501: The Secret to Making People NEED Your Product

Here is how to build value in a way that creates a strong desire for your products, with a sense of urgency, and a willingness to pay more for it.

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Hosted by Derek Videll

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SPEAKER_00 0:11

What's up guys? Welcome to the social media entrepreneurs What's up guys? Welcome to the Social Media Entrepreneurs Podcast. You should know how to become a full-time entrepreneur by leveraging modern social media strategies. I'm your host, Derek Fidel. On today's episode, we are talking about the key to building value that pretty much all of you are missing. This is why your copywriting doesn't work. This is why your website is not converting as much as it should be. And it's because you need to understand with building value that if this one key component is not part of your copywriting and your sales messaging, that your words will always fall upon deaf ears. And that is the customer's ability to visualize the value. Visualize what it would be like owning your product, or maybe visualize what their life would be like if they didn't buy your product, right? So this is gonna sound like a be basic tip. Really, any advanced tip out there that is like an incredible tip will sound basic on the surface level. It's an advanced understanding of that tip to really be an advanced marketer. So let me elaborate. When you are selling anything, it will come the urgency to own the product, the real value of them. Like, I need that, I'm willing to spend a lot of money on that. That happens from them being able to visualize what their life will be like if they buy your product, such that if they vi are able to visualize it from your pitch and then they don't buy it, they would be losing something, right? They'd be like, I already envisioned what my life would be like if I had that. So now if I don't buy, it would be me losing that vision. That is where the value actually comes from. So let's take a basic example to start here. Let's say you're selling clothing. If I were just and it's best to imagine this in a one-on-one sales setting. All right, we're gonna talk about that from this perspective of how you would handle it selling one-on-one, because only until you understand how to sell your product in a one-on-one setting will you properly be able to sell it to the masses. So, on that note, I want you guys to all value the uh the opportunity to sell to your customers one-on-one. You should all take that as much as possible. If you have an e-commerce website, get a Google Voice number, tie it to your cell phone number for forwarding, and put that freaking phone number on your website and tell people to call you. Just encourage them. Call me anytime. It's the weekend. I want you picking up that phone every single freaking time. You're not even gonna get that many, and I don't want any of you saying, Oh, I don't have time to do that. This is the most important thing that you could possibly do on your schedule. If your conversion rate is not optimized, you talking on the phone to 10 prospective customers will give you such better information than you watching all the analytics of 10,000 numbers going to your website, a thousand of them viewing your product page, 500 of those adding to cart, 200 of those initiating checkout, and uh 100 of them buying. You don't know anything. You don't know anything from that data. You can just guess. And your guess is is even if accurate, will still be a guess. If you take 10 phone calls with prospective customers and try to sell them something where the goal is to get their credit card by the end of it, then you will run into their real objections and you will know exactly why they are buying or why they are not. So let's talk about this from a sales perspective. If I was at a farmer's market and I had a clothing booth there, and people would come up and I'd say, Yeah, we we started uh in you know 2018. Uh everything is 100% cotton. Our manufacturer is uh in Vietnam. It's a really great manufacturer out there. They they do great work, and uh yeah, we've got um we've got dresses and we've got uh shirts and we got pants. They would they would leave, right? They there's no reason to buy anything, and it all of that information, it's not that it is completely unimportant, but none of that actually builds value. How do you do it? You would say, Yeah, what what piece is your favorite? Okay, the first thing you I do, I I identify what they're most interested in, and then you need to sell them that thing. Like if you don't even know what they're most interested in, and you're just like pitching your company in general, and you haven't even been able to move the focus onto a single product or a single like group of products at least, like jeans or something, then obviously there you can't even start to sell anything. So they'd be like, Oh, I love this dress. Then I'd say, Oh, what would you wear it to? Oh, I I would wear this all the time. I'd wear this. I'd wear this quite a bit. Yeah, this is comfortable, it can be worn casually or professionally. I'd probably wear it to work even. Um, but I would wear it out with friends and stuff too. Oh, yeah, that's that's amazing, right? Now now the value's real. So for them to now say no, I don't want to buy that, they just said no to wearing this out with their friends. They just said no to wearing this to work, they just said no to value that I helped them already realize. And all I'm doing is just asking them simple questions. But you can't expect the the customers to visualize the value on their own. They they will sometimes, but you don't want to plan on that. They have to visualize the value on their own. If you are selling pergolas or gazebos for people to put in their backyard, and you just do a pitch like, oh yeah, it's a hundred percent aluminum construction, and uh, you know, the install time is about two weeks. Uh, you'll you'll pay like a third deposit uh today if you want to go for it, then a third when we start the job, and then a third once we're all complete. And uh yeah, we've been around since 1980, and uh we we have a lifetime warranty on the product. That is all closing value points, okay? Those are all closing value points, and these are not leading value points. This is not how you create the real value. You'd have to say, do you guys plan on putting a TV in the gazebo, or what were you thinking? You're gonna put a TV out here, nice. What what sports do you guys watch? Oh, football. Okay, you guys are Broncos fans? Awesome. Oh, yeah, Broncos, how do you think they're gonna do this year? Blah, blah, blah, blah, blah. Do you have family in the area, by the way? Okay, cool. So you're planning on having all the family and friends come out? Do the Broncos game at your house? I'm invited, right? Haha, just kidding. Okay, so you're gonna you wanna be able to have uh some entertainment