Why Should People Buy From You?

Let’s face it - nobody cares about our business, not in the way we do.

What prospective customers truly care about is whether our business can solve their problems, make their life easier, or fulfil their needs. And if we want to capture their interest, we need to make this crystal clear in every interaction.

A classic mistake? Talking about all the impressive features of your business.

Take these common lines, for example:

• “We have state-of-the-art premises.”
• “Our service is completely bespoke.”
• “We’re a values-led business.”
• “We’ve been around for 100 years.”
• “We’re award-winning.”

Sounds wonderful, right?

But so what?

Every one of these points is about the business itself, not the prospective customer. And the question any prospective customer is asking, consciously or not, is, “What’s in it for me?”

Flipping Features into Benefits

To speak our customer’s language, we need to switch from features to benefits. It’s easy to overlook, but this simple, fun exercise can change the way your business connects with customers.

Start by gathering your team for a brainstorming session.

Take a flipchart, draw a vertical line down the middle, and title the left column Features and the right column Benefits.

Now, list every single feature of your business on the left. Yes, all the bragging points - the awards, the values, the years of experience. Once you’ve exhausted the list, it’s time for a shift in perspective.

Next, think like your customer.

Ask, “So what?” for each item on the left.

For instance, if you’ve written, “We use high-quality ingredients,” turn it around: So what?

Well, the benefit could be, “Our customers enjoy delicious, high-quality food they can trust.”

You might start with a hundred features but only end up with five or six clear benefits. These are the points that matter to your prospective customers, and these are the messages you should focus on in your marketing and sales spiels.

Bringing It All Together

People make buying decisions based on what benefits them, not based on our list of achievements or the features we’re most proud of. By clearly conveying the benefits to your customers, you’re showing them why they need you specifically.

Think about your customer’s needs and tune into that radio station WIIFM: “What’s In It For Me?”

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Ros Jones Business coach and trainer for entrepreneurs and leaders who want to grow without sacrificing balance.

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