Some things are universal and timeless, including the old addage, What’s In It For Me? So why do I still find marketing materials and websites not reflect that? I was amazed recently to visit a website for a trade organization I belong to and see that they had “enhancing the value of the profession” as a benefit to membership. What does that mean? Unless it equates to something tangible nobody cares about enhancing anything. What a buyer cares about is WIIFM aka What’s In It For Me? They couldn’t care less about what’s in it for you. In business it’s all about ROI.
So here’s the biggest tip for selling in the 21st Century: Features (what you DO) do not sell. Benefits (what they GET “after” you do what you do) sell.
Stop focusing on what you do and start talking about what they are going to feel afterward. The truth is that people buy with emotion and justify with reason. If you can speak to their pain and offer them relief from that pain, you have the sale.
So here’s a technique for uncovering the key selling (benefit) words in your business that will increase your sales: I like to call it the Benefits Game. Fill in the blanks as follows: I ________so you can _____________. For example, I coach small businesses so you can increase your earnings. Now, start un-peeling that onion. I coach small business owners so you can make more money so you can work less so you can have time to develop new products so you can grow your business so you can have more time for family and fun so your marriage is better so you get to know your kids, so you can be happy so you can be healthy. I never mentioned how I was going to do that? No! I know how and if asked I can explain the process, but in reality, the client really doesn’t care. What they want to know is that you understand their pain and can deliver on your promise. If they believe that you can (and here’s the caveat- you had better be sure you can deliver) then you have got the sale.
Here is the basic sales model:
Identify their need/want; Describe their pain; Offer a solution; Call to Action
Describing their pain in detail is really critical to a successful sale. What is keeping the customer up at night? What are they worried about? How can you take that pain away? If you can take away their pain, you will have rescued them. You will have provided a great and valuable service. Isn’t that what you want? All businesses provide pain relief solutions. Do you understand that?
As business owners, what we provide is pain relief in every shape and form. That’s what we really sell. I’m not talking P.T. Barnum here, I’m talking about having the heart of a servant and truly identifying the needs of the client and wanting to deliver a solution that improves their life and their business If you can get to the heart of that,and speak to it, you’ll have the sale.
Marilyn Ellis,”America’s Organizer Coach”, Author, Speaker, Professional Organizer, Business Development Coach. Her focus is on Small Businesses and Entrepreneurs. If you are stuck on the rocks, lost in the fog or surrounded by sharks, she will shine her harbor light on you. visit http://www.lighthouseorganizers.com to receive a free report and/or to purchase her books.
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