As a business owner you likely think of all the features your product/s or services offer.  Too often businesses will focus on the features of their product or service.  Perhaps they even extol them in great detail … only to have the listener’s eyes glaze over.  The business person may KNOW that the potential customer has a great need for the product or service being presented.  Why, then, do the eyes glaze over?

This is only logical:  People buy benefits, not features.

Recall that we have already discussed that as a marketer you should leave to chance anything over which you can exert some control.  Here is an ideal opportunity to put that principle into practice.

If you focus on the features you offer, you are relying on your customer’s willingness and ability to take those and apply them as benefits in his or her particular situation.  Therefore, as the business owner and marketer, you must translate the features of your product or service into benefits (”What’s in it for me?”) for the customer.

You must be certain that your customer understands the benefits very clearly to him or her for using what you are presenting.  Always make your “teaching” effort very respectful and with no element of condescension.  You certainly do not want to make him or her feel stupid or foolish for having entered your place of business.

To your business success!

Let me help you grow your business today!

Paul Elliott

paul @ MarketingSuccessBlueprint.com

Marketing With Unbelievable Guarantees!™
http://www.MarketingSuccessBlueprint.com/blog

© 2009, Paul Elliott, All rights reserved world wide.