Try This to Add Power to Your Marketing and Sales

February 22, 2021
Category: Marketing and Sales

There’s a saying in the marketing world that “People don’t buy ¾ inch drill bits; they buy ¾ inch holes.”

What that means is that drill bit customers don’t care all that much about what kind of steel the drill bit is made of or whether the company that made it has been around for 100 years. They really care about getting that ¾ inch hole where they want it, simply and easily.

And this same idea applies to your business. Your customers care little about how long you’ve been in business, the processes you use to get things done, or a hundred other details about you and what you do. All of these details are big yawns for them. And yet most contractor websites, ads and sales discussions are full of these details.

Your customers really care about WHAT’S IN IT FOR THEM. Focus your marketing communication and sales conversations communication on the benefits that you’re providing. That’s really what your potential customers are really buying.

So, if you’re a painter, I guarantee that your customers aren’t buying a paint job; or if you’re a landscaper, they’re not buying landscape services and lawn cutting. What they’re really buying is a beautiful home, a great place to relax and feel comfortable, more free time because they don’t have to do the work or even a way to outshine the Joneses next door.

When you’re communicating with prospective employees, talking about WHAT’S IN IT FOR THEM is equally important. In this tough hiring market, highlighting the benefits of working for your company in your job ads and interviews will help you attract more applicants and hire better people.

Try this:

To increase the strength of your communications to your customer prospects or prospective employees, here’s what to do:

1. Listen deeply to their needs and concerns.
2. Make a list of the benefits your potential customers or prospective employees are really looking for.
3. Re-focus your communications on WHAT’S IN IT FOR THEM – the benefits of what you do and how you will help them get their wants and needs met.
4. Make sure that WHAT’S IN IT FOR THEM is communicated everywhere: on your website, your invoices, your vehicles, signs, t-shirts, sales conversations…

Making this one small change to how you communicate with prospective customers and potential employees – by focusing on WHAT’S IN IT FOR THEM – will significantly impact your marketing and sales success and your success in attracting and hiring great employees.

I guarantee it!

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