Be the Solution!
In the world of business, the definition of a product (according to Wikipedia of course) is “anything that can be offered to a market that might satisfy a want or need.” Consumers have needs and wants, and it is your job as a business owner to satisfy those wants and needs. No one goes into business because they are bored and want something to do. If someone is coming to your business to buy a product or service, its because they have a want or a need and they are looking satisfy. If you are able to address the needs of your clients and be the solution to their problem, you will earn the trust of your clients and in the long run, earn lot of sales from them!
For example, if someone comes into your store looking for clothes for their son/daughter this sales prospect will express that their need is to purchase clothes for their children. However, you could then take this need recognition a step further and show this client the latest fashion trends in children’s clothes, find out what kind of clothes their children enjoy, etc. By showing that you understand this client’s problem (perhaps even more than they do) you will earn their trust. With trust comes a happy customer that will likely praise and spread word of your business!
This concept has its root in the age-old marketing concept of selling benefits, not features. You shouldn’t be trying to sell your customers on how great the features of your products are; you should rather be selling your products by how they make your clients look, feel, and perform. If you are able to put your sales emphasis on the benefits that your products and services provide, you can establish yourself as THE solution to your customer base’s problems, and you will certainly see a skyrocketing of sales!
If you can’t immediately identify who your target audience is and what needs they have, you should take a minute, pull yourself out of your business owner shoes and put yourself into the shoes of someone walking into your business. Try to figure out what YOU would want out of your business and focus your marketing and sales campaigns towards those needs.