If you have a ‘great’ product that is not giving you the enough sales in the marketplace, it’s time to reconsider your sales strategy. You are in business to make money and keep up with the provisions of valuable product/service to satisfy customers’ needs.

Increasing sales performance is fundamental to making money online, and the necessary steps must be taken to sustain it.

The question now is how does one improve sales performance? It will depend on the cause of the sales decline in the first place. Agreed, there are factors – government policies, natural disasters, etc. – which would prove ‘beyond our control’, but to a large extent, increased sales can be function of our actions rather than that of our inactions.

There are different reasons sales decline for different online marketer despite a great product. Consequently, addressing the exact cause would be very first step in reversing the declining sales trend.

That being said, you can take the following actions to improve sales performance of  your great product in the marketplace:

Redefine who your Ideal customer is

If you are selling to the wrong audience then you will not be getting the amount of sales you need.

You need to understand “who” your ideal customer is and sell to them. Understanding their buying habits, education, income, age and gender is good step to presenting them with products they would not resist.

So, to improve your sales, redefine who your customer is and sell directly or indirectly to him/her.

Forget features and sell benefits to your customers

Whatever product we have to present, it is important that we show the customer the true benefits.

For instance, instead of presenting a “quad-core” powered laptop to a customer, we should rather tell the customer that he can have laptop that will save time for him while working. The customer wants to know “what’s in it for me” instead of the “amazing features” of your ‘great product’.

So, start projecting the benefits of product more than dangling the features. The more benefits seen by the customer, the more likely they would buy that product.

Strengthen your competitive advantage

Your product is not the only one in the marketplace, thus, you must show customers reasons to buy from you instead of going to your competitor. You must identify your competitive advantage and project it.

This advantage must be a clear focus on the benefits your product provides better than those of your rivals. Making your product better than your competition will give you better chance of making more sales.

Build lasting relationship with your customers

It is important that you build a relationship that is lasting with your ideal customers. You must interact with them and address their concerns through effective customer support.

Show interest in every little bit of their concerns and even offer them great products for FREE, when necessary.

Leave comments to help them, recommend useful resources to them, guide them on how to use a product or tool, and empathize with them.

A customer whom you have created a bond with will trust and buy from you.

Set the right price for your product

Price is one of the reasons customers buy a product. With the right price you will get more sales. People often attach price to “perceived value”. If you plan to set a higher price than your competitors then be ready to ‘over-deliver’. You can decide to set low prices to attract more buyers but you must not compromise on quality.  If you want more sales then you need to set a price that would attract more customers.

Conclusively, you need to find the cause of sales decline and resolve them. The above are my take on improving sales performance.

What do you thing think can be done to improve the sales performance of a great product?

51 COMMENTS

  1. Hi Sunday.

    Thank you for sharing your ideas with us! Nice article and I totally agree with all your points…except for this one: “Forget features and sell benefits to your customers”.

    You say that if we sell a product or a service to customers, we should tell them about what they get instead of product’s features. This sounds wise just in case you want to sell a “quad-core” powered laptop to a customer that knows nothing about computers. In this case, you will not only sell this laptop successfully but you’ll save that customer’s time too.

    But! In case you want to sell that laptop to some IT professional who knows everything about computers, you’ll definitely fail. Why? Because this type of potential customers already knows what he wants and the epic tale about “the features” will just repulse. And we all know that such type of potential customers (those, who already possess all the information about the product) show significantly higher conversion rates. So it’s better to focus on them in prior.

    Anyway, thanks for your article once again. Have a nice day^^

    • Hi Pat,

      Thanks for your insightful comment and elaborations on this topic. When I mentioned “forget the features and sell benefits to your customers”, it is with the intention that the benefits of the supposed ‘feature’ should surpass the mere mentioning of it.
      Those selling electronic gadgets, computers and other accessories are fond of listing core features when making presentations. However, for someone who don’t know much about these features,explaining what these features will do for them eventually will make more sense.
      For instance, someone would be more convinced at buying a laptop faster if the use of ‘quad-core’ is explained than just mentioning or bragging about it as a core feature.
      I hope you get my point?
      Thanks again for leaving your invaluable comment. It is highly appreciated!

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  2. Great article sunday, I’m the guy that’s exactly in this position.

