How to Sell More - Stop Selling Benefits & Features
What are you really selling?
“It’s so nice to meet you - what is it that you do?”
Does that question fill you with dread when you are introduced to someone new?
Do you find yourself using trade words or super-complicated, robotic, canned answers?
Well, then, let’s talk about how to explain what it is you do and what others (meaning, new clients) can expect from you.
If any of this strikes a chord with you, it’s most likely because you’re looking at your answer as transactional, rather than relational. (Listen to episode 14 to learn about the difference.)
Today I’m going to talk about the strategy of laddering to help us uncover how to answer the question “What do we do?”
First of all, when we answer that question, we often skip right to the features of what we do. Think of them as the things we can check off a list. But if that’s all you do, if it can be summed up in a course or an email, then why do they need to engage with you, right? The features are important but kinda boring. Think of them as the bottom rung of the ladder.
Moving forward, add another rung to the ladder. Think about the benefits your customer or client can expect from those features. The next rung up is the personal benefit; more elusive, often emotional, and bigger-picture. Lastly, the top rung is personal value, the 30,000’ view that draws people in.
To use the analogy of a car salesman. The feature could be speed (fast cars). The benefit would be that their customers can get to places faster. The personal benefit is that it makes us feel younger. And the personal value would be youthfulness. So the car salesman doesn't “just” sell cars…he (or she) sells youthfulness! See how powerful that shift can be?
For another example, let’s talk about what I do, coaching. I provide accountability (a feature) that helps you hit goals (a benefit), which allows you to dream big dreams (a personal benefit) and as a result, gain an abundance mindset about your business (personal value).
Remember: we’re not (just) selling features, we’re selling the value that your product or service provides!
And understanding that is crucial to growing your business.
Your next step
So review the ladder I described in this episode and then take some time to create one for your business!
PERSONAL VALUE (and THIS is what you’re offering your customers/clients!)
FEATURE (start here and move up)
Email me at firstname.lastname@example.org and let me know what it is that you do. And if you need help with this exercise, I’ll help you out. But don’t put this off!
And don’t ever get tripped up again answering the question “What do you do?”
For future reading
Much of this material was adapted from the book Visual MBA by Jason Barron The Visual Mba: Two Years of Business School Packed into One Priceless Book of Pure Awesomeness It’s a recommended read!
Of course, remember the importance of making time for rest, friends. Because, as we say around here: good rest fuels great work!