By Terry Johnson, IPF Chair USA and Busines and Marketing Expert
Competition in today’s markets has never been stronger.
Yet, I continually see examples of natural perfume and natural essence businesses that have not made many adjustments to their sales efforts to overcome the fierce competitive headwinds brought on by a deadly pandemic, numerous supply chain issues, and high inflation. These conditions have seriously changed consumer perspectives and require frequent reviews of sales and marketing strategies to reflect current realities rather than relying on consumer preferences and priorities that no longer exist.
You and everyone working with you should put on their selling hats for a while and focus on how to get consumers needing to purchase your products at premium prices, not just wanting to.
In the High-Value Natural Perfume consumer market, the first order of business is to identify every potential value feature of your products and incorporate those value features into selling benefits for consumers justifying premium pricing you need to charge.
When consumers see something for sale that appears attractive to them, they determine the level of value that the product could provide them, and then they check the price. If the level of value is above the price, they are more likely to buy. If the level of value is below the price, they are less likely to make a purchase.
Selling the value and benefits of your products greatly increases the likelihood of closing the sale profitably.
Here are 7 solid tips on strengthening and updating your Natural Perfumes and Essences selling strategies:
Terry Johnson is teaching and consulting at The Natural Perfumery Teacher's Academy. If you want to learn more about Business and Marketing in the Natural Essences World, you can follow his course or contact us for consultancies.