How to Help Customers Understand Your Products

New customers to your business may not be familiar with the products or services you are offering. This can cause great confusion and even indecision when they are reviewing your offerings.

To be successful in selling to customers, you need to transport the customer from their current state of mind to an understanding of what you are selling. You need to speak the same language as the customer.

My wife and I recently ventured into a local Mexican restaurant, Tio Dan’s Puffy Tacos. We’d never been to this restaurant before and aside from the name of the place, which clearly told us what their specialty was, we didn’t know anything about it.

Tio Dan’s menu was a full color, laminated, self-proclaimed “food book” that had pictures of every single entree they serve. These weren’t fake marketing pictures; they were real pictures of actual food they had prepared.

By looking at the menu, you got a good sense of what you’d be eating. You didn’t have to guess what a particular dish was based on an unfamiliar name because what you saw is what you’d get.

Tio Dan understands that not every customer that comes through his door knows what he sells or what the items on his menu are. He helps overcome that hurdle by showing customers what they can buy in terms they can understand.

How can you help your customers better understand your product or service? Perhaps you can show them the end result (a picture of food in our example). Or use an mental anchor that connects what you offer to something the customer already understands.

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  • Alain Celibataires

    I went once to a restaurant and they had also a menu with photos of the food. But the photos were horrible, the lighting was bad so the meat looked like old and spoiled…So, I left! What I wanted to say is that this can turn against the restaurant if it’s not properly done.

  • Joe Rawlinson


    Good point. The pictures should make your product look good but still be accurate reflections of what the customer will get.