Should I buy this business

Develop buying arguments: "Why should I buy from you?"

"Darn it, our products are no better than those of our toughest competitors." Marketing managers and salespeople often have to admit that in secret. Accordingly, it is difficult for them to formulate crisp advertising letters and one in conversations with customers Build convincing sales arguments. Marketing and sales managers usually know why they want to sell something to their company's target customers - for example, to generate the desired sales. It is much more difficult for them to answer the question:

Why should our target customers buy from us - and not from a competitor?

Or to put it another way: You have many arguments ready with which you can explain to your sales staff why active selling is necessary (Selling points). What they cannot serve them with, however, is a convincing argument as to why the "dear customers" should buy the product of their company and not a competing product (Arguments to buy).

However, a convincing purchase argument is extremely important for sales success. Regardless of the industry in which a company is active, the following always applies: There are competitors who are also vying for the customers' favor - and competitors who are often even more established, cheaper or more innovative are. So the marketing and sales reps (and salespeople) need strong arguments as to why the target customers just ask your company for a quote or should give him an order. Otherwise they can neither write sales letters nor design brochures that achieve the desired effect. And even in sales talks, you won't get very far without convincing purchase arguments.

There is usually no USP

Formulating such purchase arguments is difficult for those responsible for marketing and sales in many companies. Because the longer you think about this, the more conscious you usually become: ours Competitors aren't bad either. Your products are good. Their service is also passable. And their prices? They are even a little lower than ours. That is why they sometimes ask themselves: Why should our target customers be enthusiastic about our company and its products or services?

EXTRA: USP: Develop unique selling points for your company

One reason for this is: Many marketing and sales executives are looking for when it comes to that Formulating the purchase arguments goes, desperately for the USP - the one characteristic that distinguishes your company or product from all competitors or competing products. But at some point they are sobered to find out:

There is no such "unique selling point"!

And if it does? Then you can go on this no longer term marketing strategy build up - for example, because the competitors have copied the current unique selling point in the service area in six months at the latest. Or because in three or four months they have gained the lead in the technical field or in design.

Combine several features into one picture

The attempt to formulate a USP or a unique selling point is often the same as the desperate attempt to to describe a person with one sentence. That will not do! This is illustrated by an example: Suppose an acquaintance wants to describe you to a friend. If he only says to him "Klaus is about 1.80 tall", then there is still no concrete picture in the head of the other person. Because there are many men of this size.

It is different if your friend also says: "Klaus studied electrical engineering, is a communicative type, usually has a smile on his face, likes to hike and is an absolute fan of Bavarian cuisine." gradually a picture. It is similar with companies and products:

Only when you combine several product features do they usually gain a profile (in the market) and ideally become unique and unmistakable.

Derive purchase arguments from facts

So your job as a marketing or sales manager is to identify the characteristics that in their combination an unmistakable profile surrender. But that alone is not enough. Because the profile should not only be unmistakable. It should also be attractive. It will only do this when you see the benefits for the customer from the individual features - So the buying arguments - derive.

For example, suppose you were a single male and you wanted to warm up a date with a woman whose personal ad you discovered. Then, for example, you could say to her on the tape: “I am 1.90 m tall”. However, this would be just a fact. This fact only becomes a “sales argument” when you deduce from it: “That is why I would be perceived as your friend immediately if we went to a party.” Or let's assume you are a “communicative type”. Then this could be the result derived purchase argument are: "That's why you will never be bored with me".

The same applies to the characteristics of a company or product. Theirs sober listing usually does not motivate customers to buy or to contact us. So it is your job as a marketing or sales manager to derive customer-related benefit or purchase arguments from the facts.

EXTRA: Warmth instead of product coldness: This is how you sell successfully

Therefor another example: Let's say your company has been producing copiers for 20 years. Then the derived purchase argument could be: "Our devices are correspondingly mature and reliable, which is why you have no problems with maintenance." Or assume that your company has branches throughout the German-speaking area. This, too, would initially only be a fact. A derived purchase argument could be: "Our service technicians will be with you accordingly quickly if - contrary to all expectations - problems should arise".

Which purchase argument suits whom?

Developing such sales arguments and conveying them to target customers - be it by means of sales letters, advertisements or brochures - is one of the core tasks of marketing experts in companies. But that alone is not enough. All employees with customer contact must have internalized the purchase arguments so that you can use them loosely and purposefully in customer discussions. Indeed:

Not every purchase argument is equally attractive to all customers (groups).

So it is important to always pick the ones from the collection of purchase arguments that relevant for the respective customer or the respective customer group are. And in some cases it is even necessary to derive different purchase arguments from the same product or company characteristics.

Again a Example from everyday life: Suppose you are a communicative guy. Then the statement "That's why you will never get bored with me" can certainly "pull" if you want to warm up a man or a woman for a first date as a single. However, this would be different in a job interview. There, the derived purchase argument could be, for example: "That's why I can quickly find a connection to your customers."

EXTRA: shark or herring? How to Sell with the Right Bait!

The same applies to the purchase arguments that you related to your company and you formulate your products:

  • You need to credible, i.e. verifiable be - derived from real characteristics of your company or product.
  • And they should also focus on one specific needs of the targeted target group or the respective counterpart - otherwise they will not achieve the desired effect.

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Bernhard Kuntz (born 1958) is the owner of the PR and editorial office Die ProfilBerater. He specializes in marketing and sales as well as human resources and corporate management. He is the author of the educational and consulting marketing books “Selling the Cat in a Sack” (2005) and “Fette Beute für Trainer und Beratung” (2006). He also published the PR guide for service providers and consultants "Why does everyone know him?" (2008) and "With PR to catch customers" (2010).