Call Business Clarity on 02 9683 6311
The Competitive Edge NewsletterEdition 33Benefits v FeaturesDo you know what benefits the customer will get through dealing with your company? If you can't think of anything specific, try this. 1. Jot down on the left hand side of a piece of paper in bullet points the great features of your products/services. For example, a bathroom company might have... * Custom made vanities * A complete package
2. Opposite, translate each feature into benefits. Think emotion: how will the customer feel. For example, they might say... * "Unique vanities - we custom design to enhance your bathroom layout and satisfy your personal taste." * "Our complete package saves you time, your sanity and your money. Just tell us what you want and leave all the running around to us." * "We guarantee you will be thrilled with your new bathroom. If not, we keep working until you are. For free!" 3. Keep the benefits of your business upfront in your mind as you talk to people. And stack your advertising pieces full of benefits. Even if your competition has similar products/services, but neglects to spell out the benefits, you're ahead. If YOU feel passionate about your business, others will too! Remember, in the example above, they are not selling tiles, taps and toilets. They are selling a dream.
A Note on QuotesEverybody does free quotes. So, putting "free quote" in your advertising material isn't going to do a thing. In fact, the word "quote" just invites people to shop around for the cheapest price. When the quotes come in the first thing they look at is the number at the bottom. And the smallest number wins the job. So, forget "free quote." Give your reader a better reason to bypass the other ads, pick up the phone and call YOU.
Qualify Your Leads While we're on the subject of bathrooms... During our own recent enquiries about bathroom renovations, my wife were told up-front, over the phone what the price range would be. This was before they had taken any details apart from the fact that she said we wanted a new bathroom. Now, in our sales training we teach business owners to first of all ask some questions. Because if they rattled off the price upfront, and Joe Bloggs down the road was cheaper, they could lose the sale just like that. So, ask questions and listen carefully to find out what your prospect really wants. This will help clarify in their mind exactly what they do want. And, by talking about it, they'll begin to want it more! (Remember, for the majority of purchases, "wants" are more important than "needs). Then imply that they've called the right place because you can provide them with exactly that (and more) and give them an idea of the price range. Are they still talking? If not, it doesn't matter, they were never in your market anyway. If yes, great! And when they start to ask YOU questions, you know they are warming up. Use a conversational tone and talk as though you already have the job. For example, "When we put in your new bathroom, John, we..." If you lead people down the path they want to go, they will gladly follow. If you fail to mention the price at all, the scenario could be this... Your employee (or yourself) drive out to the location, spend time building rapport with the prospect (and their kids and the dog!), measure up, answer a plethora of questions about the layout, lighting, fittings and colour, drive back to the office, put the quote together and get it out the door... ...Only to find on the follow up that a new bathroom is actually way above their budget! A complete waste of time and money. This sort of thing happens all the time. Many people are simply not current with the cost of major products or services. And many are not serious buyers. They are like Penelope Keith in "To the Manor Born" when she was so bored one day she called in various tradesmen to quote on jobs she had no intention, or money, to do anything about! So, to save you time and money, qualify your leads up front. Ask questions, listen carefully and give them an idea of the price range without making a big deal of it. Another thought regarding the price... if you're at the higher end of the market, show your prospect what they will get for their money. Be specific (But don't mention money again).
The ButterflyThis story came my way from Jennifer Marr who runs the Inspirational Factory in Perth. "One day a man found a cocoon of a butterfly. A little later a small opening appeared. So the man sat and watched the butterfly for several hours as it struggled to force its body through the little hole. Then it seemed to stop making any progress. It appeared as if the butterfly had gotten as far as it could and could go no further. So the man decided to help it. He took a pair of scissors and snipped the remaining bit of the cocoon. The butterfly then emerged easily. However, something was strange... The butterfly had a swollen body and shriveled wings. The man continued to watch it because he expected at any moment, the wings would enlarge and expand to be able to support the body, which would contract in time. Neither happened. In fact, the butterfly spent the rest of its life crawling around with a swollen body and deformed wings. It was never able to fly. What the man in his kindness and haste did not understand was that the restricting cocoon and the struggle required for the butterfly to get through the small opening are Nature's way of forcing fluid from the body of the butterfly into its wings. It would then be ready for flight once it achieved its freedom from the cocoon." So, if there are times in your business when you have to put in a strong effort, don't despair. Remember the butterfly story... ...A journey through life without any obstacles would cripple us. We would not be as strong as we could have been. ______________________________________________________________Business Clarity_______Quote of the Month"The problems of victory are more agreeable than those of defeat, but they are no less difficult." Winston Churchill ________________________________________________________________________________________________________ |