As people continue to ask what to do “now” in today’s economy, the answer continues to be, “the same things that work in any economy” … provide value, and be sure to communicate that value. Of course, you might have to find more people to do that with in order to get the same results, but that’s okay; as your competitors retreat in panic, you’re moving forward.
Important: Stay conscious of the basics. Understand that people don’t care about your product or service; they care about what your product or service will do for them. And that’s what you must communicate.
So, do you show your prospect that you have the solutions to his or her problem and can make their life better with your products/services? Keep in mind, that’s what they care about so — in order to make the sale — that must be your focal point.
As the great sales copywriter, John Carlton says, “Remember, people are *not* buying the product. They are buying the benefit of having the product. If you’ve done your job well, they feel they have completed everything they need to do to get that benefit merely by picking up the phone and ordering (or endorsing the paperwork).”
Of course, depending upon your line of work, you still must develop the relationship first. That’s what it takes to get in front of them in the first place. Assuming, then, that you have done that successfully, the prospect still buys only because of the above-stated reasons.
Remember, they don’t buy the “is”….they buy the “does.”
And, that holds true in any economy.
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I have already changed my presentations to what my personal fitness training and coaching DOES, not what it IS.
1. Burn 500-900 calories in less than 45 minutes.
2. Build lean muscle and increase metabolism which helps burn more fat.
3. Improve balance, coordination, mobility, and stability.
4. Learn strategies to maximize time and energy, not just minlessly going through exercise after exercise
5. Learn to create your own workouts with very little or NO equipment!
Well, I guess the “Power of 3’s” didn’t work too well in this, but I have to be positively different from my competitors. Thanks Bob! I’m just typing away here.
Hi Nick, you’re on the right track. Can you take the benefits even further? Take each of the above five, and then assign a benefit to all of them! What is the benefit to them of burning that many calores in less than 45 minutes? What’s the benefit to their imiproving their balance, coordination, etc? What’s the benefit to their learning to create their own workouts with very little or not equipment? I guarantee you can take all five of those and give it even more of a “does.”
Good luck, my friend. Your on your way!
Bob
As a Newbie, I am always searching online for articles that can help me. Thank you
Thank you, Ashley, for your kind words. Much appreciated!
Bob
Maybe you could make changes to the blog name title They Don’t Buy the “Isâ€â€¦They Buy the “Does†| Bob Burg to something more catching for your blog post you make. I loved the the writing however.