What did you think of the headline?

Who is it about? YOU! What will you get if you read the sales tips?  MORE SALES!

This is an example of turning a What into a WiifT (What’s in it for Them).  It’s a great sales principle that’s easy to grasp and yet sometimes so hard to do!

Here’s the easy part:

For any feature or What, we can make the transition (and perceived value) even stronger by adding in a transition that includes the word YOU or a derivative of you (your).  This transition ties the benefit important to them to what we offer.  It makes them sit up and pay attention because now it’s about their favorite subject… them!

In our sales training workshops we teach that stating features is very “me” focused.  So...to increase the perceived value of our offering, make it about them by turning the feature into a benefit that matters to them.

Here’s a quick activity to put this into practice:

1.    List the features to a product or service that you offer.

2.    Imagine that as you state those features (whether verbally or in writing) the listener or reader is thinking “So what?”

3.    Next to each feature you listed, write an answer to the “so what” question that is tied into what is important to them.

As you make that link to what is important to the listener, your credibility increases, his/her attention increases and perceived value skyrockets!

Some examples showing the transition:

•    Our wireless timekeeping systems are run by GPS so you will always have accurate time and so that your records are legal.

•    We will develop a custom hiring process so your company’s processes are streamlined and more cost effective.

•    Our lawn care system is less costly than your other options which means you will save time and headaches.

•    We guarantee our work so you can rest assured that your investment is protected.

•    Our customer service department is open 24/7 and you will never have to wait to contact us if you need information.

Got it?  Now look back at your list and practice saying your “What” (transition with YOU) and “WiifT” out loud. Find several transition phrases that include YOU or a derivative that feels right coming out of your mouth.  Got that?

While it seems easy enough, the hard part is that several things get in the way of making those What to WiifT transitions…

•    It takes effort.

•    It means we need to know something about whom we are talking with so we can make the connection specific to him/her.

•    It means we need to remove the focus from me ? to we or THEM!

Hmmm.  All those actions sound like great collaborative selling.

SO WHAT happens when you can translate what you offer into what matters to them?

YOU will sell more!

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