Yesterday we went over, in detail, the difference between trying to sell prospects on your product/service by telling them about your value and benefits as opposed to giving them lists of the features. It takes a little more time to think and prepare what you say, but like any skill, the more you change your mind-set and give the benefits and values, the more clients/customers will be automatically drawn to you!
Features for a service such as Executive Coaching, the features I provide are:
- Certified Executive Coach, and Certified Mastermind Executive Coach along with CPLP certification (interesting yet? Of course not!)
- 32 years experience including coaching the top 3 executives of a billion dollar public works engineering project for three years (maybe)
- Coaching can be done virtually
Here’s the translation from the above into VALUES and BENEFITS:
- Have the peace of mind and confidence that you’re dealing with an experienced professional who has dealt with every kind of situation imaginable. Sue will provide you with options to get you unstuck, and skills to assist you in reaching your full potential while helping you leap-frog to top levels of your industry.
- Establish and reach your goals in a third to half the amount of time it would take you to do it on your own, because you have accountability to fulfill the plans that you have develop and agree to. You’re at the helm.
- Envision sitting in your pj’s or your most comfortable attire, at your favorite spot, during the best time of day for you, while receiving encouragement, and assistance by your own personal trusted mentor, who genuinely cares about you and your success. I’ll partner with you each step of the way, assisting you in reaching your personal mission and why you were put here in this life, at this time in history! I’ll help you work on leaving YOUR individual MARK in this world!
People want to know, and will buy according to what products and services can do for them, NOT because of the features they have. It makes all the difference in marketing plan and its effectiveness as to whether you’re selling FEATURES as opposed to offering the VALUES and BENEFITS.
EXAMPLE: Charles Revson (not a typo), then CEO of Revlon Company, was once asked to describe what his company sold. Listen carefully to what he said, and then compare it to the above information. He said, “In the factory we make cosmetics, but in the stores we sell hope.” He didn’t sell them on the products, but what the products will ultimately bring them, and who doesn’t want HOPE!
So, next time you’re asked what you do, don’t give them the features and attributes. Wow them with the benefits and value you bring to the table. You don’t have to sell, just share the “right” information and watch them buy. People don’t like to be sold, but they do like to buy! Let them see in their minds-eye how you can help them fulfill their hopes and dreams, and they’re yours, your customer/client.
Your Intentional Coaching Moment:
1. Make a list of all the features of your products and services.
2. Next, using the questions above, translate these features into benefits and values.
3. Now go share this information with three people and ask for their feedback!
People Hate To Be Sold, But Love To Buy. Word It Well, And You Will Draw Them To You With Magnetic, Or Pull Marketing!
When introducing yourself or your products and services, are you talking about all the features, the bright and shiny aspects? Or, are you doing what is called “magnetic“, or “pull” marketing, which draws them to you by asking questions that provide the mental image of the values and benefits of your service or product? Will you intrigue them by highlighting the advantages or take-aways they will receive? Or, are you droning on about all the little doodads they, quite honestly, could care less about?
When you’re writing about your products and/or services on your website, in a brochure, or on your business cards, ask yourself these questions:
1. What do they want to know?
2. What benefit will this bring them?
3. Why would they want to use this/me?
4. How will my product/service make them feel?
And then by all means, make absolutely sure you are:
- filling a gap
- meeting a need
- fulfilling their dream
- making them feel good when they use the product or service!
Ah, now we’re talking! This is what they really want to know. What they don’t want is to hear you drone on about the features. What are features? Features tell or describe the details of your product, and what you do: “b o r i n g“. You’ve got to spice it up.
For instance, if you’re selling ceiling fans, the features would include:
- Five blades with light dimmers
- In three colors
- Four customizable lights which you can switch to whatever style you like
- Three speeds, in any color you like
Now, at some point they will need the feature information, but this isn’t what will compel them to buy. Giving them the VALUE, will compel them to buy. For example, some of the fan’s values are:
- Would you like to walk into your room and have it be five degrees cooler in the heat of summer, while keeping it warmer during the winter?
- Imagine capturing the ambiance of your room, as you sit by your fire, dimming the lights while you enjoy a glass of wine, or a cup of hot chocolate?