Your customers don’t want to read line items

That is…

Your client’s don’t really care to read through a list of features, they are driven to purchase for the benefits

It can be an uncomfortable truth that we need to accept as Business Owners, but to move forward, we need to have a clear answer to why people should care about us and our business.

To further understand what drives purchase and loyalty, we need to acknowledge we are all in the Product AND Service Industries.

Our Product is our client’s Outcome (what they are BUYING from you)

Our Service is our client’s Experience (how we make them feel)

People will PAY for solutions that solve their problems, and pay even more for providing an EXPERIENCE (which does start before the sale, and doesn’t finish at the payment of the invoice either)…

Deliver on this experience, and the right customer will never question your value (and the dollar signs attached to it).

If you spend the bulk of your time honing in on their needs, and giving them an experience worth raving about — they will bring that back to you tenfold.

From there, you just need to continue to manage expectations and deliver on your promise.

It is actually that simple…

What makes it complicated is when we base our decisions off noise and assumptions.

It’s when we fail to listen to what they say, and insist they read our marketing and sales material that aren’t written with the end in mind.

One of the first things I look at when working with a business, is understanding their conversion on their sales calls or meetings; if they are sitting at less than 40%; then I can guarantee there is a disconnect in their language around the benefits of the offer vs. the features of the offer.

The key here is to clearly communicate outcomes, not to get caught in the weeds of listing off features.

Until then, you will only be seen as a commodity — interchangeable for the cheapest price.

Are you signing them up for a climb to the top?

Or are you racing your competition to the bottom?