Sell benefits. Not features.

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Your product is not the “thing” you sell.
If you sell houses…your product is not the house.
It is you.
Your service.
More specifically, the way you provide your service.
People who employ service people (you) do so because they want/need someone to solve their problem.
Technically, they have the capacity to solve their own problem.
But something about the situation feels to scary or cumbersome for them to confidently take on that endeavor alone.
By the time the consumer reaches out to you, they already know that you professionally handle situations like theirs...
They are not looking for you to list the features you provide.
In fact, leading with that in a world where information is at everyone’s fingertips…could be a reason the do not pick you.
They already know the features you can provide.
That is why they are speaking to you.
Features are common.
Think about when you stay at a nice hotel.
Do you need to read the book in your room to find out if there is a way to get more pillows?
No, because it is a common feature.
Features are merely the initial draw to interact further with you.
Features indicate what is available, but they do not tell a personal story to the prospect.

Prospects are looking for you to tell them a "full story" about the PROCESS for which you plan to solve their problem.
A client needs to know how you plan to help them buy or sell their specific property.
Not that you have a general plan for everyone.
What is the plan for THEM?
Why do you have the ability to solve their individual problem?
What will you do with the features of your service to help them specifically?

They are unique.
Their wants are unique.
They want to hear about their benefits, not your features.

The only way to speak to their specific wants and their situation is for you to tell a compelling story about benefits that resonate with them.

They have to be able to see themselves in the story you tell.

When we talk about features, a client is likely thinking: "that sounds great... But how will that work for me"

A better approach to selling is to first discover want's rather than telling people what you can do first.
Then, tell them how you will solve their problem with a feature.
When the conversation happens on this order it is personal.
When it feels personal, a prospect starts thinking of a feature as a benefit.
Features do not matter.
Benefits matter.
The only thing that makes the two different is the story you build.
Not a benefit because it was on the "feature of my service list".
Benefits allow a persons problem to feel solvable because they can see themselves in the plan.

The client’s see themselves in the solution to their problem through the process you describe using personal benefits.

Your individual process for the service you provide is not about you or your company.
It is about your ability to influence a prospects image of themselves through your service.

It is easier to sell a person on their own best interest than it is to sell them on you.
If you sell a person a solution in their own best interest…
Through a personalized story full of benefits that resonate with them…

You become the only solution for making that story come true.

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