have generations that grew up without the internet, and those that have never been without it, all in the same workforce. These are your customers, employees, team members. And in order to work effectively with each generation as a business owner, you have to be extremely flexible, and prepared to deliver you message in multiple ways, in order to reach people of every generation.

Here are some tips to help you work effectively with multiple generations.

Research: Take the time to understand the needs and communication styles of the generations that you work with. For example, Generation Y prefers texting over email communication, whereas baby boomers prefer a phone call or face to face communication. Generation X wants you to communicate via email or text, but you need to keep it short. By researching the communication preferences of each generation, you can craft messages that are more effective, and that help you get your message across. Here’s an article where you can start: Communicating with Many Generations

Ask: Generalizations about communication preferences are great, but it’s also important to ask the individuals you work with how they want you to communicate with them. For example, many people today prefer to learn via video, and there is a big push to produce authentic videos of actual customer experiences. Yet there are still some who don’t have the patience for video, and would prefer a quick summary of steps. Make sure you’re asking how people you work with want to hear from you, and then honor those communication preferences.
Be Flexible: As you work with multiple generations, you may need to deliver the same message in different ways in order to reach everyone. So this means you need to learn all the communication techniques (text, email, video, handwritten note, social networking, etc.) and then be prepared to deliver each message in a variety of mediums. For example, if you want to let your customer base know about a sale, you may send out a text alert to your customers that have signed up for that list, include it in your email newsletter, record a short video about it that you post to YouTube, Instagram and Facebook, and write a personal note to your best customers that you send through the mail. In this way, you can be sure that everyone, regardless of generation, gets the message.

In order to be a business that attracts many, you need to communicate in the ways that people prefer to hear from you. So be sure you’re taking the time to learn about generational communication preferences, and then create a strategy to communicate effectively with the many generations you serve.

How do you adapt your communication style for various generations? Would love to read your thoughts in the comments below!

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DSEF & BBB: Do Your Homework Before Signing Up For Work-At-Home

DSEF & BBB: Do Your Homework Before Signing Up For Work-At-Home

By Charles Wood

The ability to work from home is an attractive proposition, especially when a company promises high income for little effort. But Better Business Bureau advises consumers to be careful about accepting these offers.

BBB received over 1,800 complaints about work-at-home businesses in 2012. The majority of consumer complaints alleged companies required them to pay up front for work-at-home opportunities and were promised income that never materialized.

Work-at-home schemes have been around for a long time. Traditional schemes such as envelope-stuffing are still around. A consumer recently forwarded to BBB a pay-upfront offer from Preston Lord Enterprises aka Maxwell Gates Enterprises, which was sued in 2011 by the New Jersey Attorney General. The lawsuit was part of “Operation Empty Promises,” a nationwide crackdown against work-at-home scams.

Digital age work-at-home scams are now commonly reported by consumers who respond to offers found on the Web or receive offers after signing up on job-hunting sites.

The Federal Bureau of Investigations warns that involvement in work-at-home schemes can make a consumer vulnerable to identity theft or unknowing involvement in criminal activity. The FBI breaks work-at-home scams down into the following basic categories:

• Advance-fee. Consumers are asked to invest money up front to pay for inventory, set-up or training materials. When the materials arrive and turn out to be worthless, the consumer is stuck with the bill.

• Counterfeit check “mystery shopper.” The consumer is sent a check and asked to deposit the funds, withdraw money to shop in local stores and wire part of the money to the employer, keeping a percentage. When the check turns out to be bogus, the consumer is left on the hook for the full amount.

• Pyramid schemes. The consumer is hired as a distributor and must pay large amounts for promotional materials and products such as pamphlets with little value. The consumer is promised income from recruiting more distributors. When the scheme falls apart, the only ones to make money are those who started the pyramid.

• International go-between. Criminals, often located overseas, sometimes involve unknowing victims to help them steal, launder money and remain anonymous. A criminal may offer to hire the consumer as a U.S.-based agent to receive and re-ship checks, merchandise and offers to other potential victims.

Austin-area resident Carolyn Reininger was excited when she was contacted after signing up online for work-at-home opportunities. It wasn’t long before her excitement turned to frustration and disappointment. The company offered to help her start a small credit-card processing business—for a fee.

Reininger paid $5,495 and was told the company would get her started by developing a list of businesses that needed third-party credit card processing. “They were supposed to work your leads,” she said. “They were going to work them and then give you the first 1,000 leads. They would get it started, help get your company established. The leads would help you contact companies that wanted this service.”

After Reininger noticed the company no longer seemed to be gathering leads, she began to call with questions and either got no response, or was encouraged to spend more money.
Reininger said she got a call from someone she said was touted as an expert who told her he could make anyone into a millionaire. “He wanted me to spend more money. I didn’t want to. He got kind of belligerent and then I never heard from them again.”

Perry Bird of Round Rock paid over $2,000 for a website advertising diet and nutrition products. He was told he would receive money for advertising based on traffic to the site. He said the income did not materialize and the company would not honor a promise to refund his money if he cancelled within 30 days.

Bird said after he bought the website, he could not get through to anyone with the company. “At first they wouldn’t take my calls,” he said. “Now they won’t answer the phone at all. They got $2,250 from me. I’m on a fixed income on Social Security Disability.”
Bird said after he sent his second payment via bank draft, he had second thoughts and the next day sent certified letters to two Phoenix, Arizona addresses saying he wanted to cancel. The letters were not accepted. “They said I could cancel within three days,” he said.

Before signing up for any work-at-home opportunity, BBB advises job hunters to:

• Start with trust. Check out any company at bbb.org to view their BBB Business Review free of charge. There you will find the company’s history of complaints and contact information. For a list of accredited businesses, go to checkbbb.org.

