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I am always amazed when even large companies and trade associations don’t understand how to sell themselves in the 21st century. Do they really think that simply listing what they do is going to sell their goods and services? Apparently so as I quickly realized when visiting the site of a major trade association seeking more members. Their list of so called benefits in belonging to their organization included “enhancing the value of the profession”, What does that mean? Unless it equates to something tangible, nobody cares about enhancing anything. What the 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 them – translation: 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 talking about 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 great way to uncover the key selling (benefit) words in your business that sell: 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. Did I say 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.
The basic sales models is as follows:
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 be their hero. You will have provided a great and valuable service. Isn’t that what you want? All business is based on providing solutions to pain. Do you understand that?
As business owners, we provide 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.