When I consult with my clients who struggle with marketing or sales initiatives, I always start out the session asking: “what’s in it for me”? In other words, if I am a potential customer you are trying to attract with your marketing campaigns, or you are trying to sell your products or services to, what is the benefit I will get from buying from you? Always frame your value proposition as if the customers were asking you “what’s in it for me?”
Many people at this point will start rattling off all of their differentiating factors, nifty product points, or explain that they have the best customer service in the industry. This is all well and good, but it is far from relevant unless they can identify what that means to the customer. Don’t focus on the features you offer, or why you’re different from the rest; all of that information is important, and you can dive into that as needed, but what’s most important, and what you should focus your efforts on, is how you will directly affect the customers’ pain points and make their job, life, or business situation better.
Finding a pain point can be tough, and often you will need to dig deep. You could conduct market research in the form of surveys, interviews, and/or focus groups, you could ask current clients how your product or service best helps them individually, but the easiest way is to simply ask your prospect. After all, every customer faces different challenges, and what troubles some may not trouble others. Additionally, people genuinely appreciate when businesses care about their individual struggles. So get to know the prospect you’re selling to, and don’t feel uncomfortable asking them what they are looking for from your product or service. People love to talk about themselves and their business, and it makes them feel more connected to you as a salesperson or company.
Once you know what your prospective customer is really struggling with you can focus the sales efforts on their individual situation. Show the prospective customer that you relate to them and understand their unique problems (even if they aren’t so unique). Make them feel understood and special. Once you have gotten an understanding of the pain point and have communicated to the customer that you know how their struggles are affecting them, you can present your value proposition in a “what’s in it for me?” perspective. By explaining to your customer what they will gain by working with you or using your service, you will illicit a much more interested and positive response. Be sure to frame your sales pitch around how your offering can help their particular situation, make their life easier, save them time or money, etc.
Don’t make your sales presentation too feature rich; keep it simple and always address and stress how your prospect will benefit by being your customer. Don’t leave them wondering “what’s in it for me?”