Chances are your prospective customers don’t understand – what you are selling or why they should purchase from you.
I’m probably not telling you anything new.
Of course there are plenty of businesses where that is not a big problem. If you are selling something everyone is familiar with, there are still the challenges of getting noticed, and getting them to buy FROM YOU.
Sellers are very often running into prospects being too busy to really assimilate a bunch of new facts. Often general or technical literacy problems interfere.
This is one of the great appeals of AI. You don’t have to understand – ChatGPT will do the understanding for you. Or at least do a convincing simulation of understanding.
“What’s the best brand of toaster oven” someone asks, then takes the response as gospel, because it saves them time and they wouldn’t be too sure anyway.
So then it is about trust. People used to trust brands and people they knew. That ship has sailed.
It really gives people a problem. They can’t just check out and skip making decisions entirely.
In the 1960’s a couple of very clever marketers, Al Rees and Jack Trout answered this by developing the concept of positioning. In short, people didn’t need to understand a product or service. They just needed to understand what it was similar to – that they were familiar with. “Get the Cadillac of toaster ovens” starts to build instant reality on your brand of toaster ovens.
I’m afraid in many cases we’ve taken another step away from the days when Sears and Montgomery Ward catalogs were king, and hordes of salesmen went door to door selling vacuum cleaners, encyclopedias, and tons of other products.
Now we are at “Tik Tok influencers.”
What’s this about? It’s about PR – Public Relations. One endorsement by a big celebrity – or yes, Chat GPT – can be worth millions.
It’s a changing world, and a lot of businesses are having to pay close attention just to survive – let alone thrive.
But it can be done. There are still trillions of dollars being spent every year for goods and services.