Insthinktive Influencing
Focus on the WHY.
All sales are 100% emotional. Full stop. If you focus on product on features in your marketing, you are missing a huge opportunity to demonstrate value.
Apple are masters of this. As I write this they have just launched a new IPad. It must have literally hundreds of features, and they are focusing on one. The High Resolution Screen.
And they are marketing to the Why. The emotional response people have to seeing their family photographs in amazing detail. To playing their games with crystal clear detail. To watching movies and sur?ng the web on a screen that has greater de?nition than your HD television.
They have identiWed the reasons people will want to buy and marketed to them on their terms. The Why in your sales and marketing is essential.
Simon Sinek in a brilliant presentation on TED talks about the power of the WHY. And he explains that most businesses market the WHAT (What we are is accountants) and the HOW ( and we do the monthly accounts for small businesses, and do the wages and credit control functions) rather than the WHY.
We help businesses understand their numbers better, so that they can make better decisions, make more money and plan for a better more ?nancially rewarding future?
What truly motivates your prospects. What’s their Why?
Why would they want to use your product? Why choose you? What difference can you make in their lives?
Focus on these reasons and you are starting to focus on how you will create real value for them. And they?l begin to see it, have an emotional response to it. And in doing so be less focused on the price and see the value to them.
Their Why is not Your Why
Remember this key point. Their Why is the one that counts, not yours. So you need to ask them. When we started out this business. I assumed the Why’s of my clients. We assumed that they valued our structured and systemised approach. That they placed a huge value on knowing that there was a system and proven structure to back our service.We were wrong.
When we surveyed these clients and asked why they bought. They said it was our expertise. Our experience, our knowledge. They felt that they could trust us as a safe pair of hands to guide them to better results. This was an eye opener and a rude awakening.
We were marketing our system and our structure. And we should have been marketing to the customers Why
Focusing on the customers business, transformed our business. We connected to their Why better.
Timing and Pricing
How many times has a sale been lost because the prospect has asked the price and youWe answered, before youWe even discussed what you can do for them?
You must focus on the reasons your prospects will want to buy. Their Why. You must appeal to their Why ?rst and outline all of the bene?ts they will receive before you even contemplate raising pricing.
This is even more important in services that have an intangible element to them. You will eliminate the ?rewalls if you build a picture ?rst of a better world for customer. And what it would be like using your product or services.
Never give a price before you have established Value. Remember to review the PRESENT model there are a host of ideas in ELIMINATE NO on how to handle the pricing question or objection.
As a rule of thumb, have a clear strategy on pricing. Stick to it and persevere. Yes you may lose some sales, but everyone does. And it’s ok to lose some sales, especially to your non ideal clients. Get more of those ideal clients who you understand and want value. And sell your value to them.
Key Takeaways
– Customers buy on value not price
– Get clear on your value proposition
– Sell your value to meet their Why
– Avoid discussions on price until youWe established their Why
Simple, but not easy…..
Next session; You must invest in marketing
