I’m a firm believer in focusing on delivering results for people.
And there’s no better way of doing it than to create an experience that delivers those results.
This works especially well when you’re selling a consumable product. Something your prospect needs to use day in day out, for a period of time, to really see the difference. Like, a skin care product. Or a supplement.
Here’s the problem. When you’re selling an end product like that, people are mainly focused on its price. You have to work extra hard to convince them that your stuff is better than anything else out there… and why they should pay a premium dollar for it.
That’s why you have to move away from this commodity positioning as soon as possible.
How do you do that?
By using something I call the difference-o-meter to help you create an experience for your prospects.
Here’s what I mean…
You take your product and your ideal prospect and place them on a time scale. (The difference-o-meter). What you’re looking for is the approximate time when they get the most dramatic results. Does it happen in the first 60 days? In 6 months? In 90 days?
Where is that tipping point when they say, "Wow, this is really great! It’s really working!”
Once you know that it takes, say, 90 days of regular use to make a dramatic difference for your ideal client… then...
The next thing you do is, you package your offer as a 90-day transformational experience, bundle your products with it, add some educational process to it… and start selling that instead of the products alone.
What this does is...
First of all, it shifts the tension away from the commoditized pricing element of your products, and it focuses 100% on the outcome at the end of those 90 days. Now you're not weighing results by the ounce in a jar anymore. You’re positioning yourself by the experience and the transformation your products create in that time frame. Your products are just an incidental part of the whole journey.
And second of all, this gives you the attention of your prospect for the whole 90 days. Now, you can educate them how to maximize results. You can give them more attention and extra care...
In short, you can do all these extra things to help your prospects get to the results faster. And get them hooked on your products.
And once they’re hooked, there’s no way of going back. They become your customers for life.