It’s the easiest thing in the world to talk about yourself, your company and what you do. Unfortunately that doesn’t attract customers!
Customers buy ‘what’s in it for them’ – they are only interested in how you can deliver a solution to their problem or how you can satisfy their desires.
So how do you get them interested? …
…. by focussing on them in all your communications.
So how do you achieve this?
Stage 1 – Starting the process
Start by listing all the services or products that you offer
Example - telesales
Stage 2 - Turn them into benefits
Now put yourself in your customer’s shoes and ask yourself the question ‘what will that service/product do for me?’
There will probably be more than one benefit per product/service so keep asking ‘and what does that do for me?’ until you have exhausted all the benefits to your customer.
Example – developing relationships so that your prospects think of you when they have a need
And what does that do for me?
More enquiries and sales opportunities
Stage 3 - Make your communication ‘YOU’ focussed
Do not talk or write about yourselves. Communicate ‘you’ language throughout. If your existing website, letters, emails – in fact any marketing communication you make mentions ‘we’ and what you can do for your customers, you are missing an opportunity. You need to get your prospective clients to imagine how things would change for the better if they bought from you.
Example – imagine…never having to pick up the phone to promote your business ever again!
Convince your prospective customers by taking them to where they will be when they have bought from you…sell the sizzle and not the steak!
Reproduced with the kind permission of The Sales Consultancy