My wife and I recently celebrated our anniversary with a getaway to the Lost Pines resort and spa. We scheduled a massage at the spa weeks ahead of our visit. We’d never been to a full-service spa before and so arrived ignorant of the whole process.
When we got to the spa, we realized that we should have planned to spend the whole day there. The simple act of paying for a massage entitled us to use the spa for many other services. We, being ignorant to that fact, had not scheduled enough time to enjoy the entire experience. Although we enjoyed our time there, we felt a little frustrated that we didn’t get the most out of our trip.
Your customers may be likewise frustrated if you don’t fully explain the situation to them. Fortunately, you can take a few steps to make sure your customers derive all the expected benefits from your product.
Part of your marketing is to sell the experience of using your product. Don’t forget to include the extra benefits your customers will receive because they purchased your product.
At the point of sale
Once your customers buy your product or service, empower them with knowledge. Give them instructions, how-to guides, tutorials, guidelines, etc. This will dispel any ignorance and enable your customers to enjoy their purchase.
If your customers pay for something in advance, as the date approaches, be sure to remind them what their experience will be like. This not only builds excitement but helps the customer arrive with the proper expectations.
Don’t assume your customers know what they are doing. When they come to pick up your product or use your service, offer them assistance, describe the process, and help them through it. Some customers are too proud to ask for help but will gladly take it if offered. Those that already know won’t be offended by your straightforward explanations.