Crafting Selling Points That Customers LoveEver find yourself wondering, “What’s in it for me?” It’s a question that subconsciously runs through our minds almost every time a request for our time or money arises. Since it’s socially encouraged to be altruistic and help others even if there is no personal gain involved, we’re probably just acting with such benevolence towards our fellow man because we know one day we’ll get to read that well rehearsed Humanitarian Award (or Nobel Prize) speech saved on our laptop. Don’t feel bad; it’s human nature to look for personal gain in most opportunities. With this in mind, when marketing and selling to potential customers, you must focus almost exclusively on their desires, needs, and expectations. What’s in it for them?

You may not know this, but your customers and potential customers alike all belong to a secret society called the Money Preservation League. As a part of their membership, they’ve been repeatedly trained to look for opportunities to save money and get maximum output, in the form of pleasure, time-savings, or pain relief when spending their hard earned greenbacks. Infiltrating and disrupting their secret society is impossible so as the old saying goes, if you can’t beat ‘em, join ‘em. That’s right, put yourself in their shoes and start speaking their language by articulating your products’ and services’ values, as applicable to the customer.

When describing your businesses products or services, don’t get caught up in all of the little things that you feel are award-winning qualities. If your customer doesn’t care about a feature, you need never mention it again.  You see, your messaging, sometimes referred to as Selling Points, should consistently reflect the value and benefits that your customers receive when utilizing your products or services. This holds true across all of your marketing and sales channels. The messaging on your website, Facebook page, brochures, and even the responses of your receptionist and sales team should be consistently reiterating the value that a customer is likely to receive. If you’ve not already written your Selling Points in a deliberate manner, here’s the way you want to approach it.

Write out as many selling points that you can think of for your business. A selling point is a distinct benefit, competitive advantage, or “pain reducer” that your company offers customers. Focus on the customer at all times. Here are some things for B2B companies to include, as applicable, in their selling points.

–       What is the quantitative benefit (ROI) of the selling point (i.e. Does your product/service Increase Revenue; Cut Costs; Increase Productivity; Eliminate Waste; Higher Customer Service Rating, etc.).

–       What process will you take to ensure this selling point is fulfilled?

–       What are past examples of this selling point?

–       What inefficiencies/opportunities currently exist for the customer and what free, helpful advice can you give to them to show that you are indeed an expert?

For B2C companies, the Selling Points are similar, yet articulated differently.

–       How does my product/service quantifiably benefit the life of a customer? (Saves them money, time or energy; Helps them lose weight; Improves health; etc)

–       What current emotional feelings are you helping the customer overcome or embrace? (Display success; Reject conformity; More knowledgeable, etc.)

–       What basic needs are you satisfying?

By answering these questions and truly listening to objections given by leery customers in the past, you’re well on your way to more impactful marketing and selling.

Once you’ve drafted your first round of Selling Points, I encourage you to “test” them by conducting market research on targeted consumers. See my post on how you can use LinkedIn for market research to get started!