How to construct a good argument proceeds?

To sell a product it does not list all of its technical characteristics, we must highlight the solutions and benefits provided to customers. A good argument can also be distinguished from its competitors. Before you begin creating his argum ent, he must first know that there are two types of arguments - the arguments th at rely on factual concepts concrete and tangible. Ex: a flat screen can be hung on the wall management software can make invoices with a professional look ... - The emotional arguments that appeal to our values, our emotions, our imaginati on. Ex: a flat screen is the top of modernism, a management software can comply with the law .... Some people are more or less sensitive to each category of arg uments, so it is essential to use both types in your arguments, product descript ions, advertising copy ... To have good examples of effective use of these two t ypes of arguments, you can view the ads Google Adwords. Here are the six essenti al steps to create a good business argument. Step 1: List the technical characte ristics of the product / service. It's the easiest job: list all the product fun ctions, features, content ... careful to take into account all features, includi ng those that are "obvious" (size: your product fits in a bag hand ...). In fact many marketers believe that customers "know their product" ... which is obvious ly wrong! You must be comprehensive to reassure the customer. Your listing of fe atures should answer any questions and leave no doubt as to what exactly your pr oduct, how to use it, the pre-requisites ... or it will hesitate and either post pone their purchase or buy competing product that is more clear about what he do es. Examples: - For software that is running XP and Vista, what is the RAM requi red, disk space ... Hard - For Tea: green tea from India, tea is in bags cool .. . Once you have toured your products, it is time to see what your competitors in order to verify that you have not forgotten a few tracks, or you do not use exa ctly the same sentences in your arguments (which often happens in markets where there are many challengers and followers). For this you simply need to establish a complete comparative table by analyzing the functions of platelets but also c ommercial products. Indeed, sometimes the pads do not all the features (or to cr eate a differential marketing, whether the function is not Marketeer by a compan y). Step 2: List offers packaged with the product / service. When a product is a bit old, offers packaged or offered with the product are often neglected. Yet s ometimes it is they who can make the difference with its competitors. One exampl e: - The easy opening of packaging, a non-drip spout ... - A technical service t hroughout France with a response time 7 / 7 - A multimedia training software off ered with a printed manual of 200 pages ... - ... These packaged offerings are also a good way to easily add the differential comp ared to its competitors, without touching the product / service. Example: add a recipe book in a tin, offering a luxury package, add a gadget like the famous gi ft Bonux ... Step 3: List the benefits to customers. There are two types of cust omer benefits: - The direct benefits: they are directly related to the use of th e product / service. Example: An accounting software can see immediately if it i s uncovered or if customers owe money. A shower gel is used as shampoo and soap. - Indirect benefits: they are not clearly set out following the technical chara cteristics, but result. Example: A billing software improves its overall organiz ation, control what can or can not employees ... A shower gel is transported in a suitcase when traveling, without trying (as opposed to a wet bar of soap). It should be noted that often the indirect benefits are generally not mentioned spo ntaneously by the prospect because they have a weaker influence. However, they a re very frequently to switch a customer who has not fully made its choice. Also as they are less "obvious" they allow you to distinguish yourself from your comp etitors.€To list all the benefits customers, do not hesitate to think about the problems encountered by your customers and prospects. For it is the answer to a problem that the product will be sold or not ... If your product meets its prob lems, the sale is virtually assured. The ideal is to find a dozen small problems customers face and to answer your product. To do this the best solution is to g o on the field and do some selling to see what arguments are having an impact! T

he alternative is to do a focus group: that is to say, bring in customers or pro spects to make them talk about your product, their needs ... You can also make a study visit or shop directly at customers. Again you need to do a comparison to your competitors in order to analyze whether a niche or segment of customers ar e not yet exploited (and make sure you do not use exactly the same phrases that your competitors!). Example: Orange has launched an advertising campaign on mobi le phones easy to do that "call" to meet the target people for whom a mobile is already too complex. Note: If a competitor uses the same arguments as you, you c an try to sue interference in business, but experience shows that the commercial courts are quite permissive ... Step 4: Make your life argument. To make your a rgument more effective to have to make it alive and concrete. - List the barrier s to purchase: you have prepared your arguments, but the customer will always co ns-arguments ... You should anticipate questions and objections in your sales pi tch. The most common being "it's too expensive" ... you can submit a price per m onth, offer aid to financing ... - Add customer testimonials and examples: this is another powerful tool to convince a customer, " tell the story "of a client t hrough an anecdote, a success story ... a prospect that did not use your product s and who has had problems, but is very happy since he uses your product / servi ce. - Identify your competitive advantages: the first thing is of course to clea r your Unique Selling Proposition (= what exactly is your product / service, and especially how it is different from your competitors). In addition it is very u seful to make a TOP 5 of its functions / exclusive advantages over its competito rs. This helps answer the traditional questions "Why I would buy from you ... Wh at you are doing better than your competitors ...". Step 5: List reinsurance. Once the client is "rail" must now conclude the sale with the reassurance that w ill reinforce the prospect that his idea made the right choice. Reinsurance can come from many sources: - The mark: it shows the continuity (Heaven is 20 years old, President is the leading brand for butter ...), the number of agencies or e mployees in France ... - The product via sales statistics "official" (eg GRP tha t can tell what is the biggest selling in supermarkets), prizes or recognition o f magazines, or ISO certification ... NC - Legislation: With eg 7 days in case o f withdrawal of mail that you can turn offer 'money back, you take no risk! "the legislative requirements, labels (AOC ...) ... - Prescribers (= persons or comp anies that influence the end customer's choice, without making money on sales) t hat you recommend using a survey or certification (Ex: Signal Toothpaste is reco mmended by the Dental Institute buco) ... - ... These reassurances are all the m ore interesting you can easily "create" yourself through studies and surveys (be careful to conduct these studies in the rules of art, with a representative sam ple and with a sufficient confidence interval). Step 6: Prioritize your argument s. Once all the arguments listed, we must now distinguish between the major argu ments arguments minors. - If you're out face to face or by telephone, you must p repare a frame of conversation. This script must begin with the presentation (He llo, I'm Marc society XXX I'm good to society ... YYY), in place of the argument with the treatment of objections and the alternative scenarios. It must be simp le and clear to be followed in conjunction with a telephone conversation (in ran king points early sentence fit on a page up ...) and take into account enough op tions.€- If you are writing sales brochures you must list both the benefits and functions to provide emotional and factual arguments. A good idea is to offer " 10 good reasons to adopt XXX ...". This allows you to place your argument with t he strongest arguments first. But as usually 10 good reasons do not value the si mplicity of handling, you must also add a paragraph about the features, more pro duct ... - If you go to a show or if you sell through a distribution network als o prepare a pitch (= a few sentences that summed up in under 30 seconds, your co mpany, its position and its products). Remember that if you talk to customers or prospects, you should adapt your sales pitch: As much a lead is sensitive to th e simplicity, the grip, the new product ... as a client user will be more attrac ted by functional improvements, time savings ... After these six steps you now h ave all the elements to test your argument on a sample of customers to modify or adapt according to customer feedback.