A lot of times when I first talk with a business owner I’ll hear about the features of a business. I’ll learn about services and products and everything but one key element that I want to know as a potential customer. What are the benefits of your business? In other words, how does you business help me solve a problem, meet a need, and other wise make my life and business easier.
Telling me about a service or product doesn’t necessarily tell me about the benefit of your business. What it does tell me is what you do, but if you can’t link what you do to how my life will be improved or how my problem will be solved, then I won’t buy from you. People are interested in services and products only in regards to the specific concepts that such offerings can be applied to their lives.
What people really want is to know that you understand their problem or need on a physical, emotional, mental, and even spiritual level. Can you empathize with what they are experiencing? In turn can you apply that awareness to what you offer and explain to them, in language they understand, how you will benefit their business? When you address the actual needs and problems of a prospect you show them that you are thinking of them moreso than yourself and that you genuinely want to help them succeed.
Benefits define your business because they demonstrate why your business is needed in the first place. If people don’t know why they should buy from you, they won’t buy from you. A business owner needs to talk about what someone will get from the services or products and how that will actually help the person succeed. The more clear that information is, the easier it is to for the prospect to qualify you as someone who can measurably solve their problems and create desired results.
If you find that you are talking about yourself or your business, but not really talking about your clients or the problems you solve, its time to focus on talking about the people you help and the problems you solve. If people want to know more about you they will ask, but chances are what you will realize is that people really just want to know if you can help them. If you can, you are more likely to get their business.