Joe Smith
Special to The Record
What’s in it for me?
I covered this topic a few years ago but it is still so important in today’s business climate that it bears having a second look at what it means.
The reality of being in business, whether you are selling a product or service, is the fact that every purchase always answers the buyer’s question of “What’s in it for me?”
This means that you need to be focused on the customer rather than your product, service or how you process orders. It does not matter whether you have a storefront or operate from a home-based office, you must be in business to provide a product or service that gives the customer a benefit they need or solves a problem.
Great salespeople know this. They put the emphasis on the benefits of what they are selling. For example here’s a typical product statement …”Ace dishwashers use jet-power wash technology to optimize the robust abstergent process.”
It’s better to explain the benefits by turning this statement around to say … “Using power wash technology, Ace dishwashers use 50 per cent less water and clean dishes in five minutes, which saves you time and money.”
Think of all the benefits you provide. If you are operating a business-to-business company how can you help improve profits, save time, reduce overhead? If you are a consumer-oriented operation will you make people feel better about themselves, make life easier, save money, be more fashionable, be perceived as a caring, socially responsible person?
It’s really all about knowing your current and potential customers. Keep in mind that one of the key ingredients that help people make a buying decision is how they are treated. Along with having the right product, you need to be conscious of the fact that buyers are also attracted to a company that provides them with a positive memorable experience. In many cases it is this positive experience that will set you apart from the competition.
It does not matter who you are, what type of a business you are running, whether you are in the private or public sector, you are there for only one reason… to serve each customer who walks through the door, deals with you online or contacts you by phone.
If you can answer that one simple question … “What’s in it for me?”… you will be well on your way to making a sale.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca
