Getting the heart of how to talk about your product and service AND what information you need to provide is key to converting leads into sales for your business.
Your business is your everything every day. It’s hard to have perspective on something that you are super close too. How do you know what to say that will ring true and really convince your buyers to commit to you?
The most common disconnect I see when working with clients is a focus on their own business and what they offer. This sounds like common sense. It’s natural. You have something to sell, whether it’s a product or a service, so of course you need to talk about it and what it can do!
But few people want to be sold to. They are interested in what is their problem or need.
Such a nuanced point, but when you unpack it, it’s full of a lot of hidden opportunities to get to the heart of how to really appeal and woo your buyers into your world.
It’s all about perspective
Taking time to look at things from your customers perspective yields insights on exactly how to talk about your offering.
When you talk about their problem and what they are experiencing and needing, the relevancy for them goes through the roof. This is particularly important, so that you can reach those people who are not even aware that there is a solution to their problem.
With the right kind of information and relate-ability, you can explain nuclear fission to a primary school child.
This is your challenge.
Position your product and service directly in response to what they personally are feeling or thinking.
So how do you do this?
All it takes is a simple exercise in perspective
Taking time to sit in your customer’s seat and really understand their point of view will give you the words to write that will resonate and gain their attention. This is an exercise I use with my clients when they are not clear on their target audience.
Step 1 - What’s their problem or need?
Digging down and really understanding the problem for your customer or client provides you with the ability to talk in their language and to empathise with them. You can describe what they are experiencing and feeling. In the context of how they are feeling or what they are experiencing you can show them how you can directly help with the issue.
It gives you their language – not yours. It tells you what their focus is, not yours.
To start with, write down the problem as you know it.
- Reflect on the conversations that you have or feedback you receive from your customers or clients.
- For every closed sale that you have, try and see what are the recurring themes behind the sale – what drove it, and what was the final point that made them act and sign up.
- Express the emotions that you see with your clients and customers and describe the impact that it has on them – in either a personal or professional perspective.
Step 2 - What’s the solution they want?
Next, you need to understand what they want, as a result of this interest or problem. What they want may not actually be what they need. However, being able to acknowledge and incorporate these things into how you talk about your product is important.
It will also tell you the types of outcomes that they will expect from doing business with you so addressing these directly is essential as part of how you talk about your product or service.
This point speaks to what they are wanting, but also allows you to move to the next point, talking about exactly what they need.
Step 3 - What do you deliver?
With your understanding of what they are feeling and experiencing and what they want, you are now well armed to talk about what you offer, as it relates to them. This is where you can express how you can take away their pain and deliver what they want and need.
You can use the knowledge you’ve gained in the first two steps to frame what you deliver in direct response to what they are feeling and wanting.
Step 4 - The outcome and benefit
Expressing the outcome and benefit allows you to paint a picture, that helps them understand, how doing business with you will give them a new state of being, how your product or service will improve their state of being.
As long as this relates directly back to their problem, feelings and what they want, it becomes a powerful way to differentiate yourself from your competitors and make yourself irresistible to your target audience.
Look at the examples that follow and see how each provides a focus on their problem – not your product or service. A small nuance but so important.
For a chiropractor.
Your client’s interest /problem or problem is:
- They have pain – neck, back, foot, shoulder
- Chronic pain that results in mood and sleep difficulties
- They can’t do what they used to do
- They are exasperated with their body and want to fix it
- They feel exhausted and fed up.
What they want
• Pain to go away immediately
• To move better
• To feel better
- Relief and immediate action
- Knowledge & THE Why this is happening
- A plan to move forward and take control
- A management program tailored to them
- A plan to feel better & actively manage how they feel going forward
Notice how what’s delivered is so much more than what they want?
- Feeling better, stronger and younger
- Get moving again
- Learn how to self-manage going forward
See how the benefits offer them a benefit that is much bigger than what they wanted?
- Staff under performing
- Line management not effectively addressing issues
- What they want
- Effective high performing staff
- Confidence that all risks are managed and the business is protected
- Tailored programs to address staffing and management issues
- A way to engage and empower staff that gives your staff buy in and belief in their role in your business
- Processes and plans to ensure the changes continue and don’t become a problem again
- Structured program that directly manages the risks.
See how so much more is delivered - more than they realised they needed
- Peace of mind
- Confidence in board reporting
- Direct correlation to bottom line impact (positive)
The benefits deliver far more value than they were looking for yet still directly deliver on what they wanted, and directly speaks to how they were feeling - and removing their feelings of angst.
These four steps will literally write a sales page or landing page for you. They will indicate that lead magnets, freebies or offers you should provide, and tell you how to pitch your product and develop campaigns and key messages to help you to raise awareness of your product or service to those people that will gain their attention.
The benefit of this exercise takes you from simply selling to relating and engaging with your audience. In the digital world there is so much noise and competition, this simple exercise can give you the cut through you need to reach your target audience.