It's
very easy to get caught making the deadly sin of trying to market and sell
programs, products and services based on features instead of the results that they
deliver. By communicating the results that clients will gain by using your
product or service rather than just listing the features that it offers, you
will be able to increase your conversion rate, which is the number of potential
clients that turn into clients.
Definition of Feature: A factual statement about the product or service
being promoted.
Example: We have custom programs
When you try to sell this feature, you essentially make your client do all the
work to figure out why they want it. You are not being clear what the result
is. Think about it this way: Your potential client is probably thinking:
"But why do I care about having a custom program? It sounds
expensive." In addition, just communicating this feature is not interesting
or compelling.
Definition of Benefit: The result your clients get from working with
you.
Example: You don't pay for or spend time on services you don't need.
Doesn't that have a different ring to it? A client's perception of each
feature's results is what attracts him/her to your product or service. So,
while the feature in this example is good (custom programs), it's not enough to
just tell your potential client that you offer custom programs. Instead, focus
on the results of the feature, which is the fact that it will save them time
and money.
By communicating the benefits, you are basically "delivering the
dream," meaning that you are selling what your clients really want, not
what you want to sell. The benefits that you communicate will get them emotionally
engaged with you and your product or service. Once they are excited by the
results they will experience, it's much easier for them to make the decision to
invest with you. Communicating only the features will, at best, deliver logical
agreement with your offer. But without the emotional tie and the results being
clearly communicated, you are not doing enough to help your potential client
say "yes!" to your offer and feel great about their decision.
Try to approach your products or services as if you'd never seen them. Write
out all the features and then ask yourself: "As a potential client of this
program, what results will this feature bring me?" Your answers will
provide you with insight to the benefits that you offer your clients.
Here are some additional examples:
Feature: Coaching Club
Benefit: You have access to me as your coach and also to the group for
ideation, advice, input and partnerships.
Feature: Downloadable eworkbook
Benefit: Instant access to 50+ pages of exact how-to advice, templates
and checklists from someone who has "been there and done that" so all
you have to do is fill in the blanks.
One last tip: Please don't focus on quality, customer service or price. People
have heard that over and over and during this part of the process, it does not
add any real value. What they really want to know is that you can deliver the
results they want. It's all about the results.
Once you have your list of your features and have turned them into
results-based statements like the examples above, you can sprinkle them in your
web site copy, sales pages, landing pages, articles, speeches or other
promotional material and watch your own results start to increase.
Meredith Liepelt, President of Rich Life Marketing, offers a free report called
"101 Ways to Attract Ideal Clients, Build Your List and Raise Your
Profile," which can be downloaded immediately at www.RichLifeMarketing.com.
It's
very easy to get caught making the deadly sin of trying to market and sell
programs, products and services based on features instead of the results that they
deliver. By communicating the results that clients will gain by using your
product or service rather than just listing the features that it offers, you
will be able to increase your conversion rate, which is the number of potential
clients that turn into clients. 