out here. You want to watch sports. Do you guys barbecue? You do. Okay, cool. So this would provide you a little bit of shade for you guys to do your barbecuing. What what do you make, by the way? What's your what's your thing? Oh, brisket. Okay, oh yeah, that's that's incredible. Yeah, brisket. That's that's one of the best meats that you can do. You got a Traeger over there, I see. Okay, cool. So you're you're thinking about it for the barbecuing, thinking about it for watching some games out here. So the TV, I think the best position for the TV in your gazebo would probably be here. And then you guys can sit here because the sun uh you know s rises in the east and sets in the west, so that you guys won't have a glare on it. So if you put the TV like right here, then you could put were you thinking of uh a couch or chairs out here? Oh, nice. Yeah, you're gonna okay, so the couch would be here, chairs would be here, and uh yeah, then you're not too far from the grill, so you can bring it over after. Okay, yeah, that'll be good. Okay, and and you'll need like concrete on the ground, and maybe you'll put like a rug out for a little padding. Okay, I like that. And were you guys gonna put the lights on it? Do you think you would use this at night? Okay, like you you get it. Like, I I can keep going on, but that that's where value is actually created. And what did I do? I was also building rapport the whole time. If you are building rapport with your clients in a way that is also not building value at the same time, you should not be talking about it, by the way. Unless you are genuinely personally interested in something with the client. I I can't even tell you how big of a waste of time it is to try to build rapport on sales appointments about things that have absolutely nothing to do with what you are selling. Asking about if they have family and friends in the area is generally going to be a very helpful thing to ask for your sales conversation or maybe for your referrals conversation, so that you can start to get a feeler of who they could refer you to. And now you can just ask directly, yeah, could you refer me to your sister? And and right, every bit of rapport needs to have extra reason as to why you're asking it. Otherwise, you're just wasting their their time. They don't give a shit about you asking these like surface level questions. Like, you better care so much yourself, is why you're asking about it. Otherwise, there's so much time wasted from building rapport uh on sales appointments, and all that does is waste the customer's limited amount of time that they have with you, limited amount of energy, and it creates this fatigue from them being able to make a decision. So I can build rapport about the Broncos, and I can build rapport about the grilling and the and all the barbecuing in the in this case uh of this example that I'm giving you guys, and that would be like how you actually build rapport without getting way too far removed from your sales appointment, but I'm also building value the whole time. There was something I said in there though, in my first example uh of the gazebo of saying, like, oh yeah, it takes about two weeks to install. That actually is a good value point to make because it helps them visualize when they're when it's gonna get installed. Okay, it's gonna get installed like late August. Oh, cool, we'll have it installed in time for this. Like that putting a time frame to things, even saying we have three to five day shipping, that's better than saying fast shipping, because the customer can visualize three to five day shipping. Okay, I'm gonna get on Monday of next week. That'll be awesome, and then I can do this. You they need to be able to visualize how their life is going to change, when it's going to change. If they can't visualize the value, you're not actually building value that build uh makes them willing to spend more money on your product, willing to uh buy it sooner rather uh than later, and they're just not gonna care that much, right? It's just not gonna be a big deal for them to put off buying your product. So you're selling clothing, you gotta be talking about all the ways to accessorize it. Show them all the ways that they can wear it because now they've got an idea of when they're gonna wear it and now they want it. If you are selling uh, you know, skincare even, you're gonna be talking about, hey, after month one, you're gonna experience these results. After month two, this is where you'll be. Three months of consistent use, this is probably where you'll be. That is actually where the value comes from, rather than just telling them it's uh you know, FDA certified and made in America. Those are all important, but you have to be able to distinguish leading value points from closing value points. Leading value points are what you talk about first, it's where the real value comes from, and it's going to be visually uh it's gonna be related to visualize uh helping them visualize owning the product. And then the closing value points are those smaller statements, free shipping, seven-day money back guarantee, blah, blah, blah. Even with money back guarantees, you can build more value in them by helping them visualize it. So maybe you're a clothing company that does free exchanges. You would actually want to tell them this. Oh, yeah. So if you order it today, it's gonna be at your house in about five to seven days. You're gonna get it on about Monday or Tuesday early next week. You try it on, I and if you don't like it at all, here's my phone number. What I want you to do, all you got to do is just text me. Just say, Derek, hey, it doesn't fit. It's too small, it's too big, I don't like the color, whatever it is, no problem at all. I'm gonna come back out, I'm gonna grab it from you. Or, no, we're gonna send you shipping labels. The shipping labels you'll be able to print off immediately. You put it in a bag, you slap that label on the bag, you drop it off at the post office. You don't even have to go in, you can just put it in the box. It's super easy, you'll get a refund uh within that next week. So even if you want to do an exchange or a return, it's so easy. Like you literally tell them telling them, here's how our free exchange program works. You're gonna do this. If you don't like it, you're gonna text me and just say, uh, I don't like it because of this reason. I'm gonna send you the shipping label instantly. You'll be able to print it out later that day, and then you'll be able to drop it off at the post office no problem. That makes it more real. Rather than just saying, hey, we have free exchanges, free returns. They're like, Oh yeah, is it a pain in the ass though? Because if it's a pain in the ass, then I don't really give a shit. Right? So every bit of what you're telling them, tell them exactly what's going to happen. And then the value will be fully realized. I'll see you guys in the next episode. Thanks for listening.