Let’s assume your company sells widgets. Can you describe to a customer your widgets and all their benefits? How about your employees? Do they know your product as well as you?
This past weekend my wife and I went to a Chinese restaurant to order some take-out. We weren’t familiar with some items on the menu so we asked the girl taking our order for an explanation.
Aside from what she had personally eaten, all she could do was read the menu’s descriptions back to us.
If your employees don’t even know your products, how do you expect your customers to understand them?
Quiz your employees on your products and services. Can they really describe them to your customers? Even if certain employees aren’t involved directly in sales or customer facing tasks, they need to know the basics of your company. They become the default marketers when others ask them about where they work. Don’t let them answer “I’m not really sure what my company does.”
Your website should describe your products better than you do. This is an electronic forum where you can include pictures, virtual tours, testimonials, and product specs in great detail. Don’t overlook your website and its potential to communicate the details of your products.
Have you ever seen a really entertaining commercial on TV that you told your friends about? One of your friends asks “so what were they selling?” You don’t remember.
One thing that drives me crazy is an advertisement that doesn’t tell me about the product. If your advertising doesn’t show your prospects why and what they should be buying or even how to contact you, is it really effective? No.
What does your product do?
Take a moment to evaluate your company. Can customers effectively find out about your product through your employees, website, and advertisements? If not, you’ve got some work to do.