How to Sell Expensive Products Online?
Learn how to build trust and sell premium products online through transparency, references, and comprehensive solutions that create value.
Hey marketer! 👋🏻
Recently, I dealt with an interesting case that perfectly illustrates how important it is to build trust on your website. Imagine you're looking for a luxury pool and you're planning to spend hundreds of thousands on it. You want to buy something really high-quality and don't want any hassles with it. Actually, you don't really care much about the money - you just want a reliable supplier who will handle everything from A to Z and do it as well as possible. You come across a seller's website, but you only find a bare catalog. Just photos of pool shells and brief specifications. Nothing about practical pool delivery, no detailed information about the company, no references, nothing about their experience. Can you imagine wanting to contact them with an inquiry? 🤔
This was exactly the situation my client was in. A seller of premium pools. On their website, they only had a bare list of pool shells and components. They didn't even mention their showroom. But when someone is considering such a large investment, they need to know much more. Who are these people they're supposed to buy a pool from? What experience do they have? What do they offer? What have they accomplished and what does their work look like? How satisfied were their customers? What if I need service? What regions does the company actually operate in? Yet they really have a lot behind them, they have plenty to boast about, they're truly top-tier in their field and their customers can't praise them enough. But you had no chance of learning any of this from their website.
The solution was actually simple - we completely redesigned the website so that besides products, it also presented the company itself. We added the company's story, the people in the company, showed the facilities and showroom, gave space to references from satisfied customers. We showed that the company operates across the country. We offered consultations, showroom visits, and answers to questions. Now prospects can see at first glance that this is a premium supplier with a long history and experience. They were that before, but it wasn't apparent from their website. And as I mentioned in one of the previous issues of Marketing on My Own, even obvious things should be mentioned on the website. Because what's not written there is as if it doesn't exist.
And this is actually a general approach suitable for selling premium products and services. When you offer something exceptional, you can't (and don't want to) compete on price. You must show added value as best as possible. Present the product, its features and benefits. Quality service, professional communication, experience and references - all of this creates a premium experience that people are willing to pay more for. 🌟
💡 What does this teach us?
Build trust systematically The more expensive the product or service you offer, the more you need to work on building trust. It's not about a one-time action, but about a systematic approach. Every element of communication - from the website through social media to personal meetings - should strengthen your brand's credibility. In the premium segment, you need to present experience, references, and level of approach. The customer wants to be taken care of and wants your attention. And that they'll get it must be apparent from your website content.
Transparency pays off Show who you are and what you do. Introduce your team, show your facilities, explain your approach to work. People buy from people, not from anonymous e-shops. They want to know who they'll be dealing with. That someone will take care of them. The more you reveal about yourself, the easier it is for customers to find their way to you. Don't be afraid to show behind-the-scenes to a degree you're comfortable with - authenticity sells. The less I know about someone, the less I trust them. Deep relationships between people also arise by letting the other person get closer to you.
Sell comprehensive solutions It's not just about the product itself, but about the entire service and experience. Premium customers expect premium service. Often complete delivery. What can you offer before the purchase, during it, and after it? What added value do you provide? How will you take care of the customer long-term? All of this should be clearly communicated.
References are sometimes more powerful than advertising Recommendations from satisfied customers often carry more weight than the best advertising copy. Real people with real experiences are the best proof of quality. Actively collect references and give them space on your website. Show real case studies, photograph implementations, record video testimonials. Completed work is the best proof that your promises aren't empty.
Look through the customer's eyes What would interest you if you had to spend hundreds of thousands? What information would you look for? What concerns would you need to dispel? Premium customers do thorough research before purchasing. Your website should answer all questions before they ask them. And enable the easiest possible action. In the premium segment, customers also expect you to ask for all information yourself, that you'll proactively move the project forward. That's why even initial contact should be as simple as possible - offering a phone call at a time convenient for them, offering personal consultation, and similar.
🤝🏻 Building relationships and trust
Marketing isn't just about shouting "buy from me." It's about building relationships and trust. And trust is built through transparency and openness. Especially in the premium segment, where price isn't the main criterion, this is key to success. 🤝
And one more important thing - when you sell premium products, you're not just selling a "thing." You're selling an experience, lifestyle, emotions. In the case of that pool - who would want to buy an empty plastic tub for half a million? Nobody. But summer enjoyment with family by your own pool, refreshment on hot days, grilling with friends by the water, relaxation after work... That sounds different, doesn't it?
That's why it's important to show the product in context - photos of actual use, stories of satisfied customers, videos capturing the atmosphere. People don't buy a pool - they buy their dream lifestyle. And this is exactly what premium product communication should reflect.
When all of this is properly incorporated, a new customer will understand from the website that they've found the right partner they can rely on and trust. They'll contact you without hesitation to discuss delivery terms.
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Looking forward to the next article!
Jan Barborik
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