    Trying to market a product that is robust on the Web is very difficult. Trying to stand out amongst the crowd can be daunting at times especially when the product your selling is everywhere and there’s only so much u can do to distinguish yourself from the rest.

    It’s like the entire playbook has been tried and done thousands of times and the buyers know your plays. I look at other options plus still trying the same old plays to see how and what works to bring more traffic to my sites to increase sells.

    None the less nothing has worked to this point. I’ve made some sells but not enough to sustain the business. I do thank you for this article.

    Great piece.

  3. This is post couldn’t come at a better time. This is because presently the product I have just launched is experiencing some kind of ‘lull’ in the marketplace.

    I have given my best to improve sales and minimize rejection but with no success.

    With the simple ideas shared in this post, I hope things will improve for the better.

    Thanks for sharing this post Sunday!

  4. Great points Sunday, but in my opinion if you’re either launching a new product or trying to revamp sales affiliates are the way to go. It’s a proven method.

    A lot of people think it’s hard but just align yourself with good affiliate marketers by checking JV Zoo, Warrior Forum or any of the others product launch sites and propose a revenue share. If it’s a great product someone will want to promote for a share of the revenue.

    You can even have some one conduct an interview with you about your product and allow them to post it on their popular You Tube site or fan page.

    There are just so many ways to revamp sales of your product it’s hard for me to describe them all.

    My point being if you don’t know how to market your product or your sales are flat team up with someone who can, it beats the heck out of no profit and expands your customer base.

    • Hi Gordie,

      I agree with you that teaming up with others like in affiliate marketing will help improve the reach and sales of a great product.

      Its good that you mentioned sites like JV Zoo and Warrior Forum. They are good places to promote affiliate products.

      I guess for those trying to revamp the sales of their great product would definitely consider this option. Thanks for sharing your insightful view!

  5. Hi Sunday,

    Thanks for sharing. I tend to agree with everything you said, especially the point of emphasizing the benefits rather than the features.

    That being said, I think it is very important to know who your customer is and what would benefit your ideal customer.

    Create a list of as many benefits as you can. Then go through and find you top benefit and create a unique USP. This will differentiate you from the others selling similar products.

    Finally, I think Gordie Chase has an excellent point about harnessing the power of a good affiliate program. It is very easy to do with sites like Clickbank and JVZoo.

    If you are networking with a lot of successful marketers maybe you can create an extra special commission for them to market your product. If you give affiliates 50% you can offer top marketers 75%.

    Affiliates will also get your product seen more and increase your brand awareness. If you have your USP in your marketing material it will implant it over and over again in you ideal customer’s mind until they have to check out your offer.

    Thanks for starting this discussion. I look forward to seeing what other people have to say.

    Take care Sunday and have a great week!

    John

  6. Hi Sunday, thanks for the great post! And I totally agree with you that building a lasting relationship with customers is one of the ways the improve sales, and also getting recurring sales.

    I like to share a little of my experience. I have made a sale to one of my subscribers, we exchange emails a few times sharing my how I use the products. And then I recommend another product after some times, and he bought the product right away. I’m happy, not because I made another sales, but because I felt being trusted.

    Thanks again for sharing your tips!

    HonWai
    HonWai recently posted…What List to Build when You Get Started? – Part 2My Profile

  7. The best tip you mentioned here is building last relationship with your customers.

    I prefer buying again and again from companies or vendors who have provided the best customer service when I bought from them.

    It’s especially when you have a problem with a product that you know how great they are or not, from how you are treated by customer support.

  8. Hi Sunday,

    Thanks for this piece. not long ago, I had to review my sales strategy as an independent consultant here in Liberia. In the past, I was marketing my services directly to small businesses and Civil Society organizations becuase, in reality, they are the users of my service. The problem was in Liberia right now, my user group is not the same as my buyer group.

    It took a session with one my my mentors for me to arrive at that realization. The fact remained that while many small businesses needed my services, they were used to having International donors pay for it on their behalf. And while I could continue to educate them on why they need to invest in themselves, the wise thing to do will be do educate end-user alongside selling to those who buy on their behalf.

