Having a great product isn’t enough—here’s why

You may have a great product and yet find that the revenue figures are not as expected. Having a superior product is a basic requirement—but it’s just a hygiene factor. Real success depends on other key elements like strategic branding, the right sales techniques, and the salesperson’s personality, especially in the world of direct selling.

Why should customers choose your product?

In a market where customers are spoiled for choice, the real challenge is convincing them why your product should be purchased over others. Every product serves a need, but not every brand connects emotionally or stands out. This is where brand identity and unique selling propositions (USPs) come in.

Ask yourself:

“Why should someone buy my product and not another that serves the same need?”

The answer lies in brand positioning, emotional connection, and perceived value.

Branding: more than just a logo

Brands connect with the emotions and personality traits of their target audience. Your brand persona must resonate with your ideal customer. A consistent branding strategy not only enhances recognition but builds trust and loyalty. These are the key drivers of repurchase behaviour and brand advocacy.

Understand what your customer truly wants

Customers buy the same product for different reasons—speed, reliability, packaging quality, or customer service. Understanding the customer journey and their pain points helps you tailor your sales pitch to resonate.

The best direct sales techniques involve asking the right probing questions. This is rooted in deep market knowledge, an understanding of the competition, and clarity on the product benefits.

Selling intangibles: the role of sales person’s personality 

When you’re selling intangible services, your product can’t be touched or seen. This is where the personality of the salesperson takes centre stage. In direct sales, the rep is the brand. Their ability to build customer trust, demonstrate authenticity, and exude confidence is critical to closing the first deal.

The success of a sales rep depends on:

  • Relationship building
  • Emotional Intelligence & knowledge
  • Staying true to brand promises

Remember, a dishonest pitch might get you one sale, but only integrity and consistency get you repeat business.

Personal branding for sales success

A powerful question every sales rep should ask themselves is:

“Who am I, and what makes me unique?”

This is the foundation of personal branding in direct sales. Reps with a strong self-image, knowledge, and positivity act like customer magnets. They connect with both the hearts and minds of their buyers, tapping into aspirations and hidden desires.

Reframing the sales profession

Sales is often misunderstood and undervalued. It’s seen as pushy, desperate, or low-status. But in truth, a skilled salesperson who understands the strategic importance of their product in their client’s business, is a key business partner and not a pushy sales person.

To change your perspective:

  • Understand how your product or service impacts your client’s business.
  • Know your role in improving their bottom line.
  • See yourself not just as a sales rep—but as a strategic advisor.

For instance, logistics services mean more to an automotive manufacturer than an ad agency. Knowing this allows you to position yourself as an indispensable part of their operations.

Conclusion: the secret to direct sales success

Success in direct selling is a combination of:

  • Creating a well-branded, customer-centric product.
  • Using effective direct sales techniques.
  • Developing a trustworthy and engaging sales persona.

If you understand your product’s value, your customer’s mindset, and your own strengths, you’ll sell not just more—but better.

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Disclaimer

Views expressed above are the author's own.

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