What’s In It For Me?
To attract more prospects to do business with you and to compel your existing customers to do more business with you and also to brag about you to everyone they know, you must be able to answer their most important question, “What’s In It For Me?”
Most of the business owners I’ve spoken to in the past try to answer this question by saying, “Price, service, quality, and integrity.”
If you are still using this old platitude, which 99% of Business Owners do, I have bad news for you. It doesn’t work.
You see, times have changed dramatically. It may have worked thirty years ago when the industry had a better reputation and the buying public was a lot less sophisticated, demanding, cynical, and skeptical. But, today, you must constantly prove to your prospects and clients why you deserve to have their business.
All of your prospects want to know what benefits they will gain from doing business with you. So, unless you can answer this question to their satisfaction, you have no chance of getting them to buy from you.
The main reason the prospecting and marketing materials or systems currently used by most Business Owners are so ineffective, is they don’t answer the prospects’ most important question.
They don’t give their prospects a good reason for wanting to do business with that Business.
Since your prospects have so many other Businesses to choose from, before considering doing business with you, another important question they ask in their mind is….
“Why Should I Choose You, Your Business, Or The Products or Services You Sell Over Any Options Available to Me?”
To answer this question effectively and powerfully, you use what is called your “USP.” Your Unique Selling Proposition.
I’ll be sharing with you what a USP is and how to Develop one in a future blog article. In the meantime, sit down with a pen and paper and write down the reasons you feel a prospect or client should do business with you.