An educated prospect becomes an educated client

The cornerstone of your marketing plan should be to educate your clients. Your primary job is to educate them on your product or service. One of the costliest marketing mistakes I see is the failure of businesses to educate their customers about the unique advantages offered to them. Your customer won’t know about these advantages unless you clearly and articulately demonstrate them.

When a company or salesperson takes the time and initiative to demonstrably educate you on all the products in the field in which you’re considering making a purchase, it gains massive trust and favour. Educate your prospective buyer about everything on your product or service and you’ll sell to almost twice as many people as you do now. This one concept – educating your customers – will gain you a huge advantage over your competitors.

You must take your customer by the hand. Few businesses realise that they must lead the customer to action. People need to be explicitly told how to act to obtain your product or service. Therefore – and this is incredibly important – every sales call, presentation, brochure, letter, advert or personal contact should make the case for your product or service. Give prospects a brief education, then take them by the hand, figuratively speaking, and tell them what specific action to take next. If you’re selling an impulse item, or if the offer is for a limited time, tell your prospect to get in touch with you immediately.

People want to be led. They want to know more about a business’s product or service. Think about your own experience. When you consider buying any item or service – for yourself, your home, for your family as a gift, or for your business – you often don’t know as much about the product as you would like to. And, if you have unanswered questions about a product, you’re less likely to buy it. Yet, when a company or salesperson takes the time and initiative to objectively educate you about all the products in the field you’re making a purchase in, they gain your trust and goodwill immediately.

Educate people to appreciate the value of your products and services. You can’t appreciate value in a vacuum. You can’t appreciate anything until you’re educated about it. Most people forget this when it comes to marketing and they leave a fortune of potential profits on the table.

This marketing concept – educating your customers – will gain you a dramatic advantage over your competitors and could make you a fortune. Ensure that education is the key part of your marketing plan. 

“No matter what your product or service is, you are ultimately in the education business.” – John Lloyd

John Lloyd is a business growth strategist, award-winning marketer, speaker, trainer, columnist and author of the book Smart Thinking for Crazy Times.     

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