Charting My Course

Working with professional service providers and small business owners who want to do a better job
marketing themselves and their services.

Friday, November 16, 2007

What’s In It For Me?

Think about the last time you purchased a product or service. Were you focused on the benefit it would add to the person who was selling you their product or delivering their services? NO! Your focus was on "What's in it for me?".

No matter how good your product or service is, your customer or client will want to know what’s in it for them. Sometimes in our enthusiasm for our business or service we forget to think about what the customer really wants and really needs. We try to second guess the customer or tell them what would be best for their business when in reality, the customer really does know best. All the customer wants is a product or service that will drive their business forward and increase their bottom line in a big way. They want to see a return on investment for the hard earned dollars they are spending. If you cannot show them how your service or product is going to increase revenues or deliver some other tangible benefit to their business, you don’t stand a chance of having anyone buy from you.

Before calling on a potential client or customer, always do a little research on what they sell or offer in the way of services. This doesn’t have to take a lot of time. Read a book or spend 15 minutes on the internet to get all the information you need to become informed enough to intelligently approach a potential client.

Your job is to educate your customer and show how your service will add to their bottom line. Your job is not to “sell” your potential client or customer. In order to educate your customer, you must have a thorough understanding of your product or service. You also need to have a general knowledge of their business or service to speak intelligently about what you are offering and how they will benefit. You owe this to your clients and you owe it to yourself. Your job will be much easier using this approach.

They are giving you their hard earned dollars in exchange for a product or service that will drive their business forward, increase revenues, or get more clients for their services. You should never approach any business or service professional with what you have to offer until you have done your due diligence. It’s not that hard. They will appreciate the fact that you have taken the time to learn about their business or service and have more confidence in the fact that you can provide what they really need. Remember to always think about and to always show what’s in it for them.


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