It’s not that your product or service isn’t the best in the world – it’s just that your customer, client or staff member isn’t really that interested.
So if they’re not interested in your product or service – what are they interested in? That’s easy – they’re interested in themselves. Your job as a business owner/service provider is to answer their most critical question.
“What’s in it for me?” or otherwise known as WIIFM?
7 steps to get new business and getting your customers’ WIIFM right
1. Take a hard look at your materials (presentations, brochures, website) and any other touch points you might have – through the eyes of your customer. Who does it really talk about – them or you? How many times do you use the word you and your vs the number of times you use I, we, our, my, etc. How does your receptionist greet your customers when they call or visit.
2. Have someone not connected with your business (or industry) tell you what your product or service delivers and why that’s important to your customer. This is where external consultants can really help.
3. For every claim you make about your product/service (fast, cost-efficient, one of a kind) ask yourself “So what? Why is that important to my customer?” You should come up with reasons like (and these aren’t necessarily the right answers for you)
a. fast – gives your customers more time with to spend with their family or on their boat,
b. cost-efficient – because they’ll have more to money spend doing the things they love; or
c. one of a kind – they’re the envy of their friends.
4. Use emotions!! Paint pictures using those emotions. Don’t kid yourself that B2B buyers don’t buy on emotion. They do – it’s just a different kind of emotion. They want to succeed, have a bigger staff, be the one who saved the company all that money, gets that promotion, or just has less stress or more time with their family, boat, doing the things they love, rather than pfaffing around over a piece of equipment, technology, staff member who’s not performing as promised.
5. Once you know what you really deliver to your customers – try it on a couple of your best customers. Ask their thoughts and really listen – people love giving their opinion and they’ll love you even more for asking.
6. Once you’re clear on your message, use the same words and emotions in your brochures, sales calls, website, etc. Tailor it slightly for each customer – not everyone will have a boat (or a family). Find out what’s important to them and refer back to it from time to time.
7. When you write or produce something or plan a presentation, make sure your customer is at the heart of it – every time.
All you really need to do is think about why your customer is talking to you, reading your materials or visiting your site. What are they hoping is in it for them? All you have to do to transform your business is to make them feel they’re the most important thing in your world and then deliver your stuff.