What’s Important, Is Not What It is...
But What It Does!
Do you tend to answer people’s questions about your products or service with company/industry words and technical mumbo jumbo... perhaps talking about features instead of advantages or benefits?
The other day I visited a premium water retail store near where I live. (Who knew we would have water retails stores in the 21st century?).
When I asked why I should pay a premium for the water they were selling I was met with the answer;
“Because it’s better for you than bottled or city water!”
My response was: What does that mean? (I’m thinking; sounds like a gimmick to me)
Because our water contains minerals such as calcium, potassium, magnesium and sodium...
What does that mean? (I’m thinking; I have no idea what she is talking about)
This means it has a high PH content...
What does that mean? (I’m thinking; I don’t know what that means either, but I’m not going to say anything in case I appear foolish in front of all these other people)
It has a PH balance of between 9.5 and 10.
What does that mean? (I’m thinking; I want to leave because I’m screaming to be told what all this mumbo jumbo might MEAN to ME, not what it is)
It’s high in alkaline...
What does that mean? (I’m thinking; I’m out of here)
Well, do you take nutritional supplements? She asked.
Yes I do! (I’m thinking; Ah! Relief! A question! There might be common ground)
Well, did you know that for many of us our bodies are too acidic which means that our nutritional supplements have very little value because they don’t get absorbed?
No I didn’t know that.
And that city or bottled water tends to be acidic or neutral which doesn’t help... and if you drink mineralized water like ours, which is high in alkalinity and oxygen, your nutritional supplements have a better chance of working... meaning you’ll get better value from them and have a longer, more energetic and happier life?
That’s just one of the many advantages...
Now I’m interested! Why? Because I take supplements and it’s beginning to mean something to me.
Can you see and feel the difference between the first and then the last set of responses to my question? The first was factual, logical, technical and full of features. There was no meaning.
The second had meaning to me as a person.
The sales person could have bypassed all the industry mumbo jumbo and created meaning for me right away if she had asked the nutritional question.
If there was no common ground with that question there are plenty other common ground questions that can be worked out.
You can do the same with your company, products and services.
To master the art of establishing common ground through asking more fruitful questions, you can... re-read or listen again to my Home Study Course.
If you haven’t got it, click here for your very own.
The moral behind this story is that talking about product features and using tech speak does not engage people. Their brain turns off and they resist buying making it hard and slow work to grow your business.
However talking about what your products MEAN to people, engages, interests and influences them to want to know more. What this MEANS to you is, your business will grow more easily and faster!
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Best Selling Author of "How
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Friends!" - Selling from the Soul. Ancient Wisdoms.
Modern Practice.
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