Make a Statement If you want to motivate prospects and customers, show them the benefits.
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Quite possibly, the most important thing you could do todaywould be develop a single, unified benefit statement that willbecome the crux of your sales and marketing message.
The best way to create your own unique benefit statement is tomake a comprehensive list of the features of your company and itsproducts or services. Even if you're starting a homebasedbusiness, you can draw on your past experience to flesh out thelist.
Let's say you're a mechanical engineer, and you'veinvented a piece of equipment that'll revolutionize the way aparticular manufacturing process is performed. You've juststarted your business, so you need to develop a benefit statement.Begin by recording all the principal features of your new piece ofequipment, including the fact that it has only eight moving partsinstead of 16, incorporates digital computer technology and takesup less than three feet of floor space.
Next, list the special characteristics of your new company,including free ongoing technical support and guaranteed five-daydelivery anywhere in the United States. Mention your background inmechanical engineering and experience prior to founding your firm,as well as your past inventions or successes, and any awardsyou've won.
When your account of the features is complete, turn it into ashorter list of benefits. Groups of features, often as many as sixor eight, can translate into the same benefit. And benefits answerthe question from the prospect's point of view,"What's in it for me?"
A machine with eight moving parts (not 16 like the older model)is an important feature. To translate it into a benefit, considerthe ramifications of using a product once it's on the factoryfloor. With fewer moving parts, there's less opportunity forsomething to go wrong; that means fewer breakdowns. Buyers canexpect fewer hours or days lost while repairs are being made. Soyour new product reduces downtime, increases efficiency and helpscustomers increase production. Take this example a step further andconsider what's in it for customers if they increaseproduction--increased profitability or sales.
By focusing on benefits, you'll prompt prospects to readyour brochures and spend time with your direct-mail pieces.You'll demonstrate within the first 30 seconds of a cold callthat what you have is valuable.--Excerpted from Kim T. Gordon'sBringing Home The Business: The 30 Truths Every Home BusinessOwner Must Know (Perigee, $13.95)
