No matter how good your product is or how much effort you’ve put into it, people won’t notice until you show them real value or solve their problems. Google became a corporate giant because they provided massive value for free.
Free, useful information gets your core message in front of your audience. When people see that your ideas and solutions help them, they begin to trust you. That trust leads to attention, credibility, and eventually sales. It’s your responsibility to give prospects plenty of reasons to know, like, and trust you.
Simple selling tips that work
Keep your sales pitch simple
Use a compelling headline to capture attention
Position your product as the solution to their problem
Explain how they will benefit (not just what the product is)
Skip technical details unless your audience is highly technical
Always have an information product or resource you’re proud of
People want the hole, not the drill bit
If you sell a product or service, don’t focus on the product itself—focus on the problem it solves. The old saying holds true: “People don’t want the drill, they want the hole.”
Instead of talking about drills, talk about how easy it is to hang a picture frame. Instead of selling software, talk about how much time and money it saves. Positioning your solution this way builds rapport and drives more sales.
The feature vs. benefits trap
Most businesses fall into the trap of describing features instead of benefits. Features are factual details about a product or service:
1GB storage on an MP3 player
64GB processor
10-number speed dial
Batteries included
100-watt light bulb
20 cardio and strength exercises
These are helpful facts, but they don’t answer the prospect’s most important question: “What’s in it for me?”
Benefits explain why the feature matters. They connect the product to the customer’s desires, emotions, and results.
Turning features into benefits: a 4-step process
List every feature of your product or service
Ask why each feature is included
Take that “why” and ask how it connects with the customer’s desires
Get to the root emotional benefit for the prospect
Examples of features vs. benefits
1GB MP3 player → 1000 songs in your pocket
64GB processor → A faster computer that doesn’t crash
10-number speed dial → Instantly call your closest friends without frustration
Batteries included → No extra trip to the store
100-watt bulb → A brighter room so you can read easily at night
20 exercises → 20 ways to tone muscle while burning fat
Benefits are what sell, not features
When you only list features, you force the customer to figure out the value themselves. Most won’t bother. By drawing the connection to results, you’ll see higher conversions and stronger sales.
Audit your sales pitches and marketing messages. Chances are, many of your so-called “benefits” are really just more features. Translate them into real results, and your sales performance will immediately improve.