    That shift in strategy increased sales by 67% in less than 2 months.
    Dan Maxwell, Jr recently posted…HERE’S HOW TO MAKE HIM READY FOR COMMITMENTMy Profile

    • Hi Dan,

      What an impressive share of your sales experience! It readily resonates with the principle of researching and learning about the different aspects of a product’s promotion.
      Most times the users of a product are not the buyers. Thus, in the process of prospecting, the real buyers should be segmented from the users.
      Educating and inspiring the right people to make sales would readily make more sense!

  9. Hello Sunday,

    Very detailed article. I like the idea of digging deeper into who your customers are, to specifically generate more sales. Also, I agree that you must sell them on that specific product that will do something that will benefit them. That makes them eager to buy without deceiving them.

    Probably trust is the most important factor, too. Customer interaction is also very important. Obviously, it’s important you’re targeting the right product in your niche. I’m often surprised how often someone is selling a product that’s not all that related to how the customer got to their site to begin with.

    Cheers!

  10. The best for me is to indeed sell the benefits of your great products to customers, rather than just the features.

    I rather hear what benefits I can get from a product, instead of just the features. And your example of the quad-core powered laptop is spot on.

    Great discussion post.

  11. Hello Sunday,

    I agree with the points you made for improving sales performance of one’s great product.

    To add to this, I would say concentrating on making your product truly great in every aspect is another way of improving its sales performance.

    This is because it’s said that a good product sells itself!

  12. Hi Sunday,

    I’d say simply reaching out to more people who are interested in what you have is a good way of improving sales performance of a great product.

    Since the product is already “great” it shouldn’t be hard to sell. It’s when a product is low quality that there’s problem of selling it.

    With a great product, it should just be the issue of reaching more people who need and want the product, particularly if it solves a problem for them or addresses a pain-point for them.

  13. Hi Sunday,

    To actually improve the sales performance of a product, one must look into the marketing system or strategy already in place. If the strategy used in the sales is not in order, then a change should be made.

    That being said, the best way to improve sales performance is to identify the cause of the sales decline in the first place and take steps to rectify it!

  14. Hi Sunday,

    This is another important discussion post you have here.

    The points you gave are correct, particularly that instead of presenting a “quad-core” powered laptop to a customer, we should rather tell the customer that he can have laptop that will save time for him while working.

    In this case, the customer wants to know “what’s in it for me” instead of the “amazing features” of your ‘great product’.

    In my opinion, if the product is already great, it shouldn’t be hard to sell, should it? In many cases, great products even sell themselves, people sell them to their colleagues, friends and family.

  15. Improving sales performance is an important step towards earning more. We can do a lot of things to improve sales. Some of these include:

    – increasing value of our product

    – improving promotional strategies like expanding the reach of the product.

    The more steps we take towards ensuring better assessment and conviction for the product acceptance, the better chance we would have for improving sales!

  16. Sales performance is important to analyze the success of a great product. Every marketer want to sell to generate revenue and keep profit.

    A great product should be checked for continuous sales. The features and promotion strategy must always be intact to determine sales.

    For me, I improve sales by emphasizing on the values that my visitors enjoy!

  17. I recently came across an interesting concept that fits your article.
    To increase your sales, you need to launch several campaigns targeting different audiences.
    As an example, if you are selling a business appointment taking system, you may have a campaign targeting massage salons. When that gets going, you should start a campaign targeting hairdressers.
    Just the simple fact of having those kind of people in your promotion will get you sales from that audience.
    This is a simple way to increase your sales.

  18. Hi Sunday,

    I am in this position right now. I’ve done social media marketing, writing as much as I could and yet, my sales from my blog has not moved a single bit. I’m just thankful that Kindle and Amazon are still going well. But, it can still be slightly disheartening after spending so much time writing blogs.

    I am thinking to rebrand and also relaunch. Sometimes, a product/service needs rebrand to refresh our users/consumers.

    However, rebranding and relaunching need to be done in a timely manner or it could offer little to no impact.

    Please do let me know what you think about my plan 🙂

    Winson Ng recently posted…21 Proven ways to earn Amazon Gift Cards every monthMy Profile

  19. Hi Sunday,

    Its readily appealing to know about what can be done increase sales performance of great product. Many marketers are in this position and a post like this will simply give them hope of better productivity and sales.

    I personally think that improving sales performance for any type of product is a function improving the quality of value to be gained by the target audience.