Coloring Outside the Lines: Exploring Creativity, Marketing Sales for Home-Based Businesses by Jeff Tobe

Author:Jeff Tobe
Language: eng
Format: epub
Published: 2018-07-06T16:00:00+00:00

After considering this challenge, Rhonda agreed but interrogated me further as to how she could do that. I explained that there is a very simple formula to ensure that one always keeps the benefits in mind. Every time you offer a response—a feature—follow it up with some form of the words, “what this means to you is…”. Then, when you finish this, you repeat, “what this also means to you is…”. Rhonda agreed to try it.

The next meeting was with only two people looking for the perfect giveaways for an upcoming company-wide picnic. The presentation began. The first bullet appeared and Rhonda started her monologue.

“We have been in business since 1892. What this means to you is that you will be working with a well-established company—not a fly-by-night. What this also means is that, because we have more experience in promotional advertising than any other company in the area, we have more resources to offer our clients.” Not bad! Not bad!

The next bullet appeared. “ Largest”. Rhonda piped in, “We are the largest distributor of our kind on the west coast so we are able to pass on volume discounts to you, saving you money. This also allows you peace of mind in knowing that there is always someone in our office who can help you, even if I am out on the road.” Touché !

Now, I don’t want to brag or anything, but Rhonda got the order on the spot. Her clients loved her presentation which she masterfully had altered with only the words she used.

My challenge to you is to look at what you do for a living. Look at your business. Ask yourself whether or not you are offering benefits at every opportunity you can. When you introduce yourself to someone do you simply tell them what you do (features) or do you tell them what you can do for them (benefits)? When you exhibit at a trade show, does the sign in the back of your booth boast your company name (features) or what your company can do for someone who is interested (benefits).

By the way, Rhonda called me the other day to ask my advice on something else. She asked for advice and continued, “What offering this advice means to you is…”!

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