In Part One we looked at the difference between an Elevator “Pitch” (yucko; bad word) and a Benefit Statement. Mainly, the first one is longer and “I-Focused” and the latter is shorter and “Other-Focused.” It focuses on the benefit…to the other person.
The article’s main point was that, contrary to mainstream and accepted thinking, this Benefit Statement should not be communicated immediately upon meeting someone. Utilized too early, it will most likely turn the other person off or, at best simply position you as one of every other person focused only on yourself and your product or service. Instead, wait until the person is truly interested in knowing.
Also, an excellent point brought up by my great friend, Dondi Scumaci is that even the idea that one must be ready to fire off their commercial immediately upon meeting someone puts a huge amount of pressure upon themselves. Instead, when we take the focus off ourselves and focus on the other person, we are more relaxed and at ease, and establishing that relationship becomes a much more natural and value-based process.
As correctly taught in “Sales 101”, the difference between a feature and a benefit is significant. Namely that people don’t buy features (what something is); they buy benefits (what it can do for them). So craft your Benefit Statement in such a way that the person with whom you’re speaking immediately grasps the benefits of what your product or service will do for them or, perhaps for someone they know.
Prospecting expert, Rick Hill, calls this “The Raised Eyebrow Test.” Is your Benefit Statement going to cause them to raise their eyebrows in fascination and want to know more? Or, as Rick asks, “Will they simply yawn?” That second option wouldn’t be a good thing. 😉
Let’s look at just a few sample Benefit Statements. Note how they focus on the benefits; not the features, and they are brief):
Financial Advisor: I help people create and manage wealth.
Insurance: I help people protect their families and plan for a prosperous financial future.
Skin-care products: We build health and confidence through anti-aging technology.
Realtor®: I help people successfully sell their home, and own their dream home.
Supplemental Health Insurance: We help companies protect their employees from financial disaster, but with absolutely no cost to the employer.
Long-Term Care Insurance: We help people protect their hard-earned assets from one of life’s greatest financial catastrophes.
Chiropractor: I help people heal themselves naturally, without medication.
Litigating Attorney: Our firm helps people resolve disputes and avoid costly consequences.
Rick Hills say a good litmus test of your Benefit Statement’s effectiveness is when your prospect responds by asking, “Oh, how do you do that?”
Remember, every single year millions of 1/4 inch drill bits are sold, yet no one actually wants a 1/4 inch drill bit. What they want is … a 1/4 inch hole.
People buy benefits, not features. Yet, these benefits must be communicated gently and non-threateningly, and at the proper time and place in order to be effective.
In Part Three, we’ll run through one particular example, based on a question from a very successful business person.
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This is my favorite! “Let’s look at just a few sample Benefit Statements. Note how they focus on the benefits; not the features, and they are brief)”
These descriptions not only move the focus from ourselves to the benefits, but it challenges the thinking of the person you are talking to. They are busy trying to figure out what you are describing, being impressed with what you just said, all while you are turning the focus back on them.
It reminds me of when people changed the description of stay at home moms. It identified the true context of what their family truly benefits from by having them at home.
Who wouldn’t want to associate with us?
Thanks for the verbiage!
Thanks for the gentle reminder – We are here to help folks make their “hole”!
Brilliant as always Bob.
“The Raised Eyebrow Test.” Love it.
As my mentor Bob Proctor very often makes the same point, people don’t care what you know, how much you know – but if you can help them get to where they are not – or achieve what they want to achieve – an Open Minded person is looking back at you.
Not only a great read but also having 2 favorite ppl. in the same post double treat. Dondi Scumaci and Bob Burg.Love to both of you.
BRAVO BOB! I love the examples you have listed here. You’ve taken the pressure off. People are breathing easy in elevators everywhere! Thank you so much. And a great big good morning to our wonderful Lorena!
In a word – Awesome!
This series speaks to a culture, not an instance. If we consider ourselves to be consultative, why would we throw “feature arrows” at some poor person stuck in an elevator with us. Secondly, it is humilty over pride. A “pitcher” can’t wait to tell everyone why his/her service or product is the best, while a go-giver can’t wait to learn what is so awesome in the other person.Can’t wait for part three.
If I am ever in an elevator with you or your followers, I am hoping for a tall building!
Love the “raised eyebrow test”. That is awesome.
Great point about “challenging” the thinking of others. I love doing that. 😉
How often can we simply be a transparency or conduit through which edicification, value, and abundance flows? I’m headed to Home Depot shortly and I believe without a doubt that there will be an opportunity to add value to someone while I’m there. It could be the clerk or a paying customer. It could be a mom with her children or a painting contractor. You just never know who will benefit… who could experience personal growth… from meeting a “Go-Giver”.
Thank you, Bob! 🙂
And when you can wrap your benefit statement into a story, so much the better. Funny, no one has ever said “No” to me when I ask, “Can I tell a quick story?”
In addition to putting the attention on the other person, the other reason to listen first is that you can use the story most likely to resonate with the other person. If you listen and learn that, for example, they work with realtors, you can use your best real estate story.
Excellent points and reminder, Bob!
I realise this isn’t a very good comment but it made me smile!
Logic is in the eye of the logician. 🙂