It is necessary to provide the future

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And then put together a separate USP for each of these steps. Y. Schwartz's theory is still relevant, B. Hunt's ladder of recognition is just an updated version of it with a clear distribution of the state of customers by the degree of awareness of the company and the goods or services it offers. Awareness Ladder B. Hunt's ladder consists of five steps. In addition, the "zero stage" is taken into account, when a person does not know that he has a problem and needs to solve it. Business should focus on this shortcoming. The remaining stages look like this: Awareness. The person has realized that he has a problem and, perhaps, wants to solve it, but does not know how to do it.

Not necessarily, but it sometimes happens that for some reason she does not even hot dataset look for a solution (it is very difficult; there are many like me, you have to accept it; they will not help, but only deceive, etc.). client with more information, familiarize him with the options for solving the problem. Search for a solution. The client definitely wants to solve the problem. He knows that there are different options and is looking for additional information on each of them to figure out which is better. You should provide him with content with professionally prepared data on which product, with what characteristics and parameters will suit him best.

What is better to buy, all other things being equal. Comparison of solutions. Having several options that are likely to help solve the problem, the customer compares them, trying to determine which is better. If these are services, then it is advisable to show him cases with figures, reports, photos and videos, to prove your professionalism. If these are products, then show their quality, functionality, style, ease of use, etc. The client has chosen a solution option, i.e. a product, now he needs to decide on a store. You need to convince the person that "it's better to buy from us!" You need to provide him with a well-developed USP, present the product, tell him about promotions and other benefits that he will receive, unlike other sellers.