Too many companies focus on selling the features of their product rather than the benefits. By features, I’m talking about what is good about a product. An example might be a home theatre system with 7.1 dolby digital surround sound. That’s a feature of the product. The benefit would be watching your favorite movies in complete surround sound. By using 7.1, you will feel as if you are actually there acting out the part yourself. By focusing on the benefits, the client can relate to the product and ‘feel’ what it would be like to have it. Once they make this connection mentally, they are more likely to buy because they have already pictured themselves having it.
It’s also worth becoming an authority in your niche. You will want to be ‘ THE’ person or company that someone comes to when they have a problem. If you don’t have the experience to be an authority, then get creative and find other ways to become recognized. One popular method is to have someone else who is an authority, appear as a guest. This could be talking at a conference or simply a well recognized logo which gives credibility. Either way, you are still solving someone’s problem by providing the information.
