Sales training often teaches that customers make buying decisions based on 1) their emotions and 2) the value the product or service brings to them. Customers choose a product or service based on its benefits, not its features. The features are simply the bare-bones facts–the elements or significant parts–of the product or service. The benefits are its value to the customer–how it will solve their problems, eliminate their pain and make life better.
Unfortunately, most businesspeople tend to talk in terms of features instead of benefits. As professional experts and salespeople, that’s what they’re most familiar with. They’re not accustomed to looking at their products or services from a customer’s perspective.
When you formulate the message you want your networking partners to convey about your business, put yourself in the customer’s place. What are the benefits of your product or service? Remember to simplify your message and make it specific–how will your product or service make the customer’s life or business easier, more comfortable, more satisfying or more profitable?
When you shorten and simplify your message so that you, and others in your network, can communicate the benefits of your business more clearly, customers won’t have to think very hard to understand why they should buy your product or service. So try this out and see what kind of results you get . . . then come back and leave a comment to share the outcome with the rest of us.