The "big" benefits

Want to really hit your sales prospects’ hot buttons? Sell the sizzle instead of the steak, as the old saying goes.

Think about it. If you’re a certified financial planner, you don’t sell financial products – you sell security and peace of mind. If you’re a computer networking consultant, you don’t sell computer services – you sell efficiency and a worry-free work environment.

Visualize your ideal sales prospects, then figure out which of the following big benefits they’re really looking for:

1. Make money
2. Save money
3. Save time
4. Avoid effort
5. Get more comfort
6. Achieve greater cleanliness
7. Attain fuller health
8. Escape physical and emotional pain
9. Gain praise
10. Be popular

But don’t just stop at identifying the benefits they want – figure out exactly how you deliver them. Be specific. How do you save them money? How much can you save them? Show them how you’ve done it for others and what you could be doing for them.

Obviously, not all of these benefits will apply to your target market. But at least one of the top four will, and perhaps one or two others from the list as well. Hit these hot buttons in your marketing, and your ideal prospect will respond!