|
For Company X, their prospective customers have to interpret and translate the statement above into something meaningful for them (benefits). Remember, all customers in a buying process take what you offer them in communications and reason what's in it for them. Your customers want to know what benefit they will realize as a result of using your product or service. You can't take the chance of leaving it up to your customer to figure it out on their own. You need to be overt in telling your customers who you are, what you do, and what's in it for them. Remember to sell from their process of buying. Lead with your benefits and offer your features and functionality are proof of your ability to deliver.
Lasting Thought - The lasting principal here is extremely simple...if you mean something; say it as plainly as you possibly can. Never let a prospective customer guess about the benefits they should expect to enjoy as a result of doing business with your company. Review all of your marketing materials and assure there are no implied benefits. Read all of your materials as a prospective customer will, from their perspective of being engaged in a buying process. Make sure your communications clearly answer the most critical components of good sales communications - what's in it for me, why should I believe you.
Your perspective customers need to clearly understand what's in it for them. When you approach your customer communications from the perspective of your features and functionality, you need to assure you are doing so only as a means to prove your ability to deliver benefits to your customer, not as the reason to purchase.
Lastly, remember...if something is worth saying, it should be said.
-- About the Author
Jim Logan is founder of Accelerate Business Group, LLC, a revenue growth company. Accelerate Business Group partners with their customers to build revenue the only three ways possible - getting more new customers, increasing the value of your average sale, and getting more repeat business. Jim can be reached at http://www.jslogan.com.
Back
|
