This information is designed to give you insight into a new language - the language of sales.
It’s the language most people listen for. The one language that is the only true language to reach someone, and to generate a positive response from your marketing.
One you and your team have to learn and use every single day, day in and day out, especially if you want to win positive responses to your advertising, direct mail, phone techniques, and face-to-face selling!
Every time you speak with a customer or put pen to paper to write to them, your customers are waiting to hear this language of sales.
This language answers the question, ‘What’s in it for me?’ (WII—FM).
It tells the customer or prospect what your product or service will do for them, instead of just the facts or features about that product or service. It is a language that explains the benefits of your service over your competitors.
Fact is, they won’t buy from you if your marketing material and sales pitch DO NOT answer WII—FM. Your potential customers will, in fact, switch faster than you can say, ‘No, don’t go! We really do have what you need’!
And that’s because this language is just so selective. If your message isn’t sent in that language, it will fall on deaf ears!
To further emphasise this point, imagine this: Your reader or the person who walks into your business is reading or listening to each line you say with a ‘What’s In It—For Me?’ filter between his or her eyes, ears and brain.
Put simply, then, anything that is on the right frequency, the WII—FM frequency, is accepted. Turned up, listened to more carefully, and very often acted upon. And anything that’s not on WII—FM is rejected. End of story.
In fact, only 15 percent of the market shops on price alone. A further 68 percent fails to buy because of ‘perceived indifference.’ That is, they perceive that you’re indifferent toward them and their needs. Not speaking in their language (WII—FM) gives them that impression from the very outset!
You see, existing and potential customers want your business to focus on them. They don’t want to hear about your business, how good it is, how great you are at what you do, your products and services. They want to hear about themselves. Their needs, their wants. Helping them solve a problem or a need. And results.
Margaret Holmes is director at accounting/business coaching firm Engine Room
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