Starbucks has rolled out their red cups so I guess it’s official, right? The holiday season has begun. (And I love it!) But it’s also the time of year where we’re assaulted with offers everywhere we look. Everybody’s eager to sell, something.
Image courtesy Weedezign / Shutterstock.com
And whether you’re hoping to make some extra holiday sales in the next two months, or you’d like to just sell anything, anytime, there’s one question I want you to ask yourself, as you make your sales pitch.
What Are You Really Selling?
Last week one of my Boardroom members asked me what I thought she was really selling. She was wondering whether to focus on her solution (an online program)…the emotional benefit provided by her solution (increased confidence) or the actual outcome of that increased confidence (a pay raise).
By simply asking her, “so what?” it challenged her to think…she’s offering the online program so that women can increase their confidence so that they can ask for (and obtain) a significant pay raise.
Are women looking for another online program to take? Not likely. Are they looking for increased confidence? Very likely, but does it keep them up at night? Maybe. But do they lose sleep over the fact that they’re underpaid and unable to get the raise they deserve…? I’d expect so.
What Does Your Offering DO For Others?
You’re not selling a book, an online course, professional services or even a free video series.
You’re selling a benefit or positive outcome that your customer receives as a byproduct of your solution.
Nobody wakes up in the morning and thinks, “Wow I need another book to read!”
(Well…most people don’t anyway.)
But they sure might wake up and think,
“Ugh, this day is going to stink. I hate arguing with my wife all the time. I can’t wait until these stressful holidays are over and we can have fun again!”
Instead of selling a book, you’re selling more fun and less stress during a chaotic holiday season.
If you tell me that you’re selling bookkeeping services, and I ask you, “So what?”….what’s your response?
So that I can have less mind-numbing work, greater accuracy and time to focus on what matters most in my business?
Sure, sign me up!
Are you going to offer a fitness accountability group this season?
Have you ever thought to yourself, “I sure wish somebody would just make me stick to my fitness goals?”
But I’ll bet you’re at least a little concerned about the holiday pudge that’s bound to creep aboard if you don’t pay attention to your exercise and eating habits over the next two months.
You’d probably be quite interested in a coach that’s going to help you enjoy the holidays without guilt and make it to January 1 without regrets.
Use Their Language
Asking yourself, “So what!?” forces you to consider what your customer is really looking for. What they really want. And when doing that, be sure to talk about it with the words that they would use.
I’m not going to lie. It’s not easy. Especially if you’ve worked in the corporate realm, took an English class in college, have an advanced college degree, or if you consider yourself a writer. Those of us coming from one of those backgrounds have a tendency to think that we know the right words, when in reality our experience or education is actually hindering us from hearing the real words are customers are using.
And if you don’t speak their language…they’re not going to understand you. (Which means they’re not going to buy from you.)
Keep it simple. Ask “So what?!” so that you can articulate what you’re really offering, and do so using the actual words that your ideal customers actually use.
Simple, not easy. Quite possibly the theme of my year and once again, true here.
To understanding and communicating what really matters so you can have the impact you’re meant to have…
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