Speaking with Advisers around Australia recently has lead me to believe that some have forgotten their training! I’m not talking technical advice training, I’m talking fundamental selling and communication training. Remember – the old features verses benefits stuff.
Just to clarify, your feature is really your job title, for example, financial planner/adviser, risk specialist, accountant and so forth – that’s simply what you do. Your benefits are the things that your clients experience as a result of working with you. The benefits could be tangible things more than likely though, I suspect they are intangible, for example, the effects your services have on your clients life or business.
Why is knowing your benefits really important? because, it allows you to communicate on a deeper more personal level with your existing and potential clients. It enables you to use the benefits to articulate your value even better. When a business knows what their core benefits are to their clients they can use that information on their website, in conversations and in all their marketing material.
“What are the benefits (tangible and intangible) that your clients get from your services?” List at least 10 of them. When you have, ask the rest of your team or business partners to answer the same question, and the compare your answers. Where they the same?