Challenge #5: Being Unaware That You Are Selling Benefits To Your Customers

In general, most small business owners exchange their products or services for money. Either for cash in the bank right away or, when selling on credit, for a promise of cash in the bank at some later date. So it isn’t surprising that many a business owner believes they are selling products or services, or both. And this is true – sort of.

However, from the customer’s perspective, this is not the whole truth. What the customer really buys are the benefits that those products or services provide.

Take a power drill, for example. Noisy, dirty, heavy, etc. Yes I know that’s not exactly what the salesman told you! Now imagine that instead you’ve just bought a ‘Holemaker’ that is really quiet, clean, lightweight, and so on. Just how long would you continue to use a power drill to make holes in the wall?! The perceived benefits prompt you to buy the ‘Holemaker’ rather than the power drill.

Hence the old marketing adage: “sell the sizzle, not the sausage.”

The same thing goes for your business as well. Since you are not the only business owner in the world (or even in your area), the benefits of what you offer must make you just sufficiently different from everyone else in your market place.

Solution: Identify and promote the benefits of your products and services!

To recap: in order to make your business a success, you need to sell something: either products, or services, or a mixture of the two. And in order to sell that something, it must have clear benefits to your prospective customers. The benefits of your products and services must be sufficiently different from those of your competitors.

But watch out! Many people muddle benefits and features. Can you always tell the difference?

To ensure that you always promote the benefits of your products and services and not get muddled between benefits and features, make sure you get the right advice.

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