Do you have an excellent offering, yet it seems difficult to sell?
Do you have the right solution, yet prospects just don’t get it?
You could be focusing on features instead of benefits.
As a small business owner, it is easy to get excited about your product or service’s attributes (the features) and forget to highlight the benefits. After all, you’ve been working hard on development. A feature is something a product is, a benefit is something it does.
You may sell widgets, but the customers buy the benefits provided by the widgets.
Highlighting your product or service’s benefits when talking to prospects will spark interest.
Some examples of benefits are:
▪ Sales growth
▪ Increased market share
▪ Turnover reduction
▪ Enhanced brand strength
▪ Customer loyalty
▪ Cost management
▪ Increased profits
▪ Lower costs
Make sure you clearly define how your offering serves the prospect’s business. An easy way to do this is figure out whose bonus will increase by the benefits your product or services provides. See last month’s newsletter to find out how to identify that person.
As the old adage goes – sell the sizzle, not the steak.
Read more about benefits in Components of a Startup Marketing Plan
Next Month – Pricing