Customers don’t buy products or services, they buy the benefits that a product or service provides. If you have been focusing on your product or service when selling to your customers (and not focusing on the benefits that your product or service provides) you have been compromising your sales results.
An ideal way to fix this is to do (or re-do) a Features and Benefits analysis for each of your major products.
Take some sheets of paper (one sheet per product) and draw a vertical line down each sheet in such a way as to give two columns of about the same size. Head the left column of each sheet Features and the right column Benefits. Under the Features heading list ‘bullet-point’ fashion the various features of the product; then under the Benefits heading describe the benefits that each of these features provide your customers.
Now you can concentrate on talking benefit-speak not product-speak when talking with prospective customers.
(The up-coming post for Wednesday 10/12 is Maintaining motivation. It's about some of the things we can do to maintain our personal motivation over the long term.)
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