Today, businesses need to know how to sell the experience rather than the product only. Creating experiences help businesses to connect with their customers on a deeper level. In fact, according to a study by PwC, 73% of all consumers point to customer experience as an important factor in their purchasing decisions, even more important than price or product quality.
When you focus on creating memorable experiences, customers are more likely to connect with your brand, creating loyalty and longevity.
So, how do you focus on other things rather than the product itself?
Here are 5 effective ways to sell the experience rather than the product:
1) Don’t focus on the product; focus on what value it brings
Selling an experience means that you are emphasizing the value that it brings to your customers. Simply, what kind of feeling can a product give you? Products like shoes could be a perfect fit when you feel light and confident, just by slipping on one.
Let’s see another example. What makes you buy an iPhone? People don’t buy it solely for the price, but what makes them willing to buy it at a higher price is because of how they see the value in it. People see the iPhone as an investment, reliable and sparks joy. It also highlights how it can improve your life by capturing memories better with its product.
2) Tell stories on how it can improve their life
Instead of listing your product’s features and benefits, create a story about how it makes your customer’s life better. What customers really want to know is how this will help them accomplish something or improve their lives. For instance, to sell sports shoes, listing the materials used, such as high-quality rubber, EVA foam, and mesh, would not entice potential customers.
Instead of saying, “These shoes are made of high-quality rubber, EVA foam, and mesh,” say something like: “Imagine slipping your feet into a pair of shoes that feel like they’re made just for you. The soft, cushioned foam gives you a sense of weightlessness as you run, and the breathable mesh keeps your feet cool, no matter how intense your workout gets.”
An effective story brings them into the journey and allows them to feel they are part of something much larger than a simple transaction
3) List down the emotions you want the product to create
Emotions are more influential in driving decisions than rational thought. You need to create emotions to actually sell an experience for your customer: joy, nostalgia, excitement, and trust. It is actually an endless list. The more the emotional connection, the better the customer interaction.
Examples of emotions for a luxury watch can be pride, timelessness, confidence, and elegance. When the person wears it, they can be proud of owning a high-quality item that has a lasting value. Not only that, it gives them a sense of elegance when wearing it. This can become a part of their identity and lifestyle.
Therefore, when a person feels emotionally attached to something, the more that person is willing to buy it.
4) Create an experience of the human senses
Think beyond the product itself and create an experience that engages multiple senses. For example, today’s retail stores, like Gentle Monster, a Korean luxury eyewear brand, provide visitors with their sensory experience.
Their different stores have different store designs that appeal to the aesthetic sense of customers. It has curated ambient music, and some of its premium stores also have a unique fragrance that is used in-store. When customers have a positive sensory experience, they’re more likely to remember the brand and return to buy.
5) Offer how it is made and tailored for just them
Personalization goes a long way in making your customers feel valued. Use data and customer insights to tailor your offerings and communication to each individual’s preferences. When customers feel that you’ve understood their needs and are offering them a customized experience, they’re more likely to become repeat buyers.
Conclusion
Knowing how to sell the experience rather than the product can get one customers emotionally hooked to deal in the long term rather than just a spot. Enthrall customers with remarkable experiences; will come regularly since they are much more personally attached to the brand.
