It can also be difficult to sell products that require a lot of knowledge to handle. One of the great advantages of purchasing home improvement supplies and equipment at Home Depot or Lowes is that the sales people are supposed to be knowledgeable in their areas. So, if you go into one of these stores to purchase a reciprocating saw, you can speak to someone about your level of expertise, your plans focusing and your price range and get some guidance on which brand and level of sophistication makes sense for your purposes. You can return and ask more questions if you need to or have someone demonstrate the tool.
Electronics equipment that needs to be meshed together can also be a difficult sell; many people are very wary of trying to figure out electronics equipment, especially if they are older. Most baby boomers and Gen Xers turn to their kids to figure out electronics around the house.
Now that we have mentioned the difficulties, let us look at the very positive side of complex products: you have the opportunity to differentiate yourself from your competitors by the level of consultative services that you offer.
Every retailer is looking for ways to gain a competitive advantage. That advantage can be harder to come by with run-of-the-mill commodities. But your complex products offer you a wonderful marketing opportunity.
There are many ways that you can bridge that knowledge and fear factor gap between wanting to buy your product and being confident enough to buy your product.
How-to Videos
One of the best ways to consult with your client regarding your product is to give them strong visual resources to use. This technique is especially helpful with assembly products, not only because it helps people see exactly how pieces are supposed to go together, but also because it reaches out to people who do not read well. By the way, you might want to guarantee overnight delivery of any missing parts.
Live Chat
Live chat is a great way to make the personal connection. Most people have become very used to live chatting by using social networks so they are comfortable with this form of information exchange.
Having a good, knowledgeable person available can make all the difference when someone is having a problem. The downside of live chat is that it is expensive to keep someone available to users over many hours of the day.
Expert Consultation
Here is an alternative that essentially elevates the live chat to expert status and also allows the interaction to be scheduled.
If your product is expensive enough and your purchasers might anticipate having problems, the expert consultation can remove a major barrier to purchase.
For example, if you sell water pond kits, your potential customers are not only making a big investment, they are also taking on the job of being a landscaper at the same time. You might offer a free 30 minute phone or video cam consultation along with the kit.
Sure, it is a chunk of time, but if it makes the difference in a $1000 sale, it is well worth it. Plus, if your assistance can ensure that your customer is able to use your product correctly, you will avoid dissatisfaction and returns.
Transforming your role from sales person to consultant can make all the difference in selling complex products.
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