It’s always a treat to strategize with an entrepreneur to grow their small business, regardless of the number of years in operation. However, this client, after 5 years in business, garnered results dramatically different from anything they previously achieved. They closed 100% of their sales meetings resulting in four new clients from four sales meetings! How did they do it? They shifted into benefit speak! Most entrepreneurs are masters of their craft. They have conquered a skill-set within a knowledge domain that is of benefit to those less knowledgeable, or skilled, in the same arena.
For example, if your specialty is accounting, you likely have a web designer that nets you a better result than if you designed your own website. Subsequently, as an accountant, you have an in-depth understanding of tax laws that enhances the financial decisions of the web designer to help them cut costs, save money, and improve cash flow.
It’s safe to say, few entrepreneurs launch with the domain knowledge needed to start, run, and grow a business. That’s what we learn through trial and error, right?
Change What You Talk About
Most entrepreneurs speak with clients about what they know best – the features of their products or services. In fact, that’s what this client learned during a strategic coaching appointment.
While discussing the elements important to scaling their business, we landed on a discussion about the features and benefits. After a brief discussion, it was apparent that “features” dominated their conversations with potential clients. This explained why their closing rate was good…and would benefit from some improvement.
After a bit, we dug deeper to understand how their robust service features helped grow their client’s businesses. There was “gold” to be mined in their features!
By “slipping into the shoes of their client,” we unraveled each feature of their service to understand what it ultimately meant to their buyer. With each feature, we queried “what’s in it for me.” And, with each response, we countered with, “so what – big deal.” Finally, we arrived at the central benefits of their service – the ones that their buyers would act upon.
Learn to Sell What Buyers are Buying
In a nutshell, features are about you; benefits are about your client. Benefits are the primary reasons clients buy. Benefits are the ultimate result – or results – that your buyer seeks…and wants to buy!
Consider this: when chatting with a potential service provider, what is it you most want to hear? Do you want to endure a lengthy conversation only to walk away guessing how their service will solve your problem? The answer is emphatic NO!
What do you think your potential client wants to hear? That’s right! Your buyer wants to hear about the results your service provides. Thus, when they walk away from what will be an enlightening, exciting, and uplifting conversation, they can rest assured they know exactly what’s in it for them.
Are you ready to shift into benefit speaking and do what this organization did – get more clients? Be sure what you’re selling is what your buyer is buying.