• Be skeptical. Beware of any offer that guarantees a lot of money for little effort and no experience. Thoroughly read the website’s terms and conditions, keeping in mind that a free trial could cost you in the end.

• Don’t be fooled by affiliation claims. Be wary of work-at-home offers that use logos from Google, Twitter or other popular online sites. Just because Google is in the name doesn’t mean the business is affiliated with Google.

• Check the domain. Research the website with Whois.net or a similar site for determining domain name ownership. Be cautious if the site is anonymous or individually registered.

• Beware of unexpected offers. If you receive a job offer without filling out an application, meeting with the business or being interviewed, it is probably a scam.

• Don’t pay up front. Being asked to make an advance payment to get on the ground floor of a big opportunity is a red flag, especially if it is a large payment or the company doesn’t provide much information about the deal. Handing your Social Security number or other personal information to suspicious sources could lead to identity theft.

• Don’t wire money. Being asked to wire money is a red flag. Scam artists often ask you to wire payments because they know you won’t be able to get the money back.

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Six Ways to Give Your Customers the Best Experience Possible

Six Ways to Give Your Customers the Best Experience Possible

Your business relies on your customers to keep it profitable and thriving. One of your top priorities should be to make sure each customer is getting the best possible experience each and every time he or she patronizes your business. It’s a good idea to interact personally with your customers on a regular basis so you can see first hand whether or not you are succeeding in this area.

Write a clear statement about what your clients should expect from you. This may come in the form of a “Customer Bill of Rights” similar to what commercial airlines have created for their passengers that clearly states what each customer should expect. You might also include a basic statement in any marketing materials or other printed literature pertaining to your business. Stating expectations clearly in advance will prevent disappointment down the road.
Keep track of how you have made customers happy. Perhaps you stayed past closing one day to make sure a customer could pick up his order on the way home from work. Maybe you rushed an order free of charge for a loyal customer in a jam or provided home delivery. Keep track of the extra things you do to satisfy your customers, so that you can provide concrete examples when training staff and promoting your business. Tracking such things can also lead to new ideas for improving customer service overall.
Focus first on the the customer’s problem, not on your product. Each product or service you provide should be a solution to a customer’s problem. Solving problems should be your main focus. When you speak with a customer, be sure to ask specific questions to find out what the problem is and how best you can solve it. If you fail to do this and only focus on your product, the customer will feel like he or she is being “sold to” and will likely tune out.
Take responsibility for everything. Even when you delegate tasks and projects to other team members, the responsibility ultimately falls on you. Make sure you keep yourself informed of all aspects of your business, whether or not you are directly involved. This goes for both successes and failures. Your customers should know that you have a personal stake in everything that goes on in your business because it holds you accountable and makes you seem trustworthy enough to deserve their loyalty.
Make note of customers’ personal likes and dislikes. As you get to know your customers, make a note of personal preferences they may share with you. This will help you to more effectively tailor your customer service to their individual needs. Keep an index-card sized file box handy or keep track on your smartphone, and add to your notes regularly after seeing a customer. He or she will appreciate the individualized attention.
Show your clients your appreciation for their business. Each and every customer should feel valued and appreciated by you. Sometimes a simple, “Thank you for choosing us; we look forward to seeing you again!” as a customer leaves can make a world of difference. Or send a handwritten thank you note to customers periodically. You can also get creative with how you demonstrate your appreciation by way of incentives and promotions. Find your own personal style, and make sure your customers know how you feel.

Improving customer interaction involves focusing on the customers’ needs first and holding yourself and your team accountable for the way you do business. What else would you add to our list? Please leave your comments below!

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DSEF & BBB: Be Cool. Know About the “3 Day Cooling Off Rule”

DSEF & BBB: Be Cool. Know About the “3 Day Cooling Off Rule”

By Myriam Cruz

One of the questions we often hear at BBB is how to cancel the purchase of a product or service. While there are various reasons for wanting to cancel, many consumers feel they are pressured into making a purchase or signing a contract. They often feel they don’t have all the necessary information to make an educated decision, hence the feeling of buyer’s remorse. However, the desire to cancel a purchase seems to be most often on sales made at a consumer’s home or at a location other than the company’s normal place of business. For purchases such as these, the Federal Trade Commission (FTC) has guidelines for consumers and businesses.

What Consumers Should Know

The FTC’s Cooling – Off R ule gives consumers three days to cancel purchases of $25 or more conducted at a buyer’s home – even if the salesperson is invited to make a presentation at the home, workplace or dormitory, or at facilities rented by seller on a temporary or short-term basis, such as convention centers, fairgrounds, and/or restaurants. The right to cancel for a full refund extends until midnight of the third business day after the sale and consumers do not have to give a reason for cancelling. However, there are exceptions.

Company’s Responsibility

The salesperson must tell consumers about their cancellation rights at time of sale and provide two copies of the cancellation form, along with a copy of the contract or receipt. The contract should be dated, show the name and address of the seller, and explain the right to cancel in the same language used in the sales presentation.

How to Cancel

To cancel, consumers need to sign and date a copy of the cancellation form – or a letter – and mail it to the address given for cancellation, making sure it is postmarked before midnight of the third business day after the contract date.

Upon cancellation, the seller has 10 days to:

· Cancel and return any promissory note or negotiable instrument signed;

· Refund all money and tell whether any product will be picked up; and

· Return any trade-in

Within 20 days, the seller must either pick up any items left with the consumer or reimburse the consumer for mailing expenses if they agree to send back the items.

If consumers don’t make the items available to the seller and return them in good condition, they remain obligated under contract.

Handling Problems

Complaints regarding the Cooling Off Rule can be submitted online to the FTC atwww.ftccomplaintassistant.gov or by calling 1-877-FTC-HELP.

When have you experienced buyer’s remorse? What service have you had trouble cancelling?