By Timber World, the UK’s leading dropshipping wholesaler for log cabins
A guide to successfully pitching your dropshipped products to online customers
In order to pitch your products successfully, you have match the product to the customer. To do this, you have to understand the type of customer in your market and what they are looking for when they buy something.
Common Pitching Errors
When many people starting selling dropshipped products, they tend to think that it is the features of the product that will sell it to the customer. This isn’t actually how it works. Whilst the features are important, what actually sells the product is the benefits the features give to the customer.
When selling online, you should write your product descriptions to include the benefits of the product for your customer. However, before you can do this, you have to understand the benefits the customer is looking for and to do that you need to know the different types of customer who visit your site.
For example, if you are selling a vacuum cleaner to a customer who has a small house with little storage space, instead of focusing on the vacuum cleaner’s ability to suck up dirt, you should solve the customer’s real problem. “When you’ve finished using this vacuum cleaner, it folds up easily into a compact unit, small enough to be stored under the kitchen sink.” The customer needs a space saving device. If you pitch it that way, you sell the vacuum cleaner.
What are the best types of customers to pitch to?
1) Desperate customers
Desperate customers are ones that have problems which they urgently want solving and because of this they are impatient to buy and willing to spend money to solve it. Their urgency offers you potentially rich pickings, especially with upsells, but they are also the type of customer who will complain if your products don’t solve the problem they need to remedy.
With online stores, pitching to desperate customers means writing product descriptions aimed directly at them. You have to imagine what their problems will be and explain how your products and services will solve them.
If you sell log cabins, for example, a desperate customer might be someone who needs extra space at home but cannot afford to or move; perhaps they have a growing family. When pitching your log cabin you would show how much extra space a cabin would offer and then explain all the uses it could be put to. You would then discuss other benefits that having extra space could offer: somewhere for the children to play, storage space to declutter a busy household. You could also mention that it is much less expensive than having an extension built or a loft conversion. These are all things which appeal to a desperate buyer for this product.
Think of the products you sell. Why would someone desperately need them? If you write down the ways your product could solve their problems you have the ideal content to pitch that product to that customer.
2) Customers with a hobby
A customer with a hobby is an enthusiast, someone who is willing to pay well to do something they love. As they tend to have a passion for their hobby they will usually want the best products they can afford and this makes them a very good group to upsell too. They will, however, be quite knowledgeable about what they want and so you can’t pull the wool over their eyes with overblown marketing promises.
When you pitch to a hobbyist, you need to understand the pleasure they get from their hobby and how your products can enhance that pleasure. With log cabins, for example, there are two sorts of hobbyist that may be interested in your products: gardeners and people looking for a building in which to do their hobby.
With gardeners, you know that what gives them the most pleasure is a beautiful garden. The pitch, therefore, has to be about how the log cabin will make a perfect centrepiece for their garden, how attractive it looks and how it will enhance the gardener’s enjoyment of their garden. You can also show how it can be used as the perfect place to sit and admire their garden.
With craftspeople looking for somewhere to do their hobby, you would pitch the log cabins as a place where they could retreat to, a quiet, spacious place with lots of natural light and the freedom to move around or store lots of their equipment. It doesn’t matter if their hobby is restoring motorbikes, making dresses or working out, but as long as you explain the benefits, the hobbyist will be attracted.
For your own products, try to imagine why someone with a hobby might want them. How could they enhance the hobbyist’s enjoyment? How could they make doing their hobby better or easier? This will help you write a product description pitched at this type of customer.
3) Repeat Buyers
Some dropshipped products are ideal for repeat buying, especially items which are disposable or have a short lifespan. Repeat buyers are people who have developed a relationship with your website and find it a place where they feel comfortable on the internet. They have learnt to trust your company and like the things you sell. This puts you in a very powerful position to take advantage of this relationship.
With repeat buyers, you need to get them to buy other products besides the ones they keep coming back for. The first thing you would need to do is research your existing customers and find out what products they regularly buy. The next stage would be to find related products that they might be interested in. You can then pitch these products to them. This can be done in several ways – via your newsletter, at the bottom of any emails you send them as part of their purchase – such as an invoice, or you could ask your dropshipping company to put printed material in the packaging for you.
Once again, you would pitch the products by linking the benefits it offers to the same benefits they get from the products they regularly buy.
With log cabins, you would imagine that there is not much scope for repeat sales, but in fact, there is. Whilst a customer obviously isn’t going to buy a new log cabin every month, there will be other cabin related products which need renewing on a regular basis, for example, wood treatment, external paint, battery operated light bulbs, window cleaner, wooden floor oil. As a specialist log cabin retailer, you customers would think that you know the best products to sell and will buy them from you even if they are more expensive than elsewhere. When you pitch them, flag up you expertise before explaining how they will benefit the customer.
As you can see, pitching requires you to understand your customers and the reasons they are buying from you. Once you know this, you can capitalise on it by focusing your product descriptions on meeting the needs and desires of those customers. This will help you increase sales of your drop shipped products.
If you are considering selling log cabins or garden buildings and need a company which drop ship high quality garden buildings for you and provide you with outstanding customer support, then take a close look at our Timber World Dropshipping Account. It’s free to join.