What do you do if your business, product or service is something hardly anyone is aware of or understands? Or worse yet, if it is something they are afraid of or want to avoid?
My answer is three-fold.
First, focus on the SOLUTION you are providing
What is the primary problem your prospects have that you can solve? Do they have pain you can relieve? Do they have an ailment or affliction you can cure? In these cases, you are not selling your “scary” or “misunderstood” product or service, you are selling pain relief or healing.
It is imperative you look at what you are selling from your prospects’ perspective and talk about it terms of a solution for them.
Second, understand your competitive advantage
You must understand how what you sell stacks up against the other options your prospects have. Is it superior? Do the effects last longer? Is it safer? Is it cheaper? The list of questions could go on forever.
In the end, you must be able to clearly communicate to your prospects how you can help them in a way no one or nothing else can. This makes your “scary” or “misunderstood”...
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