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People buy benefits

When my wife was expecting our number two, I was sent on a mission to find a car which would fit a child seat and carry cot side by side on the back seat, between the wheel arches – it was a few years ago before you could put child seats facing backwards in the front passenger seat.

As I listened in each showroom to the salesmen (and they were always salesmen) I switched off as they wittered on about performance, engine options, trim options and everything from automatic gearboxes to Ziebart anti-corrosion.

"No, No, No!" I’m not interested in any of that. Until one salesman approached me and asked, “What is it you want your car to do, sir?” Wow, was this different, or what?

And I told him, soon to be two kids, wife (whose back wasn’t that strong) – all precious cargo – needing easy access, sufficient rear seat width and as solid as can be in a crash. Once he knew, he was able to show me the one vehicle in his range which delivered.

I was looking for two specific benefits - safety and performance (width of the back seat)

He got the sale, we got the car and very happy we were too.

So here’s the question for you. To what extent do you know what the potential client wants before you start proposing potential solutions?

And here’s something for you to try. With the next 5 potential clients, just keep asking:

What is it they’re looking for?
What problem is it they want to solve?
What will it feel like when their wants are met?
What’s the consequence of them not finding a solution?

And only when you know the answers to these questions, start to introduce your product or service which can meet their needs. I imagine you’ll see a real difference in the interest they show and the sales you make.

Best wishes ... Ivan