Henry David Thoreau said it best: “Simplicity, simplicity, simplicity!” Despite the universal acknowledgement that his words are both wise and sound, we continue to flip him the bird with our actions. Keep It Simple, Stupid.
It genuinely applies to all areas of life: Don’t overcomplicate things! Especially when it comes to proposals and sales pitches, we frequently forget the tried-and-true advice: “Features Tell, Benefits Sell.” Repeatedly, this adage has been proven over the centuries. So by now, you would think it’s so obvious that everyone practices it. However, this is NOT the case at all.
Why do so many of us still try to sell based on the features of our products and services rather than their benefits???
Sales techniques require careful thought and analysis. It seems trivial and self-evident to state that selling is a process that involves a buyer, a seller, and a transaction. So, why do many of us frequently forget that simple formula? There are countless books, articles, tapes, and training efforts on sales techniques, but it boils down to meeting the needs of the client.
I recently experienced two vastly different proposal approaches that perfectly demonstrate my point.
One: I needed a new estate lawyer. The first person I considered hiring started our meeting by explaining that he did not charge for the initial meeting because he wanted to clearly understand my needs and explain how and at what price he could meet them. He then listened and gave a great presentation on how he would handle my needs. I hired him without seeking alternatives because he understood what I wanted and showed me how he would deliver that. Many professionals including accountants, investment advisors, and even real estate brokers have similar approaches.
Two: I was seeking a marketing consultant. I placed an ad on Craig’s List and received many responses from people who were seemingly qualified. However, many showed traits that excluded them from further consideration:
- They wanted to sell packaged services without any understanding of client needs and goals. Frequently, they didn’t even read the introductory material that was sent to them.
- They provided little information on why or how their efforts would be successful or beneficial to me. One actually wrote that there was no long-term pay off for their services.
- They highlighted their product’s presumed strengths rather than focusing on how it would meet my needs.
The juxtaposition of these experiences shed light on some simple strategies that may help you improve your own approach:
- Listen. Take the time to understand what the client needs and wants. Do you both understand the difference between the two and how to balance them? For example, is the budget only big enough to execute the programs necessary for success? Or are there excess funds that will allow for add-ons? (Also, avoid pitches that ask for a budget and then offer low bids just to secure business. Saving money doesn’t help if goals aren’t met.)
- Know your strengths. What skills and programs do you have to answer client needs? Creative, technical, and programming needs/skills are quite different. What do you bring to the table and how will those unique qualities ensure the client’s success?
- Set trackable goals. How will you measure results and progress? You need an end goal so that you can show results. What is the startup period? Are you trying to improve sales, communication, or branding? Tangible progress is key.
- Be direct, honest and polite. Transparency and manners go a long way. Additionally, make sure to provide clients with your email address and phone number on every document. You may think this is trivial or obvious, but I can’t tell you how many resumes I’ve been sent that lack this basic information.
- Provide proof for your claims. Cite examples of relevant success. It both builds your image and gives clients confidence in hiring you. I automatically reject suppliers who cannot provide references or quantitative expectations for their program.
- Find connection. Consider what may seem like external variables: Demographics, gender, culture, economy, and geography may be more important than you think. I am from Chicago and Yankee fans frequently build an instant rapport with me by trashing my White Sox.
The bottom line: Keep it simple, short, and to-the-point. Avoid the fluff. No one wants to walk away feeling confused about what is being offered. Clients want to know what you do, how you can help them specifically, and at what price. “Simplicity, simplicity, simplicity!”
Please visit our website www.startupconnection.net to book a FREE consulting session, where we can help you develop an action plan using our tools and recommendations. We listen to your needs and ensure that you understand the tasks, outcomes, and costs that we propose before you make any commitment. Dr. Bert Shlensky, president of www.startupconnection.net, offers experience and skills and a team devoted to developing and executing winning strategies for businesses of all kinds. This combination has been the key to client success. His books for the business entrepreneur: Marketing Plan for Startups and Small Business and Passion and Reality for Business Success, are available at www.startupconnection.net.