YOUR ONLINE BUSINESS IN KENYA STRUGGLING TO MAKE ONLINE SALES? YOU NEED TO READ THIS!
by Freddie Ngunju
Is your online business in Kenya struggling to make online sales. Are you trying everything that you possibly can to increase your online sales but nothing seems to be working?
Then it is time to stop selling your products and start selling the solutions, benefits or the value that your products provide.
A lot of business owners really don’t understand what the difference between selling a product and selling a solution is. It may not be immediately apparent; after all, are most products not created to solve problems?
If you really think about it though, you will realize that customers don’t search for products- they search for solutions to their problems. If people cannot see how their problems will be solved by what you are selling, then you will not have an easy time selling anything, online or offline.
If your products do solve a problem, but what you are trying to solve isn’t compelling enough to drive someone to take action, then you have a tough job ahead of you as a Kenyan business online.
So how can your online business in Kenya start selling solutions and not products?
Your online business in Kenya needs to show your prospective customers how your product meets their needs.
If you want your online business in Kenya to start succeeding and making more online sales, then you need to demonstrate to your current and future customers how your products meet their needs and why your products are the solution that they have been looking for. That’s the best way to boost your online sales in Kenya.
Then work on highlighting the benefits of your products in the simplest way possible.
If your customers cannot immediately identify the benefits, they will simply move on to the next online shop that can. Find the problem that your customers are trying to solve, offer the benefit and then explain the ways in which your products will solve their problems.
Your online business in Kenya can make more sales by first understanding that features are different from benefits
Features describe what your products do, thus setting it apart from your competitors. Features are facts about your products or services.
Benefits, on the other hand, give customers a reason to buy because they answer one of the most important questions that customers have: Why should I care what you have? Why should I spend my hard earned money with you and not with any other online business in Kenya ? Rather than simply telling your customer that you have this item that you can provide them, you’re telling them how your product or offer is going to have a positive, valuable impact on their lives.
Example: I want you to think about your favorite pair of jeans.
Your favorite pair of jeans have some features such as:
- 98% Cotton, 2% Elastane.
- Imported from Turkey.
- Slightly curved back pockets underlining the style.
Now, if I asked you why you love your favorite pair of jeans, what will you say? You’re probably not going to say I love my jeans because they are made with 98% Cotton, 2% Elastane and because they are ordered from Turkey.
Instead you are more likely to say that ‘’I love these jeans so much because they are so comfortable, fit really well and I can wear them all day without chafing. I’ve had them for years!’’
What’s the lesson here?
The more you highlight the benefits of your products, the more they are likely to fly off the shelves and make more online sales. The best way to highlight the benefits of your products when selling online is in your product copy, product description, blog posts, as well as social media captions.
How can your social media captions boost your online sales, you ask?
Let’s look at how social media captions impact customers’ purchase decision below.
Which of these captions do you think is likely to cause a customer to buy a pair of Jeans that they’ve stumbled on while scrolling through Instagram:
INSERT PICTURE OF A PAIR OF JEANS FOR SALE.
These classic skinny-fit jeans are crafted with a bit of stretch for additional comfort and to help maintain their shape. This modern jean silhouette has a great fit that is closer to the body. The updated finishing adds the perfect touch of fashion and style. Get yours today!
These are the jeans that you’ve been looking for! The fit has been designed to showcase the body and elongate the legs for that slimming look. Slimming, comfortable, look hip, look good with heels or sneakers, these jeans will hold their shape through 2 days of wear. Designed for all sizes, these jeans don’t cause a roll when you sit or bend over.
These jeans are perfect for curvy girls as they produce that perfect hourglass shape. They’ll fit perfectly in your waist, thighs and butt. These are not high rise jeans. They hit at your belly button and they do not sag in your crotch. These jeans are stretchy, which means that you can wear them all day and if you had to one more time before washing & drying and they will not be all stretched out and baggy. They are true to size. They wash and dry nicely.
Which of these 2 captions would cause you to buy a pair of jeans you were not intending to buy?
You’re far more likely to go with caption 2 right? That’s because caption 2 addresses the benefits of the jeans and tells you, the shopper, why you should care about these jeans. Caption 2 has everything:
Features: Slimming, Not high rise jeans, stretchy, true to size
Benefits/effects: Fit has been designed to showcase the body, Elongate the legs for that slimming look, Perfect for all sizes, Perfect for curvy girls, they do not sag in your crotch, They wash and dry nicely, etc.
What about emotions?
Emotions: Relief & assurance that if a customer buys these jeans, they will not be disappointed.
Excitement: These are the jeans that you’ve been looking for!
Confidence: The fit has been designed to showcase the body and elongate the legs for that slimming look.
Value for money: These jeans will allow you to look hip or look good with heels or sneakers. These jeans will hold their shape through 2 days of wear.
Envy: If you buy these jeans, you will get that perfect hourglass shape. They’ll fit perfectly in your waist, thighs and butt so that people stop and stare.
If you don’t know what benefits of your products solve, try going to Amazon and look up products that are similar to yours. Then scroll down to the comments, and check what people have to say. Usually, customers that have shopped typically come back to leave customer reviews and these reviews usually highlight the best features and benefits of a product. Use these reviews as your inspiration.
So how does one identify the benefits of their products or services when selling online?
If features are facts about your products, then the benefits are usually a combination of:
- The effect/impact that your products have on your customers
- How your customers will feel when they use your products.
So to find the benefits of your products, ask yourself:
- Who is the right fit for my products?
- What do my products do for customers?
- What effect do my products have on my customers’ lives?
- In what ways can my products make my customers’ lives better?
- Do my products generate a positive emotion, eliminate a negative emotion or does both?
- How are my products different from what’s already out there in the market?
If a customers cannot immediately tell what you sell or how he or she will benefit from the product or service you are trying to sell, then chances are that they’ll simply move on to another business. If your online business in Kenya is serious about making more online sales, then it is clear that you need to start selling the benefits of your products or services and not just the features.
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