Farmer Marketing

Simple, inventive ways to increase the value of farm fresh products through direct marketing, internet marketing, and creativity.

Monday, January 30, 2006

Benefit Selling

What do you want to point out to your customers? What do you want to tell them so that they will love your product as much as you do?


Most growers will start by telling their customers the attributes of their products. "Certified Organic", "All-Natural", or "Locally Grown" is probably one of the first things a grower will tell a customer. However, there is a better way.

Realize that these attributes are important, but I would guess that your signs point out those attributes. Benefit selling goes beyond just pointing out attributes to pointing out the benefit the attribute confers. Below are a couple of examples:

Attribute: "These tomatoes are vine-ripened."

Benefit: "These tomatoes are vine-ripened to give you that ripe tomato flavor like it came off the plant in your grandma's garden."

Attribute: "This is certified organic broccoli."

Benefit: "This certified organic broccoli is more nutritious and you can feel safe eating it."

I hope you get the idea. Do bring out your products' attributes, don't get me wrong. However, in your role as a seller you must take the customer from attributes to the benefits your product delivers.