Tips of the Trade: Think Like A Client!
I don’t have to tell you how competitive business is these days. So what can you do to stand out and get noticed?
Your clients are all listening to the same radio station—WIIFM (What’s In It For Me). The more benefits you can convey that are meaningful to them, the more sales you’ll get.
What do your clients really want? What keeps them up at night? Hint: It’s not the lowest price! Sales are made on an emotional level. What are your clients’ hot buttons? For example, let’s look at two promotional products professionals: Pat and Chris. Chris presents numerous proposals to his clients at a competitive price and wonders why he doesn’t sell more.
Pat adds value to his proposals by offering quality guarantees, special packaging and faster delivery. He includes testimonials from previous clients, as well as a detailed company and personal profile that highlight what his company does best and why it is the best choice. In addition, he lets the prospect know that he will follow up every step of the way so that the prospect doesn’t have to worry and can focus on more important work.
He clearly differentiates himself and shows why his company is the only logical choice. Pat understands that his clients’ ultimate need is not just for the product, but also for the reassurance and peace of mind. He knows his clients’ hot buttons.
Until you know exactly what your clients value and their hot buttons, it’s difficult to do any kind of effective selling!
Action Step: Make a list of all the things your company does best. The next time you’re asked to submit a price quote, include all your competitive advantages. Yes, it will take more time, but the additional sales you’ll get will be well worth the